Business Sweden and the Swedish Institute are, on behalf of the Swedish Government, carrying out an export promotion initiative for the Swedish cosmetics industry. Business Sweden is organising the first dedicated international buyer initiative within Swedish Beauty, bringing leading buyers, distributors, and retail decision-makers from several European markets and the Middle East to Stockholm to meet 16 Swedish beauty brands.
S-Beauty is an initiative and joint positioning of the Swedish beauty industry, built around Swedish strengths in innovation, functionality, sustainability, and a natural approach to health, wellbeing, and beauty. This event builds on dialogue between Minister for Foreign Trade Benjamin Dousa and representatives of the Swedish beauty industry about the need to strengthen Swedish beauty exports and increase the sector’s international visibility. It is part of efforts to establish S-Beauty as an international concept, with Swedish innovation, sustainability, health, and quality at the heart of the offering.
— The Swedish brands are the foundation here, ranging from skincare, haircare, beauty, and colour cosmetics, Franca Lippitz, Senior Project Manager and responsible for Consumer Goods at Business Sweden, said during the opening reception. We’re so impressed by your dedication, not only to the brand itself and the products, but to your company and how you are so invested in letting the company grow beyond Sweden. You all have something in common: that you all stand for quality and reliability in your products.
— Arranging this for the first time ever, I believe it will be a proud tradition to follow in many years to come, said Lars-Erik Tindre, Head of Department for Trade Promotion, Nation Branding and CSR. We have a very strong startup lined up here with sixteen Swedish beauty brands and international guests representing ten countries. It’s quite a representation that shows both the international interest in the Swedish beauty brands and the potential for cooperation, of course.
— The Swedish beauty brands, he continued, have a strong international reputation for quality, transparency, and sustainability. It builds on a long legacy of innovators and entrepreneurs in Sweden, and we are definitely a society of early adopters. Swedish beauty brands have contributed to growth in Swedish exports, doubling the sector’s export volume over six years, and this is a part of the Swedish government’s ambition to strengthen Swedish exports and enhance the international competitiveness of Swedish small and medium-sized beauty companies. The era of S-beauty has begun. I really hope that this marks the beginning of many new business journeys together with you.
— What’s next? This is only the beginning. We will, of course, continue our close dialogues with the Swedish beauty brands, but also with our international guests to see what we do after this. We are really looking forward to seeing how we could collaborate on an individual basis, but also as a group, to see how we can take Swedish beauty further internationally.
Selected brands:
Astaxin, By Ström, Common Clouds, Dashl, EVY Technology, GLOWiD, Gun Ana, Headon, IDUN Minerals, Lenoites, LH Cosmetics, Little Cirkus, Recipe for Men, Skinome, TanRevel, and XLASH.
Related Stories
