Author name: Odalisque

Trinny Woodall: Reinventing Beauty, One Stack at a Time text Sandra Myhrberg From fashion makeovers on television to redefining the beauty industry, Trinny Woodall has always been at the forefront of transformation. As the founder of Trinny London, she has built a brand that champions innovation, personalization, and empowerment—helping women feel their best at every stage of life. In this interview, Trinny shares the inspiration behind her beauty empire, the challenges of building a global brand, and how she continues to push boundaries with technology, sustainability, and skincare-first solutions. With a fearless approach to business and an unwavering commitment to her customers, Trinny proves that reinvention isn’t just possible, it’s essential. Trinny, you’ve had such a dynamic and diverse career—from television to founding a global beauty brand. What inspired you to create Trinny London, and how did your personal experiences influence its core philosophy?I started my career in finance and in my 30s, I realised I wanted to make over women and take them on a journey of evolution. So I started that part of my career as a journalist and I wrote for many years for the Daily Telegraph. I did a column called Ready to Wear, which turned into a TV show for the BBC called What Not to Wear — I did that for 10 years. I spent 20 years going all around the world making over women and the question that I was most asked was, ‘what colours suit me?’ The first thing that a woman can accept in herself in a makeover is the change in her makeup and I realised then the impact you could have by switching up her makeup and the idea for Trinny London was born from the inspiration of these women. To offer portable, personalised makeup that was joyful, effortless and inspiring. Starting a beauty brand in an already competitive market is no small feat. What was the biggest challenge you faced in the early days, and how did you overcome it?I think I learnt many things from an online business I started a few years before I started Trinny London. I learnt a lot about what I would not do at Trinny London and one of those things was hiring people who are too senior, too soon. This helped me grow my team on a slower scale when I started Trinny London. Another key lesson is understanding exactly what your proposition is in order for your business to grow. If I look at the mistakes I’ve made since launching Trinny London, there has been product development that hasn’t become a product. This could be down to something going wrong in the development or manufacturing process. It’s a big moment to have to decide to abandon a project because we think the product isn’t good enough for the brand. From fashion makeovers on television to redefining the beauty industry, Trinny Woodall has always been at the forefront of transformation. As the founder of Trinny London, she has built a brand that champions innovation, personalization, and empowerment—helping women feel their best at every stage of life. In this interview, Trinny shares the inspiration behind her beauty empire, the challenges of building a global brand, and how she continues to push boundaries with technology, sustainability, and skincare-first solutions. With a fearless approach to business and an unwavering commitment to her customers, Trinny proves that reinvention isn’t just possible, it’s essential. Trinny, you’ve had such a dynamic and diverse career—from television to founding a global beauty brand. What inspired you to create Trinny London, and how did your personal experiences influence its core philosophy?I started my career in finance and in my 30s, I realised I wanted to make over women and take them on a journey of evolution. So I started that part of my career as a journalist and I wrote for many years for the Daily Telegraph. I did a column called Ready to Wear, which turned into a TV show for the BBC called What Not to Wear — I did that for 10 years. I spent 20 years going all around the world making over women and the question that I was most asked was, ‘what colours suit me?’ The first thing that a woman can accept in herself in a makeover is the change in her makeup and I realised then the impact you could have by switching up her makeup and the idea for Trinny London was born from the inspiration of these women. To offer portable, personalised makeup that was joyful, effortless and inspiring. Starting a beauty brand in an already competitive market is no small feat. What was the biggest challenge you faced in the early days, and how did you overcome it?I think I learnt many things from an online business I started a few years before I started Trinny London. I learnt a lot about what I would not do at Trinny London and one of those things was hiring people who are too senior, too soon. This helped me grow my team on a slower scale when I started Trinny London. Another key lesson is understanding exactly what your proposition is in order for your business to grow. If I look at the mistakes I’ve made since launching Trinny London, there has been product development that hasn’t become a product. This could be down to something going wrong in the development or manufacturing process. It’s a big moment to have to decide to abandon a project because we think the product isn’t good enough for the brand. You often talk about empowering women to feel confident at any stage of their lives. How do you hope Trinny London contributes to this message of empowerment?Our mission is to give everyone the tools they need to fearlessly feel their best. Fearlessness to me means having that faith in myself. It frees me up to knock on the next door without knowing for sure what’s behind it. We are all capable of more

