Ever wondered which beauty brands in Sweden excel at creator marketing? We crunched the numbers to bring you the top ten. Our ranking looks at the brands with the most mentions from Instagram creators. Download the infographic to view the top ten brands, or keep reading to dive deep into their strategies.
1. Caia Cosmetics
Caia Cosmetics, founded in Stockholm in 2018, is a trailblazer in the Nordic beauty scene. Launched by social media star Bianca Ingrosso and her team, this brand has quickly become the fastest-growing beauty company in the Nordics and is currently valued at $50M.
Who do they work with?
In the last 12 months, 1.8k creators have posted about Caia, driving a total estimated media value of €5M.
Their top collaborator is founder Bianca Ingrosso, with her 1.4 million Instagram followers. Other key partners include Vanessa Lindblad (99.7K followers) and German model Stefanie Giesinger (5.2M followers).
Caia's influencer marketing strategy emphasizes long-term partnerships, with 56% of their collaborations lasting over 6 months.
Influencer content strategy
They are heavily focused on Instagram stories, which make up the majority of their content.
Their content tends to be quite product-driven, and often features reviews and tutorials. Their main star is clearly founder Bianca, who often promotes new product drops.
Why it works
Caia's influencer strategy succeeds for several reasons:
- Founder Bianca Ingrosso's genuine passion resonates with audiences
- Quality products at affordable prices makes the brand appealing for influencers to promote
- Bold ideas like music video collaborations set them apart in the beauty space
2. Estrid
Estrid is a vegan hair removal and body care brand founded in Stockholm in 2019. With a mission to promote body confidence for all, Estrid challenges the traditional hair removal industry by offering inclusive products and empowering individuals to embrace their authentic selves and create personalized self-care rituals. Estrid has quickly grown to serve millions of subscribers across Europe and is available in over 10,000 retail locations.
Who do they work with?
In total, 1.3k creators have mentioned Estrid in the last 12 months, and the brand has appeared in 6.8k Instagram posts.
The brand’s biggest supporter is reality TV star Tim Kampmann, who has 2.9M followers. The brand also works with curvy influencer Michelle Nayla (625k followers) and self-described “mid-sized” creator Emma (85k) who both promote body confidence and self-care.
Influencer content strategy
Creators help amplify the brand’s key message that every body is beautiful and everybody deserves to feel good about themselves.
For example, curvy influencer Michelle recently shared her vacation holiday routine, showing how she uses Estrid.
What shines through is how much the influencers really love the products. Influencer Emma (@throughemseyes) shared a passionate story promoting the “Body Fluff” vegan moisturizer, explaining that she has been a customer for nearly three years and would never use anything else.
The brand also does a great job of using and reusing content from their most popular influencers to create IGC content.
Why it works
The brand’s creator strategy is super successful. Here’s why:
- Diverse range of influencers and focus on body positivity aligns with the brand's inclusive message
- Authentic product endorsements from long-term users build trust
- Real-life scenarios makes the products relatable
- Collaboration with high-profile stars like Tim Kampmann increases brand visibility
- User-generated content repurposed by the brand creates a sense of community
3. Sweed
Sweed Beauty, founded in 2015 by makeup artist Gabriella Elio, is a Swedish brand that's redefining beauty standards. Initially focused on creating the world's best false lashes, Sweed has since expanded its vision to embrace individual beauty through a range of innovative products. Elio's expertise as a makeup artist has been instrumental in developing high-performing, cleanly formulated cosmetics that fill gaps in the beauty market.
Who do they work with?
In the last 12 months, Sweed was mentioned by 2.1 creators in a total of 9.4k posts.
Their top creator is pro makeup artist Ramina Benjamin (77.5k followers), who also works with brands like Charlotte Tilbury, Sephora, Nars, Benefit, and Swedish competitor Caia Cosmetics. Ramina has mentioned Sweed 123 times, which is one time more than the company's founder.
Other key partners include Fatima Maziad (66k followers), skincare specialist and podcaster Hanna Schumi (36k) and celebrity author and designer Lydia Millen (1.4M followers).
Interestingly, Sweed's creators are mainly from the US, Italy, and the UK. 757 of their mentions are from US-based creators, and only 160 are from creators based in Sweden.
