The team behind Glam of Sweden

Håkan is the entrepreneur with over three decades in the
import and trade industry behind him. With extensive experience in purchasing,
production, and international supplier relations, he recognized early on an
opportunity to do something different within beauty.

In 2014, he founded Glam of Sweden with a clear idea:
to make makeup more accessible – without compromising on quality.

“We were inspired by the idea of making beauty smarter.
Less hassle. More accessible. And a price that encourages more people to try.”

When Glam launched, a new concept was introduced
to the industry – Pick & Mix in grocery stores. Think pick-and-mix sweets,
but with makeup. The strategy was simple yet bold: to place high-quality makeup where
customers already are.

“We wanted to be close. Immediately. Inspiring yet
simple. Very good products at a very good price.”

It was never about being the cheapest – but about
prioritizing correctly. Through smart choices in materials, packaging, and logistics,
room is created to allocate resources where they make the biggest difference: in formulation,
quality, and function.

“We want to be a brand that feels close. Playful.
Unpretentious. No prestige – just good products.”

Since its start in 2014, interest in Glam of Sweden
has grown far beyond Sweden's borders. The concept has received a strong international
reception, largely due to its simplicity, clarity, and profitability.

“Our concept is unique. It's easy to implement,
easy to understand – and it creates very good margins per sales square meter
for the buyer.”

The Pick & Mix model allows retailers
to offer an inspiring beauty assortment without complex installations
or high initial costs. It's smart space utilization, smart
assortment building, and a strong business – both for the store and the consumer.

As CEO, Håkan runs the business with an entrepreneurial spirit
and a long-term perspective. He believes in clear focus, cost-consciousness, strong
relationships, and the courage to do things differently.

“There is always a smarter way. You just have to dare
to think for yourself.”

Moving forward, the goal is clear: to continue growing
internationally with the right partners – without losing the core.

Johanna is one of the longest-serving members of
Glam of Sweden – and it shows. With over a decade of experience in product development,
she is confident, curious, and deeply involved in everything concerning the products we
present to customers every day.

For her, Glam of Sweden is about something more than just makeup.

"Our unique concept allows more people to
be creative. To experiment, play, and express themselves – even if they don't want to or can't
spend a lot of money. There's no one else doing what we do."

Affordable – in the right way

One of Johanna's strongest driving forces is the balance
between value and quality.

"We have never compromised on the quality of the product itself – even if we don't focus on luxurious packaging. It's the content that needs to perform. What goes on your face."

That's also where her focus lies: in
the formulations, safety, and function.

A central role in everything

As Product Manager, Johanna navigates multiple
worlds simultaneously. She works closely with toxicologists and factories, leads
product development projects, and is responsible for documentation – but is also an
integral part of the whole.

"Something is always happening. No two days are alike. We are a small company, so you wear many hats –
and get to be involved everywhere."

She describes a work environment where trust is central:

"I get to influence a lot. They trust me
and I get to voice my opinions."

Favorites in her makeup bag

When Johanna chooses products herself, she gravitates towards
smart function and flexibility.

Radiance
Foundation – Glam of Sweden Pro

"I mix my own shade – 100, 200, or 300 – depending on
my skin tone throughout the year."

Eyebrow Pencil
– Warm Brown

A clear everyday favorite.

Olivia combines creativity with in-depth product knowledge.
As a trained makeup artist with several years of experience in cosmetics retail,
she has met hundreds of customers with varying skin types, styles, and needs.

During her time at Glam of Sweden, she has also worked as a salesperson
and was responsible for our southern district, where she built close relationships with many
of our key buyers – while also meeting end-customers in stores.

This is where her core philosophy was formed:

“There are no rights or wrongs in makeup. Makeup should
be personal, playful, and empower the person wearing it.”

For Olivia, beauty is about confidence – not trends.
And about always listening to what the customer actually needs.

From customer meetings to ingredient geekery

What makes Olivia unique is the combination of practical
experience, business acumen, and technical curiosity.

She has worked closely on the development of GLAM's products,
where insights from stores, purchasing meetings, and customer dialogue meet her great interest
in formulations and ingredients.

“I am a self-proclaimed ingredient geek. I enjoy reading
INCI lists to understand how and why a product performs – both immediately
and over time.”

For her, it's not enough for a product to sell well
initially.

It needs to work in everyday life. In different lighting. On various skin types. And last over
time.

Favorites in the makeup bag

Shady
Slim Eyebrow Pencil – precision and natural
results

Hyper
Length Mascara – separation and length without
compromise

Colored
Lip Balm – color, comfort, and everyday glow