Olière Paris: Redefining Haircare in Sweden with Luxury and Nature’s Power text Sandra Myhrberg images courtesy of Olière Paris In December 2024, Olière Paris launched its exclusive haircare collection in Sweden, blending advanced science with nature’s power. Backed by over 30 years of global expertise, the brand introduced premium products crafted with French precision, natural ingredients, and a focus on sustainability. Central to the range is a unique blend of 13 oils, including argan, jojoba, and grapeseed, designed to nourish, strengthen, and protect hair. Odalisque got to ask Adam Franco Westman, Brand manager Europe of Olière some questions. How does Olière Paris’ brand philosophy align with the Swedish consumer mindset?Sweden is known for its deep connection to nature, environmental consciousness, and health, alongside a love for modern aesthetics. Olière Paris embodies these values by combining care, science, and nature. The brand has developed products based on natural oils, advanced technology, and eco-friendly formulas—perfectly suited for the Swedish consumer. What inspired the creation of Olière Paris, and how does the fusion of “nature’s power” and advanced technology set your products apart?Olière Paris was inspired by the desire to provide a hair care experience that blends the best of nature and science. The natural oils sourced from nature contain vitamins, minerals, and properties that cannot be replicated in a lab. They provide nourishment and restoration, while advanced technology ensures visible results. This combination makes the brand stand out by offering products that are not only effective but also deliver a unique and transformative care experience. How were the 13 oils chosen, and what role do they play in achieving visible results?The 13 oils were carefully selected to provide the optimal balance of hydration, nourishment, and restoration. For example, argan oil smooths and nourishes, jojoba oil balances the scalp and hair, and grapeseed oil adds shine and elasticity. Each oil brings its own unique benefits, and together they ensure healthy, flexible, and radiant hair. Each product incorporates a higher concentration of specific oils tailored to its therapeutic purpose. an you share more about the development process of the products?The development process began in 2022 with a factory in Hungary, alongside seasoned chemists specializing in hair care from France. Each product undergoes rigorous testing to ensure it is not only effective but also pleasant to use, suitable for all hair types, and eco-friendly. The formulations focus on achieving the perfect balance between lightweight texture and rich nourishment. Importantly, none of the products are tested on animals. How were the product lines developed, and what needs do they address?The product lines were created after analyzing the diverse needs of various hair types: • Color E’clat: For colored or damaged hair, focusing on color preservation and hydration.• Hydra Wave: For curly hair, providing hydration, flexibility, and anti-frizz benefits.• Valour: For straightened hair, emphasizing repair and maintaining smoothness.• Studio: For professional styling solutions that enhance and nourish hairC. These products combine nourishing oils and hydration to style and restore hair. How does the brand ensure its products cater to all hair types?Olière Paris provides personalized solutions for all hair types. The product formulas have been tested on a wide range of textures and needs—from curly and fine hair to chemically treated hair—to ensure optimal results for everyone. The current lines are divided by hair type, and additional series will be launched in 2025 to address even more needs and hair types. How does Olière Paris promote sustainability in its production and packaging processes?The production line emphasizes waste reduction and energy efficiency. Shipping packages are made from recycled cardboard, and inventory, customer membership, and marketing systems are managed electronically. Additionally, the brand aims to integrate more eco-friendly solutions into future production processes by 2025. What contributes to the luxurious experience Olière Paris offers?The luxurious experience at Olière Paris is reflected in several elements: • Unique formulations: Rich in natural oils and refined fragrances.• Elegant packaging design: Practical and sophisticated, with each item meticulously crafted. Even the brand’s custom-designed pumps provide a premium touch.• Effortless daily use: Products that deliver professional results at home. How important is collaboration with the professional salon community, particularly in Sweden?Collaboration with salons is a cornerstone of Olière Paris’ strategy. Salons act as a platform for professional branding and proof of effectiveness for customers seeking expert solutions. In Sweden, the salon community can serve as excellent ambassadors to share the brand’s message. Why was Sweden chosen as a key market, and how do you plan to expand into Scandinavia?Sweden was chosen because of the shared values of nature, sustainability, and aesthetics. The strategy includes strengthening digital presence, collaborating with local influencers, and participating in Scandinavian exhibitions to reach broader audiences. Can we expect any new innovations or product lines from Olière Paris soon?Absolutely! Olière Paris is soon launching a leave-in mask—a breakthrough product that combines daily care with quick and easy styling solutions.Additionally, a new line for normal to dry hair, offering solutions for the majority of consumers, is in development and will be based on therapeutic oils that target dryness levels. Professional styling lines are also in the works and will be revealed soon.

