Entrepreneur Linn Weilar explains that the macrotrend reshaping the beauty industry as we know it looks completely different in different parts of the world. “‘Sleep beauty’ will become its own segment,” she says.
Weilar is the founder of Nordic Cosmetics & Healthcare, a Nordic distributor and brand builder within beauty and wellness, focused on bringing the most innovative and digitally strong brands from Asia to Europe. Today, the company operates across 24 markets, has eight own showrooms, called GlowStations, its own brand STAYWell, and eight offices around Europe, plus one in Seoul.
– I’d say that our strength lies in combining global trend awareness with Nordic credibility, quickly turning insights into real sales and brand presence, always with an eye on the cultural shifts shaping the next generation of beauty and wellness, she says.
One of these shifts which Weilar monitors closely is the rise of, first, wellness and, now, sleep, in the beauty space.
– Sleep has become the ultimate luxury of our time. After the pandemic—and in our hyper-connected lifestyles—people are realising how essential recovery is for skin, hormone balance, and mental wellbeing. We live in constant information flow, and the need for calm and downtime has become universal. Sleep is now a key part of self-care, just like exercise or nutrition. And the best part is, much of it can be done at home. My kids and I sometimes sleep outside on our terrace. No textiles, no screens. Most common bedding materials, like polyester or nylon, release microplastics as they wear, so sleeping outdoors means we’re far from that. And honestly, waking up to fresh air and birdsong is pure happiness.
Working both with European and Asian brands and industries, Weilar sees clear differences.
– In Eastern cultures, balance, energy, and rhythm are central; sleep is seen as a natural part of life’s flow. In the West, sleep has long been viewed as passive, almost as ‘lost time.’ But now the West is learning from the East: sleep is being redefined as an active investment in wellbeing.
It’s also about merging tradition and innovation — combining herbs, aromatherapy, and rituals with modern technology and science.
You also participated in a special panel on the topic at the latest Cosmoprof in Bologna.
– Yes, the topic reflected the major transformation we’re seeing in the industry right now, where health, sleep, and inner balance have become just as important as ingredients and results. I spoke about how K-Beauty and J-Beauty have changed the way we look at skincare — moving from performance to wellbeing. It’s no longer only about products, but about rituals, recovery, and lifestyle, Weilar explains. She continues:
– K-Beauty is known for its long, mindful routines and for products that support the skin’s nighttime recovery — like sleeping masks and soothing essences. These rituals are deeply rooted in Eastern philosophy, where rest is seen as active self-care, and I believe that perspective is now inspiring the Western world as well.
What were the other key takeaways from Bologna?
– That beauty and wellness have now fully merged — you can’t build a strong brand today without including mental health, sleep, and sustainability at its core.
– Consumers are seeking authenticity and emotional relevance, which means brands must truly live what they communicate.
– Science around sleep is also becoming more important. Nighttime is when the skin regenerates and collagen production peaks, making products for overnight repair a key focus for both innovation and communication.
How have you as a company adapted to these shifts?
– We work closely with our brands to highlight their holistic values — for instance, how their products support the skin’s nighttime recovery. Beyond product focus, we build education, content, and experiences around sleep, stress, and hormone balance, both in-store and digitally.
We believe in creating a full sensory experience that inspires calm, routine, and better sleep. It’s not just about what you apply — it’s about how you feel.
– And yes, we want everyone in our team to sleep well too! You simply feel—and look—so much better after a good night’s sleep. Just one bad night and it shows instantly: puffiness, red eyes, dry skin, low energy. Honestly, sleeping well is more important than working out — and that says a lot, because I think working out is super important.
How will this trend evolve?
– I think we’ve only seen the beginning. We’ll see more intersections between beauty, tech, and health — like products that measure sleep quality, adjust ingredients to circadian rhythms, or use AI to understand the skin’s needs in real time.
– The global ‘sleep economy’ was estimated at around USD 585 billion in 2024, and it’s growing fast. ‘Sleep beauty’ will become its own segment, where science and ritual meet, and where products don’t just improve appearance but support inner balance.
– It’s also easier for people to embrace — there’s no uphill struggle in ‘sleeping more.’ It’s the one wellness trend that everyone actually wants to join! Weinar states.