10 Swedish Beauty Brands to Watch in 2025

A New Wave of Innovation from Sweden

Sweden continues to punch above its weight in the global beauty industry. Known for its minimal aesthetics, thoughtful formulations, and strong storytelling, the country has produced an impressive roster of beauty brands that resonate far beyond its borders. The ten brands featured here span skincare, fragrance, makeup, and personal care—each bringing something unique to the table. These are the brands I’m watching closely in 2025.

Verso

Skincare veteran Lars Fredriksson founded Verso in 2013 with the goal of delivering highly effective, retinol-based products in a minimalist format. Known for its proprietary Retinol 8 complex and typographic visual identity, Verso has remained a consistent player in efficacy-led skincare with Scandinavian restraint and clarity.

Oquist Cosmetics

Founded in 2021 by Olga Ringquist and Pavel Babneevs, Oquist Cosmetics merges ecological consciousness with bold design. Known for its distinctive terracotta packaging and waterless formulas, the brand is positioning itself at the intersection of sustainability and luxury beauty—emphasizing multipurpose, refillable routines. You can learn more about Oquist in my previous feature.

Melyon

Model Roger Dupé launched Melyon in 2020 to address the lack of representation for darker skin tones in Scandinavian skincare. The brand offers inclusive, dermatologically formulated products housed in elegant packaging, redefining what luxury looks like in a Swedish context while staying grounded in its founder’s personal mission.

Manasi 7

Founded in 2016 by professional makeup artist Susanne Manasi Persson, Manasi 7 is a hybrid beauty brand that fuses performance with purity. With a focus on multifunctional, cream-based makeup in consciously crafted packaging, the brand embraces a slow beauty philosophy that resists seasonal churn in favour of lasting design and formulation integrity.

Estrid

Founded in 2019 by Amanda Westerbom, Ben Eliass, and Alan Aygun, Estrid shook up the razor market with its direct-to-consumer model, soft branding, and vocal social values. The pastel-coloured razors and accessible pricing helped it scale quickly, but its success lies in turning a basic hygiene tool into an emotional and aesthetic product experience.

Obayaty

Launched in 2023 by Pontus Frankenstein and Lajjo Strand, Obayaty is a new player in the high-end, men’s makeup and skincare category. With a focus on holistic wellbeing and architectural packaging, the brand leans into design minimalism while promoting rituals rooted in self-care rather than identity-based segmentation. You can read my Beauty Brand Breakdown about Obayaty to get more of my thoughts on the brand.

Stora Skuggan

Perfumer and visual artist Tomas Hempel launched Stora Skuggan in 2015 as a conceptual fragrance house blending mythology, surrealism, and olfactory craft. The brand’s whimsical yet cerebral scents, housed in bottles topped with bulbous sculptural caps, position it as one of the more artistically driven niche perfume brands to come out of Sweden.

Mantle

Mantle was launched in 2019 by Josefin Landgård and Stina Lönnkvist, bringing CBD skincare into Sweden’s wellness space with a distinctively editorial and aspirational aesthetic. While it began with hemp-based skincare, Mantle has since expanded into supplements and scented products, evolving into a broader lifestyle and wellbeing brand.

Cra-Yon

Created in 2020 by Christine and Niclas Lydeen—also the founders of the cult brand Agonist Parfums—Cra-Yon reimagines niche fragrance through a lighter, more playful lens. Focused on mood-based scent selection and vivid, travel-friendly packaging, Cra-Yon aims to make fine fragrance more intuitive, accessible, and fun without compromising olfactory quality.

L:A Bruket

One of the earliest modern Swedish beauty brands to gain international recognition, L:A Bruket was founded in 2008 by Mats Johansson in the coastal town of Varberg. With an emphasis on natural ingredients, spa sensorials, and tactile, apothecary-inspired design, the brand remains rooted in the Swedish west coast lifestyle while continuing to scale globally.

Final Thoughts

The Swedish beauty scene continues to evolve—balancing clinical credibility, natural sensibilities, and striking design. Whether launching new category concepts or refining heritage aesthetics, these brands reflect the values shaping the next era of beauty: clarity, purpose, and a point of view. As 2025 unfolds, these are the ones setting the pace.