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Eric Ridell is the CEO of BALMID AB, overseeing comprehensive beauty solutions including sourcing and brand development since February 2020. Additionally, Eric serves as the CEO of BALMID HAIR AB, a hairdressing wholesaler focusing on Stockholm and Northern Sweden with an approximate turnover of 30MSEK. In May 2022, Eric co-founded Hedda & Friends, an e-commerce B2B venture in the hairdressing industry, which was sold to Headbrands in 2023. Prior experience includes a role as Senior Auditor at EY from August 2016 to February 2020. Eric holds a Bachelor of Science in Business & Economics from Lund University and has pursued further studies at the National University of Singapore. Educational background includes a natural science degree from ProCivitas Privata Gymnasium and a Certificate in Advanced English from the University of Cambridge.