Make way for Swedish beauty

Move over Korea: Sweden is fast becoming the purveyor of beauty innovation

Hair & Beauty

With its use of pure high quality ingredients, crisp packaging and innovations that rival Korean and Japanese power players, Sweden now stands at the forefront of the beauty-tech revolution. While the country’s best-known exports include & Other Stories and H&M, here are six pioneering hair and beauty brands to have on your radar...

FOREO: The Beauty Tech Powerhouse

Foreo Luna

The world’s fastest growing beautytech brand credits its success in surprising and delighting beauty buffs around the world with its Swedish roots and design. With one product sold every three seconds in 2017 and more than 100 awards won, the brand first became a hit thanks to its silicone cleansing brush that revolutionised the ageold face washing routine.

Its latest version, the Luna Mini, £119, has a bigger brush head, longer touchpoints, thicker silicone and a motor that is twice as powerful.

HAR KLINIKKEN: The Scandi haircare brand

Har Klinikken

Formulated in Copenhagen, this range is primarily designed for those who suffer from weak hair and even hair loss. If overstyling has left your afro looking a bit AWOL then this range could well be for you.

The BCB Shampoo, £39, contains the power of burdock root to help soothe the skin on your scalp, and stimulate the hair follicle to promote growth. The Hydating Mask, £56, is great for stressed strands that need some TLC, while the Styling Gel, £36, is a saviour if you’re pressed for time.

L:A BRUKET: The Swedish spa brand

L:A Bruket

Hailing from the idyllic seaside town of Varberg (think rugged waves and a salty breeze), L:A Bruket’s line of allnatural spa and body products are formulated to counteract even the harshest of elements. That’s why, thanks to the dismal UK winters, we think it will be a hit on our shores.

The XXL lip balm, £10, made from beeswax, almond, and coconut oil, will smooth over the driest of lips, while the Wild Rose Hand Cream, £18.50, provides a hit of moisture for hardworking hands. Plus, don’t overlook the Dried Seaweed Bath Treatment, £20. Fished by hand off the western coast of Sweden, it stimulates blood circulation and relieves tired muscles. Bliss!

BJORK & BERRIES: The luxy head-to-toe bathing brand

Bjork & Berries

A huge hit in Sweden for various reasons, Björk & Berries are committed to sustainability and use handpicked, natural ingredients. Their products, which include skincare, body, bath, hair, hand and perfume ranges, are just exquisite.

The Botanist Body Wash, £19, is one of our faves. Enriched with organic linseed oil, birch water and botanicals, it imparts moisture as you wash, quenching and nourishing your skin’s thirst.

VERSO: The Scandi-cool skincare


This Stockholm-based skincare line is best-known for its use of the potent Retinol 8 complex, the most powerful on the market.

The Super Facial Serum, £110, has the ability to renew skin by speeding up cell turnover for a brighter, blemish-free complexion. Also a staple in our skincare kit is the Anti-Pollution Mist, £45. Acting like cling film for your face, it protects and strengthens the skin by shielding it from the harmful effects of poreblocking pollutant metals, gases and free radicals.

MARIA AKERBERG: The something-for-everyone range

Maria Akerberg

With a whopping 400 products in its range, it’s hard to choose a favourite from this popular brand whose formulations are based on organic vegetable oils.

It’s a huge hit in Sweden and standout products include a Strengthening Eyebrow Oil, £12, Deodorant Salt, £12, and a Scalp Softening Spray, £19, which is ideal for regular wig-wearers or for using in preparation for getting any type of braids.

Do you have any favourite Scandinavian products? Let us know on Instagram, Facebook or Twitter.

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