If you’re swooning over Scandinavian fashion, Scandinavian beauty should be next on your radar. The laid-back, minimalist approach to skincare and makeup not only sparks joy, but feels effortless. Danish brand Olehenriksen has been embracing Scandi beauty for the last 40 years, plus has created best-selling products like the Banana Bright Eye Crème and vitamin C-infused Truth Serum . To celebrate the brand’s big birthday in 2023, founder Ole Henriksen decided to go back to his roots and partner with another Dane, plus friend, fashion designer Anine Bing .
“We are a Scandinavian-born brand and rooted in Scandi lifestyle and culture, which Anine has in common with us, ” Rachel Berg, vice president of marketing at Olehenriksen, says. “Going into our 40th year, we wanted to make sure we enriched the storytelling around our own heritage. We thought it would be really powerful for us to bring in an advisor who has undeniable influence in that space in order to really help shape the storytelling. Anine was that will person, without a doubt, and came to mind first. We are thrilled to be partnering along with her in a big way to bring our DNA to life on the global scale. ”
Although the two brands are Danish-born, Bing, who founded her eponymous label in 2012, first became a dedicated Olehenriksen fan in the states. “I’ve been a huge lover of Olehenriksen for the particular past 20 years, ” she tells BAZAAR. com . “I saved up to get my first ever facial at their spa at Sunset Plaza in L. A. when I had just moved to the city. ”
Twenty years later, Henriksen offers shared his beauty wisdom with Msn and even created a custom routine with regard to her. “This partnership is match made in heaven, ” the girl adds. “I’m a genuine enthusiast of the items so it’s really a dream come true. I’m excited to create content with the beautiful products, while sharing my Scandi aesthetic plus point of view. ”
Bing will be known for her refined and chic pieces, and, similarly, Olehenriksen products are made to pack a punch without the particular need for a 10-step routine. “Ole and I have the similar way of thinking, ” the lady says. “I design my clothing with the idea that less is more and make it simplified, plus Ole provides that exact same mentality when it comes to skincare. We both want in order to make this easy regarding women. ”
While Ask and Henriksen have worked together in the past, this collaboration marks the beginning of a long-term partnership. As the global Scandinavian brand name advisor, Bing’s responsibilities will include creating social media at ease with Henriksen, to working with local Danish content creators to showcase “hygge” lifestyle, which is a Scandinavian term that describes the feeling of “coziness and contentment evoked by simple efforts, ” the brand explains.
“There’s no perfect translation, but hygee to me is when you feel centered, ” Bing explains, adding that helping fans across the world understand and embrace “hygge” is one goal of hers during this collaboration. “They are usually cozy moments. I had a hygge moment this particular morning–I put on the particular Cold Plunge Pore Face Mask , experienced my cup of coffee this morning, and let that moment center me. ”
Another Scandi attitude Bing hopes to share along with Olehenriksen consumers is happiness that comes from caring for you skin. “Ole and I talked about how glow comes from within, and while it might sound cheesy, it’s true. In Scandinavia, we believe that when you are truly happy with yourself, the items can build off of that, but you still have to work on your inner self to get that will glow, ” she says.
Bing will also work with local Danish content creators like Linda Hallberg in order to showcase authentic Scandi routines and lifestyles. “The Danish content creators are doing an amazing job of elevating their content, but performing it a simple way, like the Scandi mindset is, plus inspiring others, ” she says. “I’m capable to plan trips and fun activations with the group of makers. ”