The Rise of Scandinavian Beauty
If you’ve been to Denmark, Norway, or Sweden, you know that Scandinavian street style is all about comfort and simplicity—and that philosophy translates to skincare, too. Scandinavian beauty is built around the principles of hydration at every turn , sustainable packaging, and practicality—all of which can be appealing to those looking for the opposite ofIn recent months, Nordic beauty brands have made headway on the other side of the pond.
To understand Scandinavian beauty principles, you must acknowledge that Nordic beauty is a lifestyle—it's more than a range of products and benefits. These principles fall into three factors: conscientiousness, nature-inspired, and hydration-focused. A key principle within Scandinavian beauty is the usage of naturally derived ingredients from sustainable local sources.
Take a walk down any aisle in Sephora or Ulta, and you’ll notice the rising demand for science-led products that deliver hydration—even in the sweltering summer months. “Hydration-focused products account for 80 percent of the skincare category as they are the base of an effective routine for any skin type,” says Osorio. “As Scandinavian countries have very cold temperatures, traditional beauty rituals have in turn revolved around hydration.
“I think Scandinavian basic culture has a natural approach and is very focused on being practical, reducing necessary fuss, being direct, and choosing an approach of whispering and not screaming,” says Sacha Mitic, co-founder of Sachajuan. This mindset is the root of the Sachajuan brand, whose philosophy is to reduce superfluous products, ingredients, and routines. Danish-born makeup artist Kirsten Kjaer Weis had a vision to fuse Scandinavian beauty with the edginess of New York.
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