Swedish beauty brand OBAYATY deepens its presence on home turf with the opening of a pop-up at Nordiska Kompaniet, Stockholm, open until the end of 2026. Known for its blend of skincare and cosmetics wrapped in sleek refillable design, the brand positions the space as more than retail: a place to explore identity, expression, and what beauty can mean for men today.
Co-founded in 2021 by Pontus Frankenstein, Max Martin, Lajjo Strand, and Anna Ryott, OBAYATY began in a Los Angeles music studio and came to market three years later in 2024. It has since gained international recognition, landing in Selfridges, Dover Street Market, and more than 50 select stores across Europe.
The pop-up sits just above NK’s central atrium. Walnut surfaces and brushed metal frame the space, anchored by a glass table by artist Fredrik Nielsen. It becomes an architectural stage for OBAYATY’s collection, inviting visitors to test, play, and find their own expression, with one-on-one consultations also available.
”We want to broaden the view of beauty and make it more intuitive, more obvious. Our pop-up is a way to invite people into that world, here and now,” says creative director Pontus Frankenstein.
NK’s first dedicated space for men’s beauty turns retail into a cultural conversation on men, beauty and self-expression.
