Beauty beyond minimalism: Why Scandi beauty is attracting the global consumer

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This article was originally published in Cosmetics Business’ Beauty Hotspots Trend Report. Receive your copy here

When you think about Scandinavian design, what comes to mind? Minimalism and greige tones?

As an aesthetic, minimalism has been the hallmark of Scandi lifestyle products for years – from home décor to beauty. But a shift has taken place and Scandinavian beauty has evolved into a far more rounded concept that aligns with what global consumers are looking for today, demonstrated by the success of many brands from the region.

“Today, Scandi beauty is less about ‘minimalism’ in the traditional or aesthetic sense and more about a cultural approach to beauty. It’s rooted in a mindset: clarity, honesty and a deep respect for nature and wellbeing,” says Johanna Augustin, CEO & Partner of Swedish creative agency Pond Design, a specialist in strategy and packaging, who has worked with brands including Oriflame and Lumin.

“Importantly, Scandi beauty has matured from being known only for its ‘minimalist aesthetic’ to gaining recognition for its holistic brand worlds and meaningful narratives, making it uniquely relevant on a global scale,” she adds.

Modern over muted

Mantle combines modern, honest formulations with elevated design

So how is this ‘new Scandi’ concept showing up across beauty brands?

In terms of design, Augustin says this translates to hyper-considered details, quiet confidence and elevated simplicity and a visual clarity that feels modern rather than muted.

“The best Scandinavian beauty brands have a sense of purposeful restraint. Every choice is intentional, never ornamental. These brands signal trust, transparency and realness rather than perfection,” she says.

For example, skin care brand Mantle’s design, imagery and choice of models gives a sense of realness. “It’s raw, new, beautiful and inspiring,” she says.

Mantle, which recently launched The Longevity Serum, formulated with a blend of growth factors, peptides, and stem cells to help skin look and feel firmer, smoother, and more elastic over time, is becoming more popular globally with its clinical formulas, actively expanding in Europe and the US.