Made with you in mind

Our uncomplicated, easy-to-use makeup will never cover you up or turn you into someone else. Simply put, it lets the real you shine through.

See the difference 

TRIED + TRUE 

Shop all makeup
  • mini cloud paint trio
    mini cloud paint trio
    Coming soon
    ON SALE

    Mini Cloud Paint Trio

    Seamless cheek colors

    Sale price 134 kr Regular price 193 kr

    See details
  • mini ultralip trio
    mini ultralip trio
    Coming soon
    ON SALE

    Mini Ultralip Trio

    Nourishing shine + color

    Sale price 149 kr Regular price 208 kr

    See details
  • boy brow
    Nasra wears Boy Brow in Dark Brown.
    Coming soon
    Best-seller

    Boy Brow

    Grooming pomade

    Dark Brown

    163 kr

    163 kr

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    163 kr

    Dark Brown

    See details
  • black boy brow arch
    Sade wears Boy Brow Arch in Black.
    Coming soon

    Boy Brow Arch

    Pomade pencil

    Black

    178 kr

    178 kr

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    178 kr

    Black

    See details
  • cloud paint
    Ibti wears Cloud Paint in Soar.
    Coming soon
    SAVE ON SELECT SHADES

    Cloud Paint

    Seamless cheek color

    Soar

    178 kr

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    Sale price 119 kr Regular price 178 kr

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    Sale price 119 kr Regular price 178 kr

    Sale price 119 kr Regular price 178 kr

    Blush

    Bronzer

    Soar

    See details
Formulated to feel good 

Our base makeup goes on like skincare for a natural, seamless finish.

STRETCH FLUID FOUNDATION + STRETCH BALM CONCEALER + FUTUREDEW

3 lightweight + buildable complements to your makeup routine.

Ace your base

CLOUD PAINT

The most user-friendly blush + bronzer under the sun gives you a flushed-from-within glow that can be mixed + matched for a look that’s all you. 

Glow on

"I absolutely adore this tint, it gives me a very natural yet visible colored glow that literally dresses up my face, I feel like I don’t need to add anything else… LOVE IT"

EXPLORE FACE

Face
  • Omar in Stretch Balm Concealer, VD3.
    Omar in Stretch Balm Concealer, VD3.
    very deep 3 concealer
    Coming soon
    ON SALE

    Stretch Balm Concealer

    Very Deep 3

    Sale price 89 kr Regular price 163 kr

    Sale price 89 kr Regular price 163 kr

    Sale price 89 kr Regular price 163 kr

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    Sale price 89 kr Regular price 163 kr

    Very Deep 3

    See details
  • Nanny in Stretch Fluid Foundation, VD4.
    Nanny in Stretch Fluid Foundation, VD4.
    very deep 4 foundation
    Coming soon
    ON SALE

    Stretch Fluid Foundation

    Very Deep 4

    Sale price 134 kr Regular price 252 kr

    Sale price 134 kr Regular price 252 kr

    Sale price 134 kr Regular price 252 kr

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    Sale price 134 kr Regular price 252 kr

    Sale price 134 kr Regular price 252 kr

    Very Deep 4

    See details
  • Ibti wears Cloud Paint in Soar.
    Ibti wears Cloud Paint in Soar.
    cloud paint
    Coming soon
    SAVE ON SELECT SHADES

    Cloud Paint

    Soar

    178 kr

    178 kr

    178 kr

    178 kr

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    178 kr

    Sale price 119 kr Regular price 178 kr

    Sale price 119 kr Regular price 178 kr

    Sale price 119 kr Regular price 178 kr

    Sale price 119 kr Regular price 178 kr

    Sale price 119 kr Regular price 178 kr

    Blush

    Bronzer

    Soar

    See details
  • g1 skin tint
    g1 skin tint
    g1 skin tint
    Coming soon
    ON SALE

    Perfecting Skin Tint

    G1

    Sale price 119 kr Regular price 223 kr

    Sale price 119 kr Regular price 223 kr

    Sale price 119 kr Regular price 223 kr

    Sale price 119 kr Regular price 223 kr

    Sale price 119 kr Regular price 223 kr

    Sale price 119 kr Regular price 223 kr

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    Sale price 119 kr Regular price 223 kr

    Sale price 119 kr Regular price 223 kr

    Sale price 119 kr Regular price 223 kr

    Sale price 119 kr Regular price 223 kr

    Sale price 119 kr Regular price 223 kr

    G1

    See details
  • Nanny in Stretch Fluid Foundation, VD4.
    g1 skin tint
    very deep 4 foundation
    Coming soon
    ON SALE

    Stretch Fluid Foundation

    light-to-medium coverage + natural finish

    Very Deep 4

    Sale price 134 kr Regular price 252 kr

    Sale price 134 kr Regular price 252 kr

    Sale price 134 kr Regular price 252 kr

    Sale price 134 kr Regular price 252 kr

    Sale price 134 kr Regular price 252 kr

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    Sale price 134 kr Regular price 252 kr

    Sale price 134 kr Regular price 252 kr

    Sale price 134 kr Regular price 252 kr

    Sale price 134 kr Regular price 252 kr

    See details
Give good brow 

Our face-framing brow collection is a morning routine must-haves. 

