January 7th, 2021

6 Nordic Beauty Brands On Everyone’s Lips in 2021

Swedish beauty brands are recognised as being innovative, high-quality, trendy & beautifully packaged – whilst often being packed full of natural ingredients that are good for the body, and the planet too. Even Korea, famous for its revolutionising beauty innovations and with the metropolis Seoul named as “the beauty capital of the world” by Conde Nast, has got its eyes wide-open to Scandinavian beauty.

Here are the six Swedish beauty brands that we at Goodwille tip to be a huge hit in 2021;


FOREO is a creative Swedish beauty-tech brand using design and innovation to create ground-breaking products. Their first product, back in 2013 was LUNA, a sonic and silicone facial cleansing brush that took the industry by storm, and is now used by millions of people around the world.

They have since released multiple products including the ISSA, a super-soft, sonic-powered wonder-brush that challenged the never-changing electric toothbrush industry. Keep an eye on their product range as they bring new & exciting products to market!


Everyone is talking about Estrid at the moment. They call themself “your new best friend” as they are changing the razor game for women. Estrid is Scandinavia’s first female razor and body care brand that offers fairly priced, vegan, high-end design, quality razors specifically made for women. An industry that has been male dominated for so long, they are empowering women to look and feel amazing!

Maria Nila

Maria Nila is a sustainable haircare brand that offers 100% vegan, high-quality haircare products, produced in Sweden.

Whilst quality haircare products remain their number one goal, they do everything with the environment in mind. In 2018 they opened the doors to their new “beauty hub” which includes the factory, warehouse and creative offices. The beauty hub is built with many sustainable features including solar panels, and a circular air condensation system – designed to be as ecological as possible. Hello to great hair, and hello to a greener planet!

Caia Cosmetics

Caia Cosmetics is on everyone’s lips in Scandinavia right now. The Swedish influencer Bianca Ingrosso co-founded this cruelty-free make-up brand 2018, and it has since then been a huge success. Part of the success in sales is from its influencer marketing strategy and the co-founder’s huge 1.2million Instagram followers – wowzers!

Pixi by Petra

Swedish makeup artist Petra Strand created Pixi Beauty more than a decade ago, launching her flagship store not in Stockholm, Sweden but in Soho, London. Pixy Beauty is a beauty brand including products in the category’s skincare, makeup and body care. The products are infused with botanicals and focus on the natural beauty of women. With offices in Los Angeles, London and Singapore, this beauty company has grown to become an established and globally recognized brand that is still independent, and family managed.


Sniph is a discovery service for perfumes via a monthly subscription, helping their customers to develop a scent wardrobe. Their motto is that owning one signature scent is outdated. The scents, which are hand-picked based on the customer wishes, are sent out to subscribers in 7 ml-bottles together with a perfume-case. Step up your scent wardrobe and get ready to impress post-lockdown!

The future of Nordic beauty start-ups

There is no doubt Nordic beauty products and innovations will continue to grow as the demand for products with natural ingredients that are aesthetically pleasing is rising. The reputation of Scandinavian beauty brands should be leveraged to expand overseas. Expanding a beauty start-up to the UK can build brand trust and also help reach loyal customers living internationally. Find out more about how Goodwille can support your expansion to the UK at