Vividye is extending the application of its pigment solution from textiles to cosmetics. This will provide safer, non-toxic solutions for colouring cosmetics used in hair colour, makeup and lipstick applications.
The Swedish deep-tech startup Vividye, which is known for its sustainable approach to colouring textiles, is diversifying into the cosmetics industry. By adapting its pigment-based technology, Vividye aims to provide safer and more environmentally friendly options for colouring cosmetic products such as hair dye, makeup and lipstick.

The Gothenburg-based deep tech company, originating from Chalmers University of Technology and backed by Chalmers Ventures, was founded in 2020. Since then, Vividye has focused on developing colouring methods that minimise harm to people and the planet. Initially concentrating on textiles, the company has gained recognition for its innovations, including receiving the H&M & Elle Conscious Award. Now, Vividye is turning its attention to cosmetics, responding to an increasing interest in effective and sustainable products.
“Moving into cosmetics felt like natural progress. The cosmetics industry faces distinct challenges, including stringent regulatory demands and high consumer expectations for product safety and environmental sustainability. Our technology offers a better alternative to traditional dyes, and we’ve seen a growing need for this in products that people use on their skin and hair. We’re excited to offer a solution that can make a real difference,” says Johanna Nissén Karlsson, CEO of Vividye.
Rooted in advanced research
Vividye is building solutions that are based on progressive research on pigments and surface chemistry. Unlike traditional dyes, which are small molecules that can penetrate materials and pose health and environmental risks, the deep tech company’s functionalised pigments are larger particles designed to adhere to surfaces without dissolving in water. This makes them safer for skin and hair and easier to filter from water.
The technology is also adaptable, offering a way to create vibrant and long-lasting colours across various applications.
“Vividye’s approach to sustainable colouring is both innovative and practical. Expanding into cosmetics shows the ability of the business to adapt and meet the needs of various industries. We’re proud to support them as they take this next step,” says Pontus Ottosson, CEO and head of investment at Chalmers Ventures.