🦄The Rise of Scandi Beauty and the New Wave of Self Expression!🏳️🌈
The cultural evolution of gender, and how that is shifting emerging needs and behaviours around the category.
Scandinavian beauty philosophies have gained significant popularity in recent years and continue to be relevant and timely in the beauty industry. The rise of Scandinavian beauty can be attributed to several factors that appeal to modern consumers' preferences and needs.
In Scandinavia, including Sweden, personal care and beauty are undergoing significant changes, and these changes are impacting consumers of all genders, including the LGBTQIAP+ community. Here are some key trends and developments in personal care and beauty for different consumer groups in the region:
Gender-Inclusive and Gender-Fluid Beauty: There is a growing emphasis on gender-inclusive and gender-fluid beauty products and marketing. Many brands are moving away from traditional gender-specific labels and creating products that cater to diverse gender identities and expressions.
Rise of LGBTQIAP+ Beauty: The LGBTQIAP+ community has been increasingly represented and celebrated in the beauty industry. LGBTQ+ influencers and brand founders have become community leaders, shaping new trends and values and creating products that resonate with their own values and experiences.
Self-Expression and Individuality: Consumers in Scandinavia, regardless of gender, are embracing self-expression and individuality in their personal care and beauty choices. They seek unique and personalized options that align with their values and identities.
Personalization and Customization: Personalized beauty solutions are gaining popularity, allowing consumers to tailor products to their specific needs and preferences. This trend is driven by the desire for products that address individual concerns and promote self-care.
Informal Work Attire: In Scandinavia, work attire is generally more informal and relaxed compared to some other regions. However, people still take pride in their personal appearance and grooming, ensuring they are presentable for both work and social occasions.
Focus on Natural and Sustainable Products: There is a growing demand for natural and sustainable beauty products in Scandinavia. Consumers are conscious of the ingredients they use and prefer environmentally-friendly options.
Beauty Rituals and Services: Specialized beauty services, such as brow bars, makeup studios, and nail studios, have become more accessible and mainstream. These services that were once considered a luxury for special occasions are now a regular part of many Swedes' personal care routines.
Areas of Masculinity, Femininity, and Gender Identity Susceptible to Change:
Beauty and Grooming: Traditional notions of beauty and grooming are evolving, with more acceptance of diverse expressions and styles across genders.
Self-Care Habits: Personal care routines have evolved to include more diverse and specialized products and services, catering to individual needs.
Areas of Masculinity, Femininity, and Gender Identity Unlikely to Change:
Cultural Background: Cultural influences may continue to shape perceptions of masculinity, femininity, and gender identity to some extent.
Here are 10 brands that are changing the Scandinavian beauty Landscape.
Unapologetic makeup and skincare -Gloss Gods are a female-based company from the northern part of Sweden that call themselves GODS. Not Goddesses. They don’t think that the word should be for just the male pronoun/gender. They think that makeup and beauty is Genderfluid.
GlossGods is a beautiful example of a brand committed to changing societal patterns, there are many brands in Sweden that use the word unisex as an inclusive term, most brands that call themselves unisex are founded by men.
GlossGods are aware of this and they really dislike the word ”unisex” because for them, that means that you make something neutral enough so the stereotypical genders both can wear it. By Gender Neutral they mean that they don’t care if the consumers identify as a guy, a girl, or a unicorn - the most important thing is that they feel beautiful and as themselves when they wear their products.
They have just launched a second collaboration with @Vanityvain 3ºPlace @Drag Race Sverige!
When perfumer Linda Landenberg Holst was diagnosed with the disease alopecia, she realized the vulnerability that comes with being different.
As a perfumer, she has therefore developed a perfume that celebrates differences, Flavour of love is a dedication to the LGBTQ+ society with friends and family.
She believes that love is a human right that includes full human liberties and democratic rights.
This brand has a different angle than others since Linda says that she has always seen herself as a life-affirming and open person and always felt like a part of society. But when she lost her hair, she was verbally attacked and forced to go out with mental protective gear to be prepared for what was to come. This insight in Linda was so strong and she has long wanted to highlight differences as a strength and not a weakness.
From each sold bottle 20€ is donated to the Rainbow Fund which supports organisations and projects in countries where rainbow persons are discriminated against, persecuted, and killed.
She wanted to offer support to those who feel like she once felt before and ensure them that it is ok and beautiful to be different.
When self-care meets body hair.
Estrid is an interesting case because they create the brands with the customer and experience in focus. Currently, they are one of the fastest-growing startups in Europe, driven by an innovative and open mindset. In a very short amount of time, they have scaled from an ambitious three-person start-up to a team of over 70, launched on 12 markets, built a community of like-minded people, gathered a team of exceptional talent, and raised millions for charities
Their mission says everything about why they are growing so fast, "Hair removal is not mandatory. However, good hair removal should be. That's why we created Estrid." Consumers are looking for brands that can accommodate their specific needs without sounding judgemental or telling users how to live their lives.
Common Clouds was born out of a simple vision to remove the stigma around acne.