Obayaty Mens Cosmetics text Elva Ahlbin In the evolving landscape of men’s grooming, Obayaty is setting a new standard for sophistication and functionality. This Swedish cosmetics brand, founded by music producer Max Martin, fashion creative Pontus Frankenstein, and co-founders Anna Ryott and Lajjo Strand, brings a fresh perspective to beauty. Combining sleek design with high-performance formulas, Obayaty caters to the modern man who values both aesthetics and practicality.   Design and Packaging Obayaty’s packaging is a design triumph, perfectly blending masculinity and elegance. The aluminium cases feel like precision tools, evoking the tactile pleasure of vintage Zippo lighters or stereo knobs. It’s a design that doesn’t just look good but feels purposeful, aligning seamlessly with the brand’s ethos of sustainability. With refill options and recyclable materials, Obayaty ensures its products are as responsible as they are beautiful. Product Range and Performance The Obayaty collection includes skincare and makeup essentials designed to be intuitive and impossible to mess up. Standout products like the Face Booster Tinted Moisturizer and Retouch Stick Concealer deliver a natural, polished look without effort. The foundation’s lightweight texture is virtually invisible, blending seamlessly into the skin for a refined yet understated finish. With just five shades—Deep, Medium Deep, Medium, Light Medium, and Light—the range might seem limited, but the adaptable formulas melt into the skin, making them versatile enough for a wide variety of tones. Beyond Skincare Obayaty isn’t just about the basics. Their sleek website expands the collection to include eyeliners, lip products, and even nail polishes, offering tools for subtle enhancements or bold statements. It’s a curated selection designed for men who see grooming as an extension of self-expression. All Images From OBAYATY Conclusion Obayaty redefines men’s beauty with its blend of innovation, design, and sustainability. For those who appreciate thoughtfully crafted products that elevate everyday routines, Obayaty is a game-changer. Whether you’re drawn to their intuitive formulas or their striking packaging, this is a brand that proves grooming can be both functional and inspiring.

AGE-R Booster Pro text Elva Ahlbin   The AGE-R Booster Pro is a cutting-edge skincare device that has garnered significant attention for its innovative technology and effectiveness. Combining multiple functions, it offers a comprehensive solution for those seeking to enhance their skincare regimen.   After using the AGE-R Booster Pro for a few months, I can confidently say it delivers on its promises. My skin has developed a beautiful glow, and my face feels subtly lifted, giving me a fresher and more awake appearance. This device combines multiple advanced technologies, including Electroporation, Microcurrent, EMS, Needle-free Microneedling, LED therapy, and Sonic Vibration. Together, these functions create a comprehensive approach to skincare, targeting elasticity, radiance, and product absorption. How I Use It I’ve made the AGE-R Booster Pro part of my evening routine, usually while relaxing on the couch watching TV. Since each program takes 5 minutes, I aim to complete 2–3 programs per session. It’s a bit of a time investment, but it’s also a great way to unwind and feel like I’m doing something beneficial for my skin. To ensure the device glides smoothly, I use a product that doesn’t dry out too quickly. I’ve experimented with different serums and creams, as the device interacts differently with each. Once you find the right product, the results are worth it – skincare absorbs more effectively, and the microcurrent provides an immediate tightening effect.   Key Features: 6-in-1 Functionality: The device integrates six advanced skincare technologies, including Electroporation, Microcurrent, EMS, Needle-free Microneedling, LED therapy, and Sonic Vibration, providing a multifaceted approach to skin rejuvenation.   Enhanced Absorption: Utilizing electroporation, the Booster Mode increases skin permeability by up to 785%, allowing for more effective absorption of active ingredients in your skincare products.   