4 Skin Care Brands Embracing the Newest Scandi-trend, Lagom


In recent years, the beauty industry has gotten cozy with the hygge trend. Now, with consumers looking to streamline their beauty routines, the newest Scandi-trend, lagom, may be giving the Danish concept a run for its comfy money.

Lagom, meaning, "not too much, not too little," urges consumers to live a balanced and proportioned life, a recent Mintel blog post explained. This trend can be applied to packaging—clean lines and neutral colors—and product formulations—sans extra ingredient like artificial fragrances and parabens. 

4 Products Embracing Lagom

  • Verso Skincare Antioxidant Turmeric Booster (Sweden)—A facial serum containing micro-algae;
  • The Lumene Lähde Intense Hydration 24H Moisturizer (Finland)—A moisturizer formulated with Artic spring water;
  • Skyn Iceland Arctic Hydration Rubberizing Mask (USA)—A peel off mask created with Icelandic glacial water; and 
  • Estelle & Thild Deep Cleansing Detox Mask (Sweden)—A detoxifying mask with vitamin-rich oils and plant extracts.

For more information, please visit www.mintel.com.

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