A much loved creative ethos is Swedish minimalism. With fashion brands like Acne Studios, Toteme, Filippa K, Our Legacy, CMMN SWDN, Asket, and Tiger of Sweden setting the pace, the unmistakable aesthetic has become a global phenomenon. In design, in fashion, and also in beauty.
At a press day hosted by Skins Cosmetics in the Netherlands, three Swedish beauty brands – Melyon, Obayati, and L:A Bruket – emerge as paragons of the Scandinavian commitment to simplicity and purity. Each brand marries its unique perspective with a respect for nature, heritage, and sustainable practices.
Melyon
Founder Roger Dupé draws inspiration from his ancestral roots in West Africa, where skincare is regarded as a multi-generational legacy. Melyon – a name derived from the English word ‘melanin’ and the Togolese/Ghanaian term enyonam, meaning “it is good for me” – was established in 2020. The brand champions inclusivity in beauty, catering to all skin tones. Its modern designs are environmentally conscious: bottles are crafted from sustainable glass and cartons from recyclable paper, with packaging free from stamping, lamination films, or foil.
Standout products include the Melyon Day Cream, a rich formulation with niacinamide, vitamin C, and E that delivers intense hydration and a matte finish, and the Melyon Night Cream, enriched with brassica extract, vitamin A, and collagen-stimulating peptides. On occasion, the night cream can also be used in the morning if extra nourishment is needed – though SPF care remains essential.
Obayaty
Five years after Chanel launched its men’s cosmetic line Boy De Chanel, the Swedish brand Obayati has made its debut. Founded in Stockholm in 2023 – and soon available at Skins Cosmetics – Obayaty is a sleek, genderless beauty brand. Its range covers daily skincare, such as a tinted eye cream and lip balm, as well as minimalist make-up including a stick concealer, bronzer, and highlighter. The collection also features bolder items, such as nail polishes and coloured eye pens.
Packaged in functional, sleek metal tubes, Obayaty’s modern, multipurpose collection incorporates active ingredients wherever possible. Its concise range addresses common concerns – dark circles, spots, acne scars, and blemishes – offering a natural, fresh finish that strikes the perfect balance. A tinted eye cream or concealer can quickly refresh tired eyes without the overt appearance of heavy make-up.
Fun fact: each item features a QR code linking to a short instructional video. Highlights of the range include CBD-enriched refillable lip balms and nail polish. Although initially developed with men in mind, this Swedish brand is truly gender-free, designed for anyone who appreciates minimalist and stylish products – especially the aethetics amongst us.
L:A Bruket
On Sweden’s west coast lies Varberg, one of the country’s best-known spa areas for over 200 years. L:A Bruket was founded in 2008 by Mats Johansson and Monica Kylén. Their team has been developing organic formulas that nurture and protect both skin and hair, blending modern mindsets with sea therapy practices – such as seaweed bathing – to create innovative, sustainably sourced treatments defined by function and quality.
The brand’s name carries meaning: L:A is an abbreviation of lilla, meaning little, and Bruket translates as factory – together, “The Little Factory”. In addition to skincare, the brand offers a range of home care products, including fragrance tags and home diffusers.
For the founders, there is no quick fix; their formulas are designed to integrate into a daily skincare routine and contribute to a holistic lifestyle. A particular favourite is the new 311 Goodnight Lip Balm, enriched with orange blossom.
All brands are available at skins.nl.
Pictures are taken at the press presentation in Amsterdam, courtesy of the brands and Skins Cosmetics.
