Scandinavian beauty is having a moment. For a while now, the international beauty industry has been turning its eyes towards the clean ingredients lists, functional formulas and aesthetically pleasing products championed by beauty brands in the Scandinavian region. And contrary to its counterparts K and J-beauty, S-beauty relies on a philosophy of less is more, which falls perfectly in line with the notion of all things Scandinavian. For the people in the north it’s all about quality over quantity, as well as function over fancy routines. Keep scrolling for reasons to why Scandinavian beauty deserves a spot on your bathroom shelf.
Scandinavians approach beauty in a very holistic way. And it therefore doesn’t make sense for them to fill their beauty routine with products containing synthetic elements or chemicals. Instead you’ll find brands using natural ingredients such as glacier water, aloe vera and natural oils to keep the skin healthy and nurtured, even in the regions cold Winters. The Danish skincare brand NUORI has taken this to the next level, building its business around being as fresh and pure as possible. NUORI’s products only contain ingredients of natural origin, and freshly blend its products in small batches every third month to ensure freshness of every product. Intrigued? Then try a NUORI Beauty Treatment available once a month, exclusively at ILLUM Beauty Hall.
One of the appeals of S-beauty is its clean and minimalistic packaging that will instantly elevate any bathroom shelf. But don’t let yourself be fooled by the simplistic shell because these products are anything but basic. For Scandinavians quality ranks high, especially when it comes to things we put on our skin. Makeup brand Kjær Weis, founded by the Danish-born celebrity makeup artist Kirsten Kjær Weis, understands this. The brand launched after identifying a lack of organic luxury beauty on the cosmetic market. Kjær Weis creates, as the brand puts it, “makeup that works with your skin, not against it”. In refillable packaging so looking good doesn’t cost the earth.
S-beauty is first and foremost about efficacy. Here functionality and results go hand-in-hand. And chances are, a ten-step Korean beauty ritual would get lost for most Scandinavians, who would rather hit the snooze button than to get up hours before they have to – just to do their skincare. Instead they aim for easy routines with visible results, and here the beauty brand Tromborg is an expert. Built on a philosophy of products that are easy to use in a busy everyday life, Tromborg creates efficient skincare rooted in science. Its functional formulas serve to find a balance between beauty and nature with ingredients that are both organic and natural.
All products are available at ILLUM Beauty Hall.