Scandinavian Tag

Contained in the Rise of Scandinavian Beauty Magazine Headline: S-Beauty Rises Call it the hygge effect. Scandinavian beauty is having a moment, and recent brands are percolating. Industry executives say their lure is manifold, from their eco-friendly positioning to minimalist aesthetic. Here, a take a look at some notable entrants. Tiny Associates David Hjalmarsson believes biotech and skin microbiome are game-changers for the sweetness industry. So for the Stockholm-based skincare brand Tiny Associates, he zooms in on those. “We try to make use of as few nature-derived ingredients as possible and campaign for synthetic ingredients, which biotech ingredients could be described as being,” the founder explains. “The storytelling around it's interesting and the sustainability impact of biotech might be significant,” continues Hjalmarsson — who says he’d...