Livv Group becomes new SAS partner for onboard hand wash and anniversary amenity kit

Livv Group has been selected as a new partner to SAS, which celebrates its 80th anniversary in 2026. Livv Group has been commissioned to develop and produce a custom-made hand wash to be rolled out across all aircraft in the SAS fleet, as well as an exclusive anniversary amenity kit for Business Class as part of the 80th anniversary celebrations. Approximately 80,000 kits will be delivered to mark the start of the anniversary. The products are being developed in partnership with Muro Scents, a brand produced by Unique Cosmetics Sweden AB.

The assignment is a Group-wide project in which two Livv Group companies are each responsible for their respective part of the delivery. Unique Cosmetics Sweden AB is responsible for the development and production of the cosmetic products under the Muro Scents brand, including the hand wash for the entire fleet and the cosmetic products included in the kit. Livv AB is responsible for the kit’s remaining contents and packaging. Livv Group therefore manages the entire process, from product development and design to production, packaging and delivery.

The amenity concept is rooted in Livv Group’s work within the hotel and spa industry. The SAS assignment demonstrates that the same capability – developing and producing a complete kit at scale – works just as effectively beyond the hotel industry.

SAS was founded on 1 August 1946 and operated its first intercontinental flight between Stockholm and New York on 17 September of the same year. During 2026, the airline is marking its 80th anniversary through a series of initiatives.

“This is one of the most extensive production assignments we have undertaken. Delivering 80,000 kits with consistent quality and at the pace required by an airline operator is exactly the combination we have built Livv Group for,” says Mikael Ahlfors, CEO of Livv Group.

“We haven’t taken anything off the shelf. Together with Muro Scents and SAS, we have developed formulations and concepts that are entirely new and uniquely theirs. It demonstrates what we can offer all our customers: the ability to go from idea to finished product through our own production, at the volume required,” says Ahlfors.

For more information:
Mattias Johannesson
CMO, Livv Group
mattias.johannesson@livvgroup.se
+46 76 105 97 05