Carl-gustaf Elfving

Chief Executive Officer @ Puhdistamo - Real Foods Oy

About

I work at the intersection of brand, commercial execution and growth. For 20 years, I’ve built and scaled consumer brands across categories, markets and channels. I started in beauty and luxury, and today focus on what matters most to me: helping people live healthier, more active lives. Since 2023, I’ve been CEO of Puhdistamo, one of the Nordics’ leading consumer health companies. We operate two brands, Puhdistamo in Finland and Pureness in Sweden, across supplements, functional foods and drinks, with more than 100 people across Helsinki, Lempäälä and Stockholm. In January 2026, we joined PK Consumer Health, a pan-European platform backed by Avista Healthcare Partners and Damier Group. This marked a major step in scaling the business and expanding our reach. Before Puhdistamo, I was CEO of Inika Superfoods, building a D2C nutrition brand in the Nordics. Earlier, I spent 7 years at LVMH Moët Hennessy, first as Country Manager Sweden and later as Nordic Sales Director, leading commercial operations across off-trade, e-commerce and private sales. Before that, I held brand and commercial roles at Unilever, L’Oréal and Walt Disney. Alongside my operating roles, I invest in companies I believe in, backing founders building strong brands with clear purpose and real growth potential. I care about building teams that perform at a high level, leading with clarity and honesty, and driving change that actually sticks. I focus on creating products and brands that earn their place in people’s everyday lives.

Country

Sweden

City

Stockholm

Industry

Health, Wellness & Fitness

Skill

Marketing Management, Marketing Strategy, Advertising, Marketing Communications, FMCG, Team Leadership, Sales, Key Account Management, Personal Care, Product Marketing, Marketing, Public Relations, Digital Marketing, Business Strategy, Strategy, Online Advertising, Brand Management, Digital Strategy, Brand Development, Customer Insight

Experience

Chief Executive Officer

Puhdistamo - Real Foods Oy

2023-2 - Present · 3 yrs 8 mos

Puhdistamo - Real Foods Oy is a company that focuses on enhancing everyday health and wellbeing with award winning, pure, top quality products through the Puhdistamo and Pureness brands.

Founder & CEO

INGERIS

2021-1 - Present · 5 yrs 9 mos

Stockholm, Stockholm County, Sweden

On a mission to help wellbeing consumer goods- and tech companies create change on the Nordic market through meaningful commercial growth transformations, to deliver substantial value, today and tomorrow. More about my approach on www.ingeris.co

Advisor & Investor

eBrands

2021-3 - Present · 5 yrs 7 mos

M&A and strategic marketing advisor. eBrands acquires, operates and scales small to medium-sized Amazon and direct to consumer brands.

CEO

Inika Superfoods

2021-6 - 2023-2 · 1 yr 9 mos

Stockholm, Stockholm County, Sweden

Our ambition is to enable good life and make healthy choices easy, tasty and accessible for everyone. Inika Superfoods offer the healthiest and most convenient nutrition on the market built on a global D2C business model.

Nordic Sales Director - Off Trade, E-Commerce, Corporate & Private Sales

LVMH

2019-1 - 2021-1 · 2 yrs 1 mo

Nordic Sales Director - Off Trade, Corporate & Private Sales - for the Moët Hennessy portfolio. Team Leader and member of the Nordic Leadership Team. Moët & Chandon, Dom Pérignon, Veuve Cliquot, Krug, Ruinart, Ardbeg, Glenmorangie, Hennessy, Belvedere, Château Cheval Blanc, Château d'Yquem, Le Clos de Lambrays, Cloudy Bay, Terrazas de los Andes, Cape Mentelle, Newton, Ao Yun & Numanthia.

Country Manager

LVMH

2014-1 - 2019-1 · 5 yrs 1 mo

Stockholm, Sweden

Country Manger Sweden for the Moët Hennessy portfolio. Member of the Nordic Leadership Team. Moët & Chandon, Dom Pérignon, Veuve Cliquot, Krug, Ruinart, Ardbeg, Glenmorangie, Hennessy, Belvedere, Cloudy Bay, Terrazas de los Andes, Cape Mentelle, Newton, Ao Yun & Numanthia.

Senior Key Account Manager Home and Personal Care

Unilever

2012-5 - 2014-1 · 1 yr 9 mos

Stockholm, Sweden

Senior Nordic Brand Manager, Ice Cream

Unilever

2010-2 - 2012-5 · 2 yrs 4 mos

Nordic Brand Manager

Unilever

2007-8 - 2010-2 · 2 yrs 7 mos

Rexona, Axe & Pepsodent

Product Manager

L'Oréal

2005-8 - 2007-8 · 2 yrs 1 mo

Giorgio Armani, Ralph Lauren, Diesel, Cacharel, Viktor & rolf

Marketing Co-ordinator

The Walt Disney Company

2004-8 - 2005-8 · 1 yr 1 mo

Brand management: To develop and protect the Disney brand in the Nordic countries and enhance its meaning in each country Synergy and marketing communication: To ensure co-ordination between divisions/countries in areas where it will add real value. To facilitate companywide communication and flow of marketing information To lead strategic cross-divisional marketing or brand-related projects (e.g. Umbrella themes, Franchise management) Research: To track the Disney brand, it's characters and audience Strategic marketing and new business development: To think beyond the lines of business immediate business focus CRM and media management: To push for the most effective use of the company's marketing spend (e.g. advertising, media and research) Live character events and entertainment: To bring the magic to life