Scandinavian beauty is all about minimalism, hydration, sustainable packaging, and a love of nature. The products promote environmentalism and an eco-conscious lifestyle through their business practices. They also don't use color dyes and typically come in black-and-white packaging, which is much better for the environment.
Along with eco-friendly products, this beauty trend values using natural and pure ingredients that come straight from nature. The countries that make up Scandinavia are filled with natural wonders including glaciers, mountains, fjords, and more — and many of their natural wonders can be found in their beauty products. Founder of Scandinavian beauty brand Eleni & Chris, Christinah Nicolaisen tells Byrdie, "When we were developing, our goal was to formulate our products from a selection of the purest ingredients sourced directly from the Scandinavian environment."
Scandinavia is home to frigid winters, which is why hydration is such an integral part of the makeup trend. Products are focused on providing the skin with intense moisture, protecting the skin's barriers, and leaving you with a dewy glow. Along with nourished skin, this trend embraces a natural, fresh-faced look. Tiina Isohanni, Nordic skincare brand Lumene's vice president of research and development and sustainability, tells Vogue Scandinavia, "Nordic consumers are truly natural in their beauty ideals, they don't want to cover up with too much makeup but tend to prefer a look that is effortlessly chic and fresh."
