WORDS FRANCESCA SPECTER
In recent years, Scandinavian influences have cropped up everywhere. Hygge, a shared Danish and Norwegian concept of warm, cosy contentedness, and lagom, a Swedish word roughly defined as ‘just the right amount’, have entered our lexicon as aspirational lifestyle trends. Meanwhile, retail stores such as Cos, Arket, & Other Stories and Weekday – all owned by Swedish company Hennes & Mauritz – are synonymous with cool, understated fashion.
Until now, Scandi-chic has been mainly linked to home interiors or fashion, but now its principles are influencing the beauty world as well. According to Mintel, ‘lagom beauty’ is an emerging skincare trend for 2019. Think simple packaging paired with a cleaner approach to ingredients – synthetic fragrances and parabens are out, and hero ingredients are in. ‘I’d say the Scandinavian approach to beauty is less is more. We focus on skincare more than make-up, as that is the actual foundation of any look,’ explains Swedish lifestyle blogger Noelle Riemslag (bynoelle.co.uk).