On January 2, 1945, in the shadow of World War II and with rationing and uncertainty as daily realities, the young and ambitious Einar Tjellesen founded the company Brdr. Tjellesen. It was the beginning of a journey that would change Danish beauty history.
Einar had a background from the pharmaceutical giant Lundbeck, where he studied at a commercial college alongside his work. His head was full of ideas and his heart full of courage, and in his mid-20s, he ventured into the wholesale market for medicine. Soon he expanded his focus to toiletries, and there, in the world of fragrance and well-being, a new chapter began. Later, the next generation stepped in. Bo Tjellesen, Einar's son, had inherited his father's drive and visions, but he dreamed bigger. He didn't just want to sell other brands; he wanted to create his own. His first big breakthrough came in the 1970s when Bo successfully introduced the German brand Ellen Betrix in Denmark. But that wasn't enough.
The name "GOSH" came about, as many great ideas do: by chance during a crossword puzzle, where Einar stumbled upon the short, powerful word. It immediately captivated Bo, who registered the name – and in 1974, GOSH was officially born.
In 1979, GOSH launched the perfume 'Night in Paris', and in 1982, the first makeup products followed: mascara, eyeliner, and a duo eyeshadow under the slogan "Make it with your eyes". Two years later, in 1984, the breakthrough came with the lipstick "Shocking Pink", which sold 45,000 copies over a single summer. A true beauty hit was born. Although Einar remained somewhat skeptical about the new direction for the company, the results spoke for themselves. Bo was appointed CEO in 1984, and the rest – as they say – is pure beauty history.
”We have decided that all product development and distribution should take place from our head office and factory in Denmark. In this way, we ensure that all products reflect our identity and values. Our goal is to offer our customers trendy and high-quality products – at a reasonable price.” Bo Tjellesen, Founder
Today, GOSH is distributed in more than 80 countries and is led by the next generation of the Tjellesen family. Marinus, Bolette, and Julius Tjellesen carry on the legacy together, writing a new chapter in GOSH Copenhagen's history, where the family's values and vision continue to be central.
At GOSH, nothing is impossible, and we put all our energy into ensuring that dreams become reality.
We believe in nourishing ingredients and strive to lead the way towards a more environmentally friendly and sustainable future in the beauty industry.
To make a difference, one must dare to take chances and rethink how things are originally done.
In recent years, we have made strong choices to keep up with trends and meet customer demand worldwide.
We take care of your skin. To meet the growing demand for gentle makeup products, we began certifying with AllergyCertified.
Perfume is not a necessity – which is why more than 80% of our range is perfume-free.
We avoid animal ingredients in the development of our products – without compromising on efficacy and quality. Today, more than 70% of our range is vegan.
Today, GOSH has cemented its position as a modern and innovative beauty brand with a Danish soul and international appeal. With everything from iconic lipsticks and groundbreaking mascaras to thoughtful skincare and sustainable ambitions. The products are still developed in Denmark – and it shows. Quality, creativity, and a passion for beauty are the strong cornerstones of the brand.
From a crossword puzzle in 1945 to makeup shelves worldwide – GOSH is not just a name. It is a story of courage, innovation, and beauty that dares to be a little louder.