Beauty
The Swedish beauty industry spans skincare, makeup, haircare, wellness, aesthetic treatments and beauty tech, and is globally recognised for its innovation, quality, and trust-based approach.
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Coordinator
Business Sweden
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Contact
Franca Lippitz
Sweden's beauty industry encompasses skincare, makeup, haircare, body care, fragrances, aesthetic treatments, beauty technology, and beauty-from-within products such as supplements and wellness solutions. Globally, the beauty sector is one of the most profitable in the consumer market, with strong growth and high margins, particularly for premium products.
Swedish beauty brands enjoy a strong global reputation for their focus on safety, performance, and innovation. Rooted in a culture of transparency and trust, they consistently meet high consumer expectations and deliver on their promises.
Team Sweden Beauty
With strong export growth since 2019, it represents a strategically important sector for Sweden’s international competitiveness. Within Team Sweden, coordinated efforts by actors such as the Swedish Institute and Business Sweden are strengthening global visibility, market access, and growth opportunities for Swedish beauty companies.
The constellation is continuously evolving, with additional initiatives and collaboration opportunities currently under development.
The Swedish Institute is developing a beauty toolkit (launching fall 2026) to help Swedish brands strengthen their positioning and unlock new export opportunities.
Business Sweden drives a range of trade promotion initiatives, including S-Beauty Matchmaking Days in Stockholm, connecting Swedish brands with international buyers, and the Swedish Pavilion at Cosmoprof Bologna. In addition, Business Sweden provides tailored advisory services to support companies’ international growth.