57% of their collabs are one-offs, and only 13% last six months or longer.
Influencer content strategy
The brand’s creators share tutorials and updates on the latest products, as you might expect, especially in stories. However, feed content tends to be more glamorous. Like this post of Italien DJ and model Catherine Poulain at the Ralph Lauren bar:
Why it works
Sweed’s influencer strategy is successful for several reasons:
- Gabriella Elio's background as a makeup artist lends credibility
- Collabs with international creators have enabled Sweed to expand beyond their Swedish roots
- Partnerships with pro makeup artists like Ramina Benjamin add even more legitimacy to the brand
- Glamorous lifestyle content creates a well-rounded brand image that's both aspirational and accessible
4. Maria Nila
Maria Nila, a Swedish haircare brand, started in 1999 when the Wikström family began mixing hair products in their garage. The brand is named after founder Ann's great-grandmother, who cared deeply for nature and animals. From these small beginnings, Maria Nila has grown to sell products in over 45 countries across 3 continents. They're known for their 100% vegan, color-protecting hair products and eco-friendly packaging—and they’re still run by the same family.
Who do they work with?
Maria Nila was mentioned by 886 creators in the past 12 months, appearing in 2.7k posts. Their top creator (in terms of the number of mentions) is micro influencer Vanity Milan (19.3k followers).
The brand has many macro and mega influencers, too, like Amelie Weissenberger (269k followers), Taylor LaShae (807k followers), and Kate Hutchins (1.6M).
Most of their creators are from the States, followed by Sweden, and then the UK. The average follower count is 208k and the brand mainly works with micro influencers. 53% of their creators have 10-100k followers.
Influencer content strategy
Creators share a mix of stories, posts and reels. The focus tends to be on individual products and how to use them to create certain looks. However, there is some entertainment-style and humorous content, too.
Jess Val Ortiz, a Puerto Rican influencer based in NYC, recently shared this meme showing how much she likes Maria Nila products.
69% of their mentions are one-offs, and only 8% of their collabs last longer than 6 months.
Why it works
Maria Nila’s influencer strategy is successful for several reasons:
- Maria Nila collaborates with a range of influencers, from micro to mega
- Combining informative tutorials with entertaining content keeps the brand's social presence engaging and relatable
- Influencers focus on what the products can do, which helps them reach a wider audience beyond eco-friendly and vegan communities
5. Mantle
MANTLE is a Scandinavian skincare brand founded by tech entrepreneur Josefin Landgard and branding expert Stina Lönnkvist. MANTLE combines clean ingredients with scientific formulas to create effective, award-winning products. The brand takes its name from the skin's acid mantle, focusing on strengthening the skin barrier in all its formulations. MANTLE stands out not just for its innovative skincare, but also for its empowering message that celebrates personal expression.
Who do they work with?
In the last 12 months, MANTLE has been mentioned by 539 creators in 2.2k posts.
Their top creator (in terms of the number of mentions) is the brand’s co-founder, Stina Lönnkvist (31kk followers). She also works with Swedish fashion brands like H&M and Arket.
The brand works with many more creators, too. The main ones are brow expert and makeup artist Felicia Kjellgren (45k followers), beauty influencer Margareta Grääs (133k followers), and lifestyle content creator Kristin Lagerqvist (109k followers).
The brand mainly collaborates with creators from Sweden, Germany, Denmark, and the Netherlands. 60% are micro influencers with 10k-100k followers.
60% of the mentions are one-offs, and only 4% of collabs last longer than six months.
Influencer content strategy
Creators frequently share posts, reels, and stories showing how they use the products, and their benefits. This makes sense, because the brand’s innovative products with scientific formulations probably need more education than, say, a lipgloss or a tshirt.
For example, Swedish stylist and photographer Emily Slotte (132k) shared a story of her using “The Green Mask” which consists of matcha, BHA and fermented honey to purify the skin.
