The Best Beauty Secrets from Sweden

Countless different cosmetic products? Many Swedish women don’t like that at all. Instead of relying on endless steps in their beauty routine, they prefer high-quality skincare basics. Natural cosmetics are all the rage – purity is the top priority. Many Swedish women love to mix a few basic products or use them “off-label” to optimize their effects.

For example, a rich eye cream can also be used to care for the area above the lips and prevent wrinkles there. Or a bit of facial oil is added to the cleansing gel to prevent the skin from drying out. Many Swedish women completely forgo foundation and instead give their skin a radiant glow with a moisturizer and facial oil. And they do it brilliantly.

Beauty in Sweden has a lot to do with nature. Wearing flower crowns during Midsummer has always been a Swedish tradition: girls and women weave lucky crowns from flowers and grasses, symbolizing the beauty of nature. Similarly, the typical red Swedish houses with their white trims symbolize the harmonious connection between tradition and nature. The well-known Lucia Day on December 13, a procession of white-clad girls with candles, also follows the tradition of beauty and light in winter.

No wonder, then, that fake lashes, heavy foundation, or extravagant lip colors are rather rare in Sweden. Even when it comes to makeup, less is more – natural and fresh-looking styles seem to be more popular in the far north. Beauty routines should be as simple as possible; long beauty sessions are unpopular. Subtle eye makeup, a bit of blush on the cheeks, and nude tones on the eyes and lips are more than enough for many Swedish women. They prefer to impress with their natural radiance.

In Sweden, it stays light for a long time during summer – good sun protection is therefore indispensable. It protects the skin and prevents signs of premature skin aging. Many Swedish women apply their sunscreen products or moisturizers with SPF not only daily on their face but also on all areas exposed to sunlight. And this applies to every season: Even in winter, which is known to last long in Sweden, UV radiation can promote skin damage.

In Sweden, clear, cold water is very popular – not just after the sauna. After daily facial cleansing, many women there also rely on a refreshing splash of cold water. This can not only reduce swelling, promote blood circulation in the skin, and soothe minor inflammations, but it can also provide a fresh and radiant glow. A bath or shower with cold water also benefits well-being and, consequently, appearance: Both stimulate the nervous system and are the perfect start to a good and active day, whether in Sweden or elsewhere.

Spending time outdoors – a given in Sweden. It’s not only good for the soul, but the skin also benefits from it. Fresh air supplies the skin cells with fresh oxygen, supporting their regeneration and promoting a healthy appearance. Blood circulation is improved, enabling nutrient supply. Being in nature helps reduce stress, which can positively affect the skin's balance. Humid air provides the skin with moisture and prevents it from drying out. Pollutants that can accumulate from staying indoors are better eliminated outdoors – resulting in a radiant complexion.

Natural ingredients play an important role in the beauty routines of Swedish women. In the Scandinavian country, there is a strong connection to nature – this is also reflected in skincare. And for good reason: The risk of allergic reactions or skin irritations is significantly lower when using natural cosmetics without synthetic chemicals and artificially produced fragrances. Sustainability and environmental friendliness are also important topics for many people in Sweden. The ecological footprint of cosmetics with natural ingredients is smaller – they are often biodegradable as well.

The products of our new brand minLen, developed by Madeleine Bernadotte and Weleda, are also based on the principles of sustainability and absolute naturalness. In the gentle, natural skincare for babies, children, and young adults, proven Swedish powerhouse plants like sea buckthorn, flax, or wild blueberries, known for their nourishing properties, are included. A central idea is at the forefront: protection and strengthening. The goal is to support and fortify the skin without overwhelming it. The protective barrier of children's skin should be preserved as best as possible.

Madeleine Bernadotte herself is a mother of three children and has incorporated her personal experience into the development. Together with Weleda, she is taking a stand against a concerning societal trend: More and more children and teenagers are using cosmetic products at an early age – often ones that are not optimally tailored to their needs. The products from minLen, with their skin-pampering formulas, are specifically designed to be gentle yet effective. They are suitable for sensitive baby skin as well as the delicate skin of children and teenagers.

The fine floral or sparkling-citrus fragrance compositions from minLen are subtle, unisex, and pleasant for all ages. For the little ones, the baby care remains deliberately free of any fragrance – completely natural and gentle.

Because family care can also be stylish and fun, the product design of the minLen care line is presented in a Scandinavian-minimalist look: modern, clear, positive, bright, open, and friendly. Just like the country and its people.