We speak to Swedish beauty brand L’Acuila and leading manufacturer Svenska Krämfabriken about this rising topic, and what the end consumer will be looking for next.

There’s a growing interest in products that support women through menopause. According to Karin Eld, Business Development Director at leading Scandinavian beauty manufacturer Svenska Krämfabriken, this has led to a real increase in demand for solutions tailored to that life stage. 

– There is much more awareness now around the changes happening in the body, especially related to dryness, hormonal shifts, and skin texture, and we are getting more specific questions and requests. We notice this shift both in the broader beauty industry and in our own work, and we are glad that the conversation is finally opening up.

The company’s latest product launch is a haircare line for Swedish beauty brand L’Acuila, specifically designed for mature hair. 

– As we reach middle age, our hair—much like our skin—tends to become drier, more fragile, and loses its elasticity, says Hanna Forsberg, Brand Manager. Many women can relate to this, including our founder Pernilla Wahlgren (pictured, with one of the new products), who has struggled for years to find hair products that truly worked for her, which inspired us to create this targeted range.

– Our formulas feature active ingredients such as hyaluronic acid, hydrolysed proteins, and glycerin, which deeply hydrate, strengthen, and repair the hair while being gentle on the scalp.

What else are your consumers looking for now? 

– They’re more informed and ingredient-conscious than ever before. We’ve seen a clear trend among our customers: they want products that deliver real results, contain high-quality ingredients, and are simple to use—without requiring a complicated multi-step routine.

Karin Eld, Svenska Krämfabriken, agrees.

– If there is one thing we have seen clearly at L’Acuila, it is that beauty is becoming more intentional. People want products that truly work, especially during life stages like menopause, while holistic health and sustainability continue to shape how products are developed.

And what other things are your clients, the beauty brands, asking for from you?

– We are seeing that people are looking for shorter, more efficient routines that still deliver real results—whether it is for face, hair, or body, says Eld. Ingredients like hyaluronic acid, niacinamide, and retinol are still in high demand, especially because they are so effective for common concerns like dryness, sensitivity, or uneven skin tone, which often come with hormonal changes. But what has really changed is how people use them. Clients are after smart, streamlined routines that fit into everyday life without feeling like a chore. It’s all about less fuss and more function.

And, what do you see coming?

– I think we’ll be talking even more about the shift toward holistic beauty. More and more, people want products that support them in a bigger way—focusing not just on how their skin looks today, but how it’s going to feel and function in the long run. Things like skin longevity and barrier health are really taking off, and we’re seeing a lot of exciting innovations in biotech ingredients, like exosomes, fermented extracts and upcycled natural components that help protect, hydrate, and support lasting skin vitality, Eld shares. She continues:

– One thing we are especially excited about is how beauty is becoming more thoughtful. Sustainability continues to be a major focus, both in packaging and ingredient sourcing. Clients are looking for products that deliver real results without unnecessary steps, but they still value a sense of luxury and escapism in their routines. For us, it is important that every product feels special. With uplifting scents, silky textures, and small design touches that turn everyday skincare into a little escape. We believe it is those moments of indulgence that makes a real difference.