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Matas is Denmark's largest health and beauty retailer, established in 1949 as a chain of drysalters. It operates over 260 stores across Denmark and Sweden, complemented by a robust online presence. Matas offers a comprehensive range of products across its Beauty Shop, Vital Shop, Material Shop, and Matas MediCare segments, encompassing cosmetics, fragrances, skincare, hair care, vitamins, household goods, and over-the-counter medicine. Known for its commitment to customer guidance, Matas provides expert advice from trained health and beauty therapists. The company also develops and sells its own popular brands, such as Matas Striberne and Nilens Jord, solidifying its position as a trusted and accessible destination for everyday health and beauty essentials.