About Lena Priester
Story
Where Beauty, Business, and Purpose Align
With over two decades in the beauty industry, Lena Priester has supported more than 300 brands across the Nordic and international markets. From hands-on product development and distribution to high-level strategic brand building, she has shaped every layer of the cosmetics world—from the salon floor to the boardroom.
Based in the capital region of Finland and a native Swedish speaker, Lena combines deep commercial insight with a genuine passion for people and purpose. Lena means light in Greek, reflecting her warm guiding presence and her commitment to clarity and integrity in every collaboration.
She holds a 200h Yoga Teacher Training, a BBA in Foreign Trade, a CIDESCO Beautician Diploma and a Hairdresser Diploma—blending business expertise, creativity and holistic wellbeing in a way that inspires trust and confidence.
Through L. Priester Consulting, Lena helps conscious brands grow responsibly in the Nordic market. Her approach is grounded, strategic and human: growth that feels good, looks good and does good.
My Journey
2000
• Finnish Matriculation Examination (scholarship)
2001
• Professional nail, hand, foot & body care seminar (Bio Solutions Institute)
2002
• CIDESCO International Beautician Diploma
• Manicurist certifications: EZ Flow, Nail Tek, IBD
• Part-time manicurist
2003
• Hairdresser Diploma
• Full-time manicurist
2006
• BBA in Foreign Trade, Haaga-Helia
– Internship in Sydney; promoted to Team Leader (United Advertising Group)
• EH-Import Finland Oy — Beautician → Product Manager
2006–2009 – Product Manager, EH-Import Finland Oy
• Imported Algologie, Lierac & P. Jentschura
• Led the end-to-end creation of the Eila Hellgren private label product line, from concept to launch
2009–2012 – Buyer, Stockmann
• Managed ~250 suppliers
• Created the Natural Products Concept Manual
2012–2014 – Operational Manager, EH-Import Finland Oy
• Oversaw private label Eila Hellgren
• Managed European brand imports
2016 – 2018 Natcos Oy
• Expanded natural cosmetic brands into Sweden, Denmark & Norway
• Brands: MÁDARA, MOSSA
2018–2025 – Head of International Sales / CEO & Partner, Naturelle Pro Beauty Oy
• Key brands: Antipodes, Ere Perez, NCLA Beauty, Tata Harper
• Completed 200h Yoga Teacher Training
• Began production gardener studies
• Founded L. Priester Consulting