While K-beauty and J-beauty haven't lost any steam, more and more beauty lovers are turning to Scandinavia for the latest in clean beauty (especially those who favor a minimalist approach, in both ingredients and aesthetic). Popular Scandinavian beauty brands have stepped in to deliver pared-back and efficacious solutions that are very in line with the beauty world's current ethos.
Look no further than Denmark—fashion's darling of the moment—for elegant zero-waste makeup offerings and a new generation of natural skincare products. Sweden is serving up no-fuss haircare products that celebrate simplicity. It's no surprise that the land of hygge practices a holistic approach to beauty, bolstered by hardworking ingredients that protect skin. Keep scrolling for eight Scandinavian brands every beauty lover should know.
Boasting gorgeous minimalist packaging you'll actually want to display, the Verso skincare line offers a welcome respite from complicated multi-step routines. The Swedish brand's formulas are gentle enough for sensitive skin, while also infused with the brand's patented Retinol 8. The six-step line is designed to give you precisely what you need to unveil radiant skin without distractions.
I think everyone can agree Kjaer Weis's packaging might very well be the most striking in the industry. The eponymous line is created by Danish makeup artist Kirsten Kjaer Weis, who wanted to create clean formulas that won't irritate your skin. Her covetable lineup features natural and certified organic ingredients (free of harsh chemicals), and is housed in sustainably-designed, reusable cases.
This clean Danish beauty brand is looking to revolutionize skincare, offering up only products 100 percent free from artificial preservatives and synthetic additives. After pure ingredients, efficacy takes top priority, so whether it's hair, body, or face, you can rest assured you're nourishing yourself with fresh ingredients proven to yield real results.
Founders Sacha Mitic and Juan Rosalin launched Sachajuan in 2004, a line of premium haircare products tailored to the approach they practiced in their Stockholm salon. Since its inception, the brand has been driven by the celebration of simplicity. Every product is designed to make your hair look, feel, and move like hair—but better.
Now among the coolest fragrance houses in the industry, Byredo was founded in Stockholm in 2006 by former professional basketball player Ben Gorham. Today, the brand's lineup of beloved unisex fragrances have become fixtures on every beauty lover's vanity—in Scandinavia and beyond.
A smart approach to skincare, Swedish brand Foreo's collection of sonic facial cleansing brushes dramatically ups the efficacy of any cleanser, immediately bolstering your regimen. Their bestseller, Luna, comes in a variety of iterations to suit your specific needs and skin type.
& Other Stories
This Swedish fashion export has a beauty line that's just as worth adding to cart. From playful lipsticks, to well-priced perfumes, to this cream eyeshadow, & Other Stories is a laid-back way to get in on the Scandinavian beauty scene.
While not technically Scandinavian, this beauty brand is S-beauty adjacent—and certainly worth talking about. This under-the-radar Target skincare gem hails from Finland and takes its inspiration from the Nordic approach to wellbeing and beauty. The line's ingredients are 100 percent vegan and cruelty-free and are crafted from botanicals sourced from the region.
Now here are the best Scandinavian beauty secrets.