This is the third in our Global Beauty Hotspots series, unpacking the regional beauty market around the world, including Latin America, Australia, Scandinavia, Africa and East Asia. This article is part of our Vogue Business membership package. To enjoy unlimited access to our weekly Beauty Edit newsletter, which contains Member-only reporting and analysis, the Beauty Trend Tracker and Leadership Advice, sign up for Vogue Business membership here.
Niche perfume brands in Scandinavia are injecting new energy into the market with fashion week tie-ins and design-led partnerships that aim to create an “aesthetic universe”. The goal is to capture the attention of international retailers and investors, and maybe even follow the success of Stockholm brand Byredo, which was sold to Puig last year in a billion-euro deal.