The brand approach to it is, it's re-affirmative, the Cloud Patches are almost invisible that suit all skin types and tones for day/use, night, or both. the link between acne and mental health is well established. Skin conditions like acne affect everything from self-image to social interactions. When people have acne, they tend to isolate themselves and avoid doing things that usually make them happy. We’ve seen the rise of filters for a long time on social media and Common Cloud is on the other side o this trend and encourages their consumers to feel less lonely and to wear their skin - pimples or not - with pride.
Gun Ana takes pride in offering products with high sun protection, nourishing skincare ingredients, and chic packaging made from recycled plastic.
A UV Body Mist, a transparent spray with a light scent of cucumber and mint. Available with SPF 50 and SPF 30. In addition to generous sun protection, this also includes skin care oils from, for example, oats.
In Sweden big beauty companies only decide to pump out sunscreen sometime in May signals that it is only during the summer that the skin can be damaged by the sun, which we know it’s not true. Going around it is indeed extremely hard to find sunscreen out of the summer season like in more sunny countries. Gun Ana understands that for Swedes to use sunscreen all year round is a habit that they don’t cultivate. So for the consumer, it can be difficult to find a sunscreen that is perceived as attractive. People are bored with the same old brands. The market is eager for a fresh, product that appeals to both men and women. Gun Ana has big plans for the future All planned products can be described as "unisex protective beauty" and their focus will always be sun protection. A day cream is on the way this autumn. Also containing protection against blue light from screens.
ALLÉL is a DNA-tailored skin care sensation with cutting-edge skin science that identifies how genetic markers contribute to individual aging through DNA analysis.
All focus on the premise that the skin care of the future is exclusive, has taken over 10 years to develop and has previously only been available to a few. The products are designed and developed in Sweden and produced in Switzerland. ALLÉL's range includes five different series that focus on different types and needs. The product name is a clue to a DNA type but also to the product's function.
Gender-free conscious clean beauty. Colekt is a Stockholm-based brand in creation and exploration inspired by Scandi nature, cultural heritage, and seasonal mood.
Throughout the development of a product, there is a holistic approach of considering the consumer and the expected results as well as the science and technologies allowing the company to responsibly source ingredients from nature.
All formulas are developed with results driven by nature in mind. For example oak extract, red algae found in Scandinavian water, and Elder. Colekt is solving the issues around gendered fragrances by making niche-free products that are suitable to whoever enjoys the scents without having to be judged by the label the product carries and opening up the options for diverse and empowered customers with stronger values such as diversity, inclusion, and sustainability.
The future of skincare. Unisex, Vegan, Skin Microbiome-certified, Skin-natural, Biotech-made.
The premiering range consists of two categories — skincare and supplements — and includes a night cream, a day fluid, a serum, a lip treatment, and a face cleanser as well as supplements with skin moisturizing properties, skin antioxidizing properties, and body relaxation properties.
The Post-Natural Campaign. What they want to achieve with this campaign is to shed light on the problematics of so-called ’natural’ and ’clean’ skincare, while at the same time offering an alternative — a progressive alternative that works for all skin types and the planet. In essence, They believe that biotechnologically made molecules could be the future of sustainable skincare.
MANTLE is professional and results-oriented skin care formulated with active and botanical ingredients. The products are developed with multifunctionality and results in mind and promote optimal skin health.
The Mantle is a proud female-founded premium CBD brand born in Sweden. Their mission is to break new ground and become Europe's most loved CBD brand through a premium offering. The brand reinforces the message of self-love and acceptance on its social media, they use models of various ages, skin types, and colors. Their communication is empowering and the brand is celebrated amongst the queer influencer scene.
OQUIST COSMETICS was founded by a father and daughter duo, both with extensive experience in the cosmetic industry and a heart for nature and sustainability, the brand uses terracotta sculptures instead of the usual plastics for the packaging.
Oquist’s philosophy lies in the Art and Beauty of nature. That is why they’ve created a waterless and multifunctional skincare brand and the range consists of four genderless products, such as the 6in1 Serum and 5in1 Butter, that are suitable for all skin types and together replace the need for 20+ products for the face and body, continuing to honor the Earth they've decided to store their formulations in a Sustainable clay Sculpture, made to be upcycled at home.
Personal care and beauty in Scandinavia are evolving towards inclusivity, self-expression, and sustainability. The region is witnessing a rise in gender-inclusive products and services, with a focus on individuality and personalisation.
Embrace the New Wave of Self Expression!
Younger generations are rewriting the rules of gender, sexuality, and self-expression with passion and creativity! Say goodbye to old-fashioned ways and gender norms as Gen Z and Millennials lead the charge toward a more inclusive and diverse world.
Swipe through Insta and TikTok to witness a powerful new wave of acceptance, where gender fluidity takes center stage in life and fashion! Gen Z and Millennials embrace individualism, celebrating uniqueness and authenticity.
Startup founders and influencers are paving the way for a brighter future, championing inclusivity and consciousness. Together, we're forging a path toward a society that celebrates everyone's identity and self-expression!
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