LED Therapy: Equipped with four LED colors, each targeting specific skin concerns:’ Blue: Pore care and sebum control Green: Volumizing Orange: Brightening Red: Enhancing elasticity   User-Friendly App Integration: The accompanying AGE-R app offers personalized guidance, tracking, and custom device settings to optimize your skincare routine. How to Use the AGE-R Booster Pro Preparation: Start with clean, dry skin. Apply Product: Use a conductive gel or serum to help the device glide smoothly. Select Mode: Air Shot Mode: For dry skin, use 2–3 times a week. Booster Mode: Apply skincare and use in circular motions 1–3 times a day. MC Mode: Focus on upward strokes to improve elasticity. Derma Shot Mode: Target specific areas for 1–3 sessions daily. Adjust Intensity: Begin with lower levels if you’re new to microcurrent therapy and gradually increase as you get used to the tingling sensation. Why It Stands Out The AGE-R Booster Pro offers both long-term and immediate benefits. Its electroporation function enhances product absorption by up to 785%, while the microcurrent provides an instant lifting effect, perfect for a quick glow before an event. I’ve also discovered an unexpected bonus: it’s great for relieving tension headaches. Using it on my forehead and temples feels soothing and helps relax tight muscles. Considerations Before You Invest With its premium price, it’s important to approach this as a commitment to your skincare routine. It requires both time and patience, but the results are worth it. The device also features four LED therapy colors, each addressing specific concerns, from brightening to pore care, making it a versatile tool for a range of skin needs. For more information or to purchase, visit Yeppo & Soonsoo Sweden. At an approximate price of 4,500–5,500 SEK, the AGE-R Booster Pro is an investment in your skin’s long-term health. Whether you’re seeking a way to enhance your skincare or simply want to pamper yourself with professional-grade treatments at home, this device is a fantastic addition to any beauty routine. All images from Yeppo & Soonsoo Sweden

AMIKA Big Hit Volumizing Shampoo & Conditioner text Elva Ahlbin As someone with very fine, Scandinavian hair that often struggles with volume, finding a shampoo and conditioner that truly deliver on their promises can feel like a never-ending search. Enter AMIKA’s Big Hit Volumizing Shampoo and Conditioner—a duo that has completely transformed how my hair feels and looks.  From the first wash, I noticed a significant boost in volume. My hair felt light, airy, and full of life, without the dryness that many volumizing products can cause. The conditioner complements the shampoo beautifully, leaving my hair smooth and manageable without weighing it down.  AMIKA is known for their bold, signature fragrances, which can sometimes feel overpowering to me. However, in this case, the scent works surprisingly well—it’s fresh and pleasant without being overwhelming, even for someone who is usually sensitive to strong fragrances.  These products have quickly become staples in my routine, and I’ll definitely be restocking when they run out. If you’re looking for a volumizing shampoo and conditioner that delivers noticeable results while still being gentle on your hair, this duo is worth trying.    AMIKA Big Hit Volumizing ShampooAMIKA Big Hit Volumizing Conditioner

Holy Moly Intense Care Gold 24K Snail Cream text Elva Ahlbin  If you’re seeking a skincare product that delivers instant results, the Holy Moly Intense Care Gold 24K Snail Cream might just be your next favorite. With its unique combination of 24K gold and snail secretion filtrate, this cream feels like a luxurious treat for the skin. From the very first application, I noticed an immediate glow that made my skin look healthy and radiant. The texture of the cream is rich but absorbs quickly, leaving the skin feeling deeply hydrated and smooth without any greasy residue. It’s the perfect base for makeup, creating a flawless canvas that enhances any look. Although I haven’t used it daily, the short-term effects are undeniably impressive. The cream provides a noticeable boost in hydration and softness, making it ideal for special occasions or days when you want your skin to look its best. For those with combination to oily skin, like me, this cream strikes a delicate balance—it nourishes without overwhelming the skin, and the glow it imparts feels fresh rather than shiny. While I can’t yet speak to its long-term benefits, the immediate results make it a standout product in my beauty routine. If you’re looking for a skincare product that delivers a luminous glow and smooth, hydrated skin in an instant, Holy Moly Intense Care Gold 24K Snail Cream is worth exploring.

