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About Us

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A beauty company like no other

For over 55 years we have enabled people from all over the world to celebrate their personal beauty and fulfill their dreams. We create and offer high quality, safe, trend-driven products to beauty lovers and the unique possibility to become part of a global beauty community.

Beauty by Sweden

As a Swedish beauty brand we believe that when you look and feel good you have the opportunity to reach your full potential. And together with a passionate and supportive global community anything is possible. That's beauty from a Swedish perspective.


In 1967, two Swedish brothers and their friend set out to create a different kind of beauty company, one that offered new kinds of products. And, that's exactly what they did.

Our history

In 1967, two Swedish brothers and their friend set out to create a different kind of beauty company, one that offered new kinds of products. And, that's exactly what they did.

For us, beauty is a way of life to be healthy, enjoy beautiful skin, express oneself and have fun together. At the same time, our products must be safe, reliable and deliver the results they promise. This philosophy is what guides us in creating products you can trust and fall in love with.

Our product philosophy

For us, beauty is a way of life to be healthy, enjoy beautiful skin, express oneself and have fun together. At the same time, our products must be safe, reliable and deliver the results they promise. This philosophy is what guides us in creating products you can trust and fall in love with.