Scandinavian beauty (Scandi-beauty or S-beauty) – instantly recognisable by its minimalist packaging, sustainable credentials, sleek designs and clean ingredients – is the big beauty trend making headlines. From organic face-mists to genderless fragrance, sustainable makeup to beauty enhancing supplements, the best of these innovations (and insights) can be discovered at Eco Life Scandinavia trade show, which takes place at MalmöMässan in Sweden on 13-14 November.
Event manager Melina Viking explains: “As selfcare and wellness continues to be a strong growth category among consumers in Scandinavia, the region is home to some of the most pioneering natural, organic and sustainable beauty brands in the world.
“Less is more, and performance is key in Scandinavian beauty – it brings sophistication, the power of simplicity and sustainability to the forefront. So, for leading trade buyers, retailers and beauty professionals looking to discover home-grown beauty brands that are part of this global trend – the show in November is a must-attend.”
Super local, super minimalist
Among the exhibitors showcasing what Scandinavian beauty has to offer are: Donna Taponero (natural skincare), Flow Cosmetics (mineral makeup, skincare and soaps), Conlo (liquid collagen), Wise Organic Skin Lab (organic skincare), Rosenserien (eco skincare), Luonkos Finland Oy, Sufraco (soaps), Aspecto Beauty, and Sæbeværkstedet (oils and masks) – with more yet to be confirmed.
“Influences from outside Europe have dominated for a while, but now the super local and super minimalist, with a small carbon footprint, is really interesting for customers,” says Hannah Sjöström, founder of the online green beauty shop Naturligt Snygg.
The S-Beauty Hour
Reflecting the importance of the S-beauty trend – the Natural Beauty Theatre will host a number of sessions in a dedicated S-Beauty Hour – allowing specific brands to present their ranges live to the audience. It’s a win win for everyone involved; exhibitors can preview their innovations and visitors can stay ahead of the curve with what’s new on the market.
Sessions already confirmed include a presentation by Tony Irving for Sweden Eco, about the launch of the new organic skincare line for men. Dancer and choreographer Tony Irving (best known as the jury chairman from TV4’s dance program Let’s Dance) will be talking about the development of the range – in everything from function and fragrance to appearance and packaging size.
Piritta Fors, founder and CEO of Finnish brand Luonkos, will also be sampling her latest product range to attendees within the dedicated beauty hour. Luonkos produces everyday luxury skin care products with basic ingredients, which include organic oils, superfoods, plants, wild herbs and aromatherapeutic essential oils.
“Our oil cleansing cakes became a nationwide sensation super quickly in Finland and is loved by many. We cannot wait to spread the word internationally about these solid facial oil cleansers, superfoods and vitamins – packed in zero waste packages. Eco Life Scandinavia seemed like the perfect next step for Luonkos to take,” says Piritta Fors.
Further details and session timings will be announced in September.