In recent years, Scandinavian beauty trends have emerged as a powerful influence in the global standards of beauty and skincare. The rise in Scandinavian lifestyle trends became prominent during the COVID-19 lockdown when the world slowed down and searched for a more minimalistic approach to life. Rooted in simplicity and sustainability, these trends reflect the broader cultural values of the Nordic countries and resonate with a growing global audience seeking authenticity in their beauty routines. With influencers such as Matilda Djerf, Emma Ellingsenn and Caroline Eltoft rising in popularity and the Scandi girl makeup trending on TikTok, I had to investigate further…
Caroline Eltoft via Instagram
At the heart of Scandinavian beauty lies a commitment to minimalism. Unlike the often elaborate and product-heavy beauty routines popular in other parts of the world, Scandinavian beauty emphasises a less is more approach. This philosophy is reflected in the streamlined product lines, where multi-purpose items take centre stage. Instead of layering multiple products, Scandinavian beauty advocates for using fewer, high-quality products that are gentle on the skin and deliver effective results.
Skincare via Dear Irean
Scandinavian beauty is also heavily influenced by the broader cultural concepts of "hygge" and "lagom." Hygge, a Danish term that roughly translates to cosiness and contentment, encourages self-care and finding joy in simple pleasures. This concept has permeated Scandinavian beauty, where the emphasis is on creating routines that promote well-being and relaxation. Lagom, a Swedish term meaning just the right amount, reflects a balanced approach to life. In the context of beauty, it encourages moderation and finding the perfect balance in your routine without using an excess of product. This balanced approach is a refreshing contrast to the often overwhelming beauty standards and routines seen elsewhere.
Hygge aesthetic via Pinterest
Lagom aesthetic via Pinterest
The rise of Scandinavian beauty trends is not confined to the Nordic countries. The global beauty industry has taken notice, and many brands outside of Scandinavia are adopting elements of this approach. The emphasis on minimalism, sustainability, and natural ingredients aligns with the growing demand for clean beauty and wellness-oriented products worldwide. In addition, the Scandinavian beauty ethos has influenced other aspects of the industry, including the move towards more inclusive and diverse representations of beauty. The Nordic approach celebrates natural beauty and encourages individuals to embrace their unique features, a message that resonates in a world increasingly challenging narrow beauty standards. Scandinavian beauty trends represent more than just a fleeting movement; they reflect a broader shift towards mindful and authentic beauty practices. As consumers continue to seek products that align with their values and lifestyles, the influence of Scandinavian beauty is likely to grow. By championing minimalism and sustainability, Scandinavian beauty offers a refreshing alternative that is both timeless and forward-thinking. As the global beauty landscape evolves, the lasting legacy of these trends will be their ability to inspire a more conscious and intentional approach to beauty.
Embracing natural beauty features and lifestyle via Pinterest
So how do we achieve Scandinavian beauty at home?
The core values of this trend lie in the less is more approach and allowing natural beauty to shine. Here is my step by step guide to mastering this look…
Skin prep
Hydrate: Start with a well moisturised face. Scandinavian beauty emphasises healthy, glowing skin. Use a lightweight, hydrating moisturiser such as Dr Sam’s Flawless Moisturiser. I like to apply this moisturiser with the 0.20 MY FLEXI FACE LARGE as it luxuriously works the product into the skin with its super dense, plush fibres.
Primer: Apply a primer that gives a subtle glow. Look for formulas with light-reflecting properties to create a dewy base like the ILIA True Skin Radiant Priming Serum. The incorporation of skincare in this primer helps to visibly smooth, firm, and protect skin against environmental pollutants which perfectly aligns with the values of Scandi beauty. I would use the 0.19 - MY FLEXI FACE Small to apply the primer as the smaller head of this brush allows you to work product into the smaller contours of the face.
Base Makeup:
Light Coverage Foundation: Use a sheer foundation that lets your skin's natural texture shine through. The focus of this trend is celebrating unique features so freckles, rosy cheeks and texture are perfect! You want a foundation that evens skin tone, my favourite is the Saie Glowy Super Skin Foundation. This foundation is 85 per cent skin care so it boosts glow and complexion effortlessly! Pair this product with the 0.22 MY FLAWLESS FACE. This fluffy taper of this brush head allows for a seamless blend and is a match made in heaven with glowy products!
Concealer: Lightly apply concealer only where needed, such as under the eyes or on blemishes. Use a brightening concealer such as the Glossier Balm Stretch Concealer to highlight the high points of the face. For this look I recommend the 0.25 - MY BUFFING CONCEALER. Using a fluffy brush for concealer allows for an airbrush finish instead of harsh coverage.
Contour and bronze: This look is soft and natural so opt for a bronzer shade to define the face in place of a cool contour tone. The Caia Glow Bronzer has a silky texture which gives a natural glowing look that is the essence of the Scandi beauty look. My favourite tool for a soft bronzer is the 0.32 - MY AIRBRUSH CONTOUR. The unique fan shape of this brush allows for a flawless finish with no harsh lines.
Blush: Use a cream blush in a natural shade that aligns with your undertone. Apply it to the apples of your cheeks, blending it upward for a natural flush. The key is to keep it looking like a natural flush rather than a bold statement. I recommend the Bobbi Brown POT ROUGE FOR LIPS & CHEEKS as they have a range of different shades to match each undertone. For a cream blush use the 0.18 - MY STIPPLING FOUNDATION to give a natural wash of colour.
Eyes:
Eyeshadow: Opt for soft, neutral shades like taupe, beige, or light brown. Apply a light wash over the eyelids, keeping it subtle with both tone and application. I would opt for a fluffy blending brush such as the 1.2 - MY BLENDING SHADOW as it is a multi tasking brush! This tool embodies the ethos of this trend.
Natural Brows: Scandinavian beauty favours natural, well-groomed brows. Use a brow gel or light brow pencil to fill in sparse areas, keeping the shape soft and natural. The 2.3 MY BRUSHED BROW is perfect for achieving the ultimate groomed brow. The double sided brush gives both control and placement perfection!
Mascara: Apply one or two coats of mascara to define your lashes. Defining your lashes is made easy with the 1.25 MY LASH GROOMER. This cult favourite brush has a unique fan shape that allows for coating every single lash. This tool is perfect for a natural coat of mascara due to the lifting and separating technology.
Finishing Touches:
Setting Spray: Use a hydrating setting spray to keep your makeup in place while maintaining a dewy finish.
Minimal Powder: If you have oily skin or need to set certain areas, use a lightweight translucent powder sparingly, focusing on the T-zone.
Glow: Add a touch of liquid or cream highlighter to the high points of your face; cheekbones, bridge of the nose, and Cupid's bow.
Lips: Apply a natural gloss or lip tint to naturally enhance the lips.
Tips:
Skincare First: Scandi beauty heavily emphasises skincare, so maintaining a good skincare routine is essential for achieving this look.
Less is More: The key to Scandi beauty makeup is minimalism. Use the least amount of product needed to achieve a natural, fresh appearance.
Embrace Imperfections: Scandinavian beauty is about real skin and real beauty, so don’t stress over minor imperfections.
Thanks for reading my deep dive into the Scandinavian beauty trend. If you recreate this look make sure to upload it to socials and tag us!
Mairi x