BOY BROW

Fluffy, groomed brows in seconds. 

Clock it 

"After several years, Boy Brow is still my favorite brow pomade. I haven't found anything that beats it!"

EXPLORE EYE

Shop Eye
  • prairie monochromes.
    prairie monochromes.
    prairie monochromes
    Coming soon
    ON SALE

    Monochromes

    Prairie

    Sale price 75 kr Regular price 163 kr

    Sale price 75 kr Regular price 163 kr

    Sale price 75 kr Regular price 163 kr

    Sale price 75 kr Regular price 163 kr

    Sale price 75 kr Regular price 163 kr

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    Sale price 75 kr Regular price 163 kr

    Sale price 75 kr Regular price 163 kr

    Sale price 75 kr Regular price 163 kr

    Prairie

    See details
  • Model wears Lidstar in Lily.
    Model wears Lidstar in Lily.
    Lidstar in Lily
    Coming soon
    ON SALE

    Lidstar

    Lily

    Sale price 89 kr Regular price 149 kr

    Sale price 89 kr Regular price 149 kr

    Sale price 89 kr Regular price 149 kr

    Sale price 89 kr Regular price 149 kr

    Sale price 89 kr Regular price 149 kr

    Sale price 89 kr Regular price 149 kr

    Sale price 89 kr Regular price 149 kr

    Sale price 89 kr Regular price 149 kr

    Lily

    See details
  • Tallulah wears Shadow Stick in Stereo.
    Model wears Lidstar in Lily.
    shadow stick
    Coming soon
    ON SALE

    Shadow Stick

    Smudging eye color

    Stereo

    Sale price 89 kr Regular price 163 kr

    Sale price 89 kr Regular price 163 kr

    Sale price 89 kr Regular price 163 kr

    Sale price 89 kr Regular price 163 kr

    Sale price 89 kr Regular price 163 kr

    See details
  • ochre no.1. pencil
    Model wears Lidstar in Lily.
    black cherry
    Coming soon

    No. 1 Pencil

    Perfect glide eyeliner

    NEW Black Cherry

    149 kr

    149 kr

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    149 kr

    149 kr

    149 kr

    See details
On everyone’s lips 

Hydrating balms, buildable color, nourishing shine – there’s a lip for every lip.

ULTRALIP

The cashmere sweatpants of lipstick is part balm, part gloss, part tint, and all you.

Swipe on

"Absolutely YES! Moisturizing lip color and shine keeps my lips feeling silky smooth. The color is just enough and does not stain. Love this!"

 PICK YOUR LIP 

Shop Lip
  • image of open tube of generation g lipstick in cake
    close up of model wearing cake
    ON SALE

    Generation G

    104 kr

    Sheer matte, fragrance-free lipstick

    Swatches available

    9

    Good to know

    • Easy
    • Buildable
    • Enhancing
    • Cruelty-free
    • Vegan
    • Fragrance-free

    Ingredients

    • Wax Matrix
    • Blue Agave Extract
    • Vitamin E
    • Soft Focus Elasto-Powder
  • hold lip liner
    Kristinia wears Lip Line in Hold.

    Lip Line

    149 kr

    Enhancing pencil

    Swatches available

    8

    Good to know

    • Longwearing
    • Smudge-Resistant
    • Transfer-Resistant
    • Water-Resistant

    Ingredients

    • Fractional Quartz
    • Jojoba Oil
    • Lip Grip Complex
  • lip gloss clear
    Chloe wears Lip Gloss in Pink.

    Lip Gloss

    134 kr

    Glassy plush shine

    Swatches available

    9

    Good to know

    • Enhancing
    • Cruelty-free
    • Vegan

    Ingredients

    • Wax Matrix
    • Blue Agave Extract
    • Vitamin E
    • Soft Focus Elasto-Powder
  • Balm Dotcom in Wild Fig.
    SAVE ON SELECT SHADES

    Balm Dotcom

    75 kr - 119 kr

    Nourishing lip balm

    Swatches available

    10

    Good to know

    • Moisturizing
    • Nourishing

    Ingredients

    • Wax Matrix
    • Blue Agave Extract
    • Vitamin E
    • Soft Focus Elasto-Powder