Why it works
Here are a few reasons why Mantle’s influencer strategy is so successful:
- Co-founder Stina Lönnkvist's involvement as a top creator adds authenticity
- Beauty professionals like brow experts and makeup artists lend credibility
- Explaining product benefits and the science behind them aligns well with MANTLE's approach to skincare
- Creators from Sweden and neighboring countries help build a strong regional presence
6. Lyko
Lyko is a leading Scandinavian beauty retailer with a rich family history dating back to 1945. Founded as a small hair salon in Dala-Järna, Sweden, Lyko has transformed into a major ecommerce player in the beauty industry. The company launched its online presence in 2003 and has since expanded to eight countries, offering over 55,000 beauty products from more than 1,000 brands. The retailer also has their own product line that started with the Lyko “Wild Strawberry Sensation Extra Hard Hairspray."
Who do they work with?
In the last 12 months, Lyko has worked with 600 creators and was mentioned in 3.8k posts.
Their top creator (in terms of the number of mentions) is Lisa Maria Jönsson (110k followers) a 28-year-old mom and journalist studying in Stockholm. She works with many prestigious brands across a variety of industries, including Nivea, Ikea, and Zara.
The company also works with Alexandra Nilsson (302k), mom, entrepreneur and blogger Gabriella Joss Possler (203k), and Margareta Grääs (133k).
Three quarters of their influencers are from Sweden, and a handful are from Germany, Denmark, and various other countries.
Lyko is popular with micro influencers, who make up 64% of their collabs. The average follower count is 100k. The retailer values long-term relationships, and almost half of all their collabs are up to 6 months or longer. Around half (52%) are one-offs.
Influencer content strategy
Creators share mostly stories, and sometimes reels and posts, promoting individual products the retailer sells. This includes everything from makeup and haircare products to sunscreen. They sometimes encourage people to visit Lyko’s brick-and-mortar stores, too.
In this post, Swedish singer and designer Rebecca Stella (468k followers) encouraged people to purchase her perfume in a Lyko store or online.
Why it works
Here are a few reasons why Lyko’s influencer strategy is so successful:
- Lyko appeals to a wide audience with varied beauty needs
- Collaboration with multi-niche influencers like Lisa Maria Jönsson helps Lyko reach beyond just beauty enthusiasts
- Mix of micro and macro influencers provides both relatable content and broader reach
- Promoting both online and in-store shopping options through influencers supports Lyko's omnichannel strategy
- Featuring influencers' own product lines (like Rebecca Stella's perfume) adds exclusivity and drives traffic to Lyko
7. LH Cosmetics
LH Cosmetics is the brainchild of renowned Swedish makeup artist and influencer Linda Hallberg. Founded on the principle that "makeup has no rules," the brand offers a range of multi-use, cruelty-free, and vegan products designed to unleash creativity. With a focus on high-quality, versatile formulations, LH Cosmetics encourages users to experiment and play with makeup without limitations.
Who do they work with?
LH Cosmetics has been mentioned by 477 creators in the last 12 months, appearing in 2.5k posts.
Margareta Grääs, one of Sweden’s best-known creators, has mentioned the brand the most. She even has an exclusive collection with the brand, called LH cosmetics x Margareta Grääs. She has mentioned the brand even more times than its founder, makeup artist Linda Hallberg, who actively promotes the brand to her 938k followers.
The majority of creators are from Sweden, but the brand also works with creators based in the UK, US, Germany, and more.
Influencer content strategy
The brand’s identity is big, bold, and colorful, and their creator content reflects that.
For example, Kasja Maria shared a striking look promoting the new LH cosmetics x Margareta Grääs collection:
Why it works
Here are a few things that make the brand’s creator strategy and content stand out:
- Linda Hallberg and her makeup artist background create buzz and and lend professional credibility to the brand
- Exclusive lines like the one with Margareta Grääs drive awareness and leverage influencer audiences
- The brand's "no rules" philosophy resonates with creators who want to showcase their creativity
- Colorful, eye-catching looks stand out in social media feeds
8. L:a Bruket
L:a Bruket is a Swedish natural skincare brand founded by Mats Johansson and Monica Kylén in 2008. Inspired by the harsh coastal conditions of Varberg, Sweden, the brand combines traditional sea therapy practices with modern innovation to create organic, high-quality skincare products. L:a Bruket's philosophy centers on "innovation driven by nature," using sustainably sourced ingredients to develop formulas that protect and nourish skin and hair.
