If you’ve been to Denmark, Norway, or Sweden, you know that Scandinavian street style is all about comfort and simplicity—and that philosophy translates to skincare, too. Scandinavian beauty is built around the principles of hydration at every turn (thank you, cold temperatures), sustainable packaging, and practicality—all of which can be appealing to those looking for the opposite of Korean beauty’s multi-step approach to skincare.
In recent months, Nordic beauty brands have made headway on the other side of the pond. There are myriad reasons for this surge, but one primary reason sits within the northern region's heritage. “Scandinavian practices are becoming more mainstream in North America because their heritage beauty principles are closely connected to the trends we have seen evolve after the pandemic,” says Maria Osorio, director of marketing and product development for Cosmetica Labs, a manufacturing company responsible for manufacturing top beauty brands around the globe. “Many of these trends began as stay-at-home habits but became staples in the consumer’s day-to-day while adapting to their new normal.”
