Scandi beauty brands to buy now
Say 'hello' to the clean, plant-based and scientifically proven Scandi beauty brands that bring a breath of fresh air to your selfcare regime
SCANDI BEAUTY
A couple of years ago we started to get ‘hygge’ with it – you know, the Danish and Norwegian concept of cosiness; we’ve also fully plundered Scandi style for modernist interior inspiration for our homes.
Then along came: friluftsliv, which translates to 'free air living', i.e. the notion of spending more time outdoors among flora and fauna and fresh air – whatever the weather conditions. Which we seem to have finally embraced in the UK, especially during lockdown No.3. (Hence the rush on hiking boots, hats and duvet-sized puffas.)
Central to all this Scandinavian style is also an understated beauty aesthetic.
Pernille Teisbaek, the Danish creative director and style tour de force, told Into the Gloss: 'The Danish beauty attitude is very relaxed. What I really care about is that everything I wear is comfortable. You feel good; you feel stronger, you look better when you're comfortable.' Point taken.
There's also another USP of the Scandi beauty brands: buzzwords like 'slow beauty' are used aplenty, and they are firm believers that natural, organic, non-toxic and clean are the way to go.
Isabelle Lewenhaupt, CEO of Swedish brand Bjork & Berries, says, 'We believe in the power of nature. In Sweden, dense forests and rugged wilderness cover 97% of our country. Throughout the year, we are exposed to volatile weather changes and we take pride in living with the shifting seasons, adapting our lives and routines. Our formulas are designed to work in these harsh conditions and can accommodate all skin types in any season.'
She continues: 'We believe in slow beauty. Our formulas are never rushed through production; we give ourselves time to get it right. Texture, scent and performance are of equal importance and we never compromise on quality and real results.'
It's not just about what goes onto your hair or face; health is also seen as a prime investment. Almost 30% of Danes cycle to work in the rain, sleet, or snow and while the UK is in pole position when it comes to junk food consumption – the Swedes, on the other hand, consume the least.
Check out Lifesum – a Stockholm-based start-up that is one of the fastest-growing digital health companies globally – with more than 45 million installations of its innovative app, which aims to keep users on a healthy track.
It seems we have much to learn from the Scandi way in beauty – here's the best of the brilliant products you can buy in the UK to help embrace your own Scandi-style regime.
