After the huge K-beauty trend and its 10-step-routines, there’s a growing global buzz for Scandinavian S-beauty and its innovative products with sustainability at its very core. In the latest issue of our printed magazine, we highlight 13 innovative beauty launches. This is #5.
Wirén Ekehjelm is an authorized beauty therapist and born and raised in a textile family. So, when she realized that she and her colleagues lacked nice and professional beauty essentials to work with in their treatments, the step was not too long.
— The selection of, for instance, towels was very poor. I have always been into both details and development — also running my own beauty salon for many years — and with my family’s background, I did already have some knowledge about fabrics and more. It took me 1 year before we could launch Amelie Soie, she tells.
The range includes a strong selection of silk products.
— Silk has so many good benefits. But, it’s important to know what kind of silk that you’re looking for. Mulberry Silk, which we work with, is the purest of them all. It contains amino acids that will help keep the skin’s moisture, give you less sleeping crease, and is good for eczema and allergies. It doesn’t make your hair frizzy and will keep it in place and make it less greasy. The list is long!
Amelie Soie just launched their Holiday Collection The Perfect Duo, including a silk pillow and silk sleep mask as well as doorknobs in 3 different colours.
— Now, after almost 4 years we try to work with our current beauty heroes as much as possible since they last over time and are the best for your daily beauty routine, both at home and in-salon and spas, Wirén Ekehjelm concludes.
#1: After our heavy use of sanitizers, this innovative hand mask is a saviour for your hands
#2: Why HAVU can serve as the perfect example of a conscious cosmetics brand in 2021
#3: When finished, Sprout’s patented makeup products can be planted and grow into wildflowers
#4: How a shorter shelf life for Skinome’s freshly made retinol creates a more effective cream