The main types of merchandise sold in stores are make-up products and cosmetics, such as hair colouring, lipsticks and rouge.

Other things sold by the retailer include: vitamin supplements, herbal remedies (such as ginseng extracts), and liquorice root.

While the concept of a drysalter/drugstore type shop dates back to the 18th century, the company was founded November 13, 1949, with an investment of 14,000 Danish kroner.

Between 1967 and 1988, there were new products, sub-brands, and a different color theme (blue and white), which is still a major component in the design of the shop interiors and exteriors.

In 2001 some Danish laws regarding sales of over-the-counter drugs were changed, and Matas started offering a variety of these types of products.

Central to the campaign was a commitment to donate one Danish krone to Hjerteforeningen for every item sold from the Matas skincare series, "Plaisir".

[citation needed] In 2011 the company was involved in a conflict with the Danish pharmacy industry, as it campaigned for the right to dispense prescription-only medication.