I first became aware of the wonders of Swedish beauty when a friend introduced me to the female-founded, cruelty-free, vegan and gluten-free Scändic Beauty. Crafted in Colorado by a Swedish nurse, the brand doesn’t use phthalates, sulfates, parabens or SLS. It’s also incredibly effective while remaining gentle and all natural. I’ve been using the Ung/Young Line Smoothing Serum ($85), which is harkened to natural Botox and has visibly reduced my forehead crease, and the Skön/Beautiful Rejuvenating Moisturizer ($75), which brightens, plumps and calms the skin. I love the range’s emphasis on natural ingredients that you can pronounce. Also, the packaging is pretty chic.
Though I’ve yet to try Apolosophy, a kind of clean-beauty-friendly Swedish drugstore brand, I was drawn to its commitment to conscious packaging, innovative formulas and bettering the health of all who use it. Scroll through the Apolosophy site and you’ll notice things like the Face Intense Moisture Eye Cream ($6), which notes ingredients like creatine and is entirely vegan, and the Cleansing Gel ($5), a soap-free cleanser that uses glycerin to moisturize and remove impurities without upsetting the most sensitive of skin. It’s also super affordable.
Founded by Sweden-born Petra Strand more than 20 years ago, Pixi may have been launched in London, but it definitely holds Scandinavian beauty values close to its heart. The entire product range is created to make you appear rested and naturally radiant with the help of botanicals and beneficial ingredients like ceramides and rose oil. I’m partial to the Glow Tonic ($15) with glycolic acid and the gold-, cucumber- and coconut-infused DetoxifEYE hydrogel eye patches ($24), having used both after a particularly tiring trip to Coachella.
If you’re on the hunt for the next big thing in beauty that’s in line with your clean and nontoxic ideals, try Swedish beauty. Your skin certainly won’t mind.