CAIA Cosmetics Opens Its First Flagship Store: Welcome to House of Glow CAIA Cosmetics is excited to announce the grand opening of their first flagship store, located at the iconic Biblioteksgatan 5 in Stockholm. Opening on April 24th, 10 AM, the space embodies CAIA’s vision of beauty as an experience – welcoming customers into its first-ever ‘House of Glow.’ This marks another milestone in CAIA’s journey, transforming its recognized direct-to-consumer success into an immersive, physical destination where beauty can further connect with experience. A curated destination for connection and confidenceThe location will be more than a retail store, it is an experience designed to celebrate beauty and people while creating a sense of belonging — a space to glow. With its Scandinavian-inspired minimalist design and thoughtfully added details, the flagship store offers visitors a warm, inviting environment where they can explore CAIA’s beauty offerings, receive personalized consultations, and enjoy exclusive product experiences. The store’s new layout features two distinct zones: The Beauty Area (entry floor): This dynamic space caters to both the beauty connoisseur and the on-the-go shopper. With CAIA’s full beauty assortment available alongside quick, efficient service featuring wireless payment solutions, customers can easily pick up their favorites, like the coveted Dewy Drops Serum Foundation, and be on their way. The Glow Floor (top floor): A relaxed yet elevated space for those looking to engage with beauty on a deeper level. Here, visitors can book personalized Beauty Sessions, a curated experience where expert makeup artists tailor techniques and product recommendations to each guest. Sessions are available by appointment, with the session fee fully redeemable in CAIA products. Beauty sessions options:Glow Intro – A 30-minute session to try the CAIA products you’ve been eyeing or get expert tips that fit effortlessly into your routine. Glow Hour – A 60-minute deep dive into a full-face look, perfect for a special occasion, product exploration, or refining your technique. The Glow Floor also features a new, exclusive experience room, showcasing rotating product and campaign focuses designed for beauty discovery. Honoring a legacy of female empowermentLocated in the historic Vildmannen 7 building (Biblioteksgatan 5), CAIA’s flagship store stands as a testament to women-led innovation. The building’s rich legacy dates to 1905 when it housed Svenska Hem — a groundbreaking cooperative founded by feminist pioneer Anna Whitlock that celebrated female entrepreneurship and boasted members such as Selma Lagerlöf and Ellen Key. Much like Svenska Hem, CAIA Cosmetics is dedicated to inspiring the next generation of entrepreneurs, blending the past with the promise of a bright future in beauty. A message from CAIA Cosmetics: “We’re beyond thrilled to open our first flagship store — a space where our community can truly experience CAIA in a new way,” said Johanna Hamrén, CEO. “This store is a celebration of what we stand for: high-quality and accessible beauty, genuine connection, entertainment and expert guidance. We can’t wait to welcome our customers to our common space, to connect and engage. This is the beginning of an exciting journey”. Join us for the grand opening celebration at 10 am on April 24th. Throughout the day, guests can enjoy exclusive activities and treats – all designed to bring the CAIA experience to life. About CAIA Cosmetics: CAIA Cosmetics has built its reputation as an iconic beauty brand through its commitment to quality, innovation, and customer connection. After achieving remarkable success with its direct-to-consumer model and strategic partnerships with leading department stores like NK in 2023, CAIA is now redefining the retail experience. The flagship store brings together every element of the brand’s identity, from interior design and personalized service to curated product experiences, ensuring that every visit makes people glow. For more information about CAIA Cosmetics, please visit caiacosmetics.com