Mala McAlpin Swedish skincare brand Löwengrip officially launches in Australia today, kicking off the festivities last night with an intimate education session with global success story and co-founder, Isabella Löwengrip.
An impressive business woman and entrepreneur in her own right, 28 year-old Isabella began blogging at the age of 14, and has since grown her site to such heights that it now receives 1.5 million readers every week. She is also the proud owner of several other businesses including a shoe brand, clothing label, an investment company and personal-finance workshops, which get translated into English, French and Arabic. In 2012, her blog had generated enough revenue through advertising to allow her to launch her skincare empire, alongside co-founder Pingis Hadenius.
The brand, which focuses on sustainability, home-grown ingredients and active formulas, is hugely popular in northern Europe and available in over 1000 retailers. It’s also available in America and Canada via its online store, as well as Amazon UK and Germany. Officially, Löwengrip will be sold in Myer across Australia following an exclusive launch event this evening.
Scandinavian skincare is a growing trend here in Australia, as consumers attempt to harness that signature ‘scandi glow’ using pure Swedish and Icelandic ingredients such as glacial spring water, nutrient-rich algae, cloud berries and omega-filled oils. The severe climates and focus on intense hydration and antioxidants understandably translates well to the Australian market, with our harsh summers having arguably similar effects on skin as intense Scandinavia winters.
According to Hadenius, the beauty market here in Australia is surprisingly similar to Sweden’s. “I think in terms of business culture, they’re quite the same,” she said during last night’s session. “When it comes to doing business, ultimately it comes down to people, and the business culture here is similar to Northern Europe which is great, easier in that aspect, when you can rely on people, it’s great for us. It’s a beautiful country!”
Isabella shared all of her entrepreneurial insights with attendees at last night’s session, putting her success down to her deep passion for her line, her natural energy and her boundless positive attitude towards her experiences, whether positive or negative. Guests were pleasantly surprised by several unconventional and candid insights into the brand, from the Löwengrip office’s resident psychologist, to Isabella’s experience with mixing business with marriage and children.
“You can compare building your business with dating guys!” she said. “You have to meet the wrong ones to learn! It’s part of the journey, you need failures and to meet the wrongs and to get to know yourself. Sometimes you get divorced but it’s fine because you love you work more, you know!?”
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