Who do they work with?
L:a Bruket has been mentioned by 415 influencers in the past 12 months, and appeared in 1.2k influencer posts.
The brand mainly works with luxury lifestyle creators, like Vienna-based influencer Raphaela Theresa Fuchs (86k) and Paris-based influencer Eve Dumon (268k).
The creators come from all over the world, and the main countries are France, Germany, Sweden, South Korea, and Denmark.
The average follower count is 129k, and 60% of the brand's creators are micro influencers (10-100k followers).
Influencer content strategy
The brand goes above and beyond to treat their influencers well, which is reflected in the content.
For instance, in July the brand invited their top influencers to a retreat in North Sweden. Activities included traditional Swedish bathing (alternating Sauna and cold sea dips), yoga, Swedish culinary specialities and forest therapy.
In general, creator content is very lifestyle-driven and the look-and-feel is extremely high-end. The focus is more on the feeling the brand gives you rather than the specific features of individual products.
Why it works
La Bruket’s content stands out for a number of reasons:
- Authentic brand experiences create genuine, enthusiastic content from influencers
- Luxury lifestyle focus aligns with the brand's high-end positioning
- International creator base helps expand the brand's global reach
- Lifestyle-driven content showcases how products fit into aspirational daily routines
9. NYX Pro Makeup Nordics
NYX Professional Makeup is a Los Angeles-born cosmetics brand founded on the principle of "Proud Artistry for All." It offers professional-grade, cruelty-free makeup products at accessible prices. With a commitment to high-quality, pigment-rich formulas, NYX Professional Makeup aims to empower everyone to experiment with makeup and express their creativity. As a PETA-certified cruelty-free brand, NYX combines ethical practices with cutting-edge cosmetics innovation.
Who do they work with?
The brand has been mentioned by 344 creators in the past 12 months, appearing in 1.6k creator posts.
The brand is popular with large and small creators. Micro influencer and self-described “femme queen” Angelica Sophie Thorsen (13k) has mentioned the brand the most.
The global brand’s Nordic account mostly works with Nordic influencers. The top countries are Sweden, Denmark, and Norway, with only a handful of creators coming from other countries. The brand works with 58% micro and 23% macro influencers.
Influencer content strategy
The brand’s creators share big, bold looks. For example, Angelica Sophie Thorsen shared how they used NYX to get ready for Pride.
Evelina Forsell, a red-haired beauty creator from Sweden who also works with The Body Shop, shared a range of exciting looks using the brand’s creations:
The brand’s creator content definitely stands out in the feed, showing NYX doesn’t do “boring.”
Why it works
NYX does a few things well when it comes to influencer marketing:
- Bold, creative looks align with the brand's mission of self-expression and artistry
- Focus on Nordic influencers helps establish a strong regional presence
- Diverse range of influencers reflects the brand's inclusive philosophy
10. Bobby’s Hair Care
Bobby's Hair Care is a Swedish-based hair care brand founded on the principle of making luxury salon-quality products accessible to everyone. With over 30 years of expertise from hairdresser Bobby Oduncu, the brand combines professional knowledge with consumer feedback to create high-performance, vegan, and cruelty-free products.
Who do they work with?
In the last 12 months, Bobby’s has been mentioned by 70 creators in 890 Instagram posts.
The brand works almost exclusively with influencers from Sweden. In fact, 91% of their creators are from there, and only a few are from the US and Finland.
67% of the brand's creators are micro with 10-100k followers, and 30% are macro with 100k-1M followers.
Influencer content strategy
The brand’s creator content is generally quite product-focused. Influencers frequently share their experiences with the products, along with a discount code.
Some of the content is more dynamic, though.
Swedish musical artist and performer Carola Häggkvist (287k) recently shared a story of her using the brand’s dry shampoo to get ready for a concert.
Why it works
The brand’s creator content is successful for a few reasons:
- Strong local focus strengthens brand identity in the Swedish market
- Discount codes shared encourage direct action and sales
- Behind-the-scenes content (like concert prep) shows practical product applications
What’s Next?
Check out our list of the top Nordic fashion brands, or learn how Storyclash supports influencer marketing in the Nordics.