Conscious Swedish beauty and makeup brand IDUN Minerals celebrates 15 years, and CEO Caroline Thunstedt sees great potential to see a continuous growth for S-beauty. With a little help, and a slight change in attitude.
For Thunstedt, to celebrate such an anniversary is a testament to what she believes as the brand’s ability to evolve and stay relevant over time.
– Considering how competitive this industry is, and the large global companies that dominate the market and that we need to compete with, she says, I am very proud that we’ve been able to grow and contribute in the way we have.
– As with any company, there have been both successes and challenges along the way. Regardless, we have always stayed true to our core values: carefully selected ingredients, high quality, and a strong focus on sustainability, both environmental and social. We first launched IDUN Minerals in the Swedish state-owned pharmacy, Apoteket, and back then, no make up was available in any Swedish pharmacies. We have come a long way since then, and I am so proud so see that all Swedish pharmacy chains now have makeup available in their stores.
– One major shift in the industry since we started is, of course, the power of influencer marketing and the number of influencer brands that have launched. I welcome this personalisation and sense of connection to a brand, as it has pushed us as a brand to communicate our ethos even more clearly than before.
– We are also very pleased to see the improved regulations around ingredients within the European Union, for example, cyclic silicones.
Speaking of the European Union and regulations, what do you predict will be the next big thing there?
– I hope we’ll talk even more about packaging solutions for cosmetics. For us, it has been a highlighted topic for several years. My hope is that as the whole industry evolves, and that so does the supply of packaging solutions, especially since we only produce packaging in Europe. Most cosmetics packaging is still made in Asia, so the European-made packaging solutions are still very limited.
– With new legal initiatives coming into place, I also hope that Europe will be better aligned when it comes to recycling strategies for packaging. This is in the works, but should have been finalised years ago, in my opinion. It would also be a dream if all artwork on packaging could be supported with QR codes, not only to simplify the design process for all international requirements but also to give consumers more easily accessible information about their products. Finally, I hope S-beauty will make even more of a buzz internationally.
Thunstedt is a strong advocate for the growing S-beauty (Swedish beauty) movement. She sees it as “a fantastic export business” that could grow tremendously with the right tools.
– It is an industry we should be very proud of; we already have so many nice products and brands we can proudly present internationally. The best thing about growing internationally together is that the business isn’t limited. In Sweden, we are used to competing for the same shelf space. Internationally, there is no such limit. There is room for everyone! It is better we work in alignment to grow the buzz about Swedish beauty and what it stands for together. Clean beauty and Clean girl has been a trend for years now. The good thing for Sweden is that this isn’t just a trend; it is our DNA and lifestyle. We have the clean, natural lifestyle deeply rooted in our personalities, and we can build on the Swedish science and lifestyle and connect it to beauty.
– That being said, there are a few things we need to consider to grow S-beauty. The Swedish industry needs to align more and work closer together internationally. There are some initiatives where this has already begun, for example, ASBB (Association of Swedish Beauty Brands), where companies gather to share experiences and best practices to support each other.
– Swedish media, industries, government, and even the general public also need to change the perception of the beauty industry as superficial and unserious. Cosmetics are regulated under the Swedish Medical Products Agency, and many of the same strict rules apply as for prescription medicine. It requires highly trained chemists to formulate cosmetics. This is why I believe universities in Sweden could do a better job promoting the industry. In countries like Finland, France, and Italy, there are specific education programs to become a cosmetic formulator, a title that carries strong professional recognition. When I studied for five years at the Royal Institute of Technology in Stockholm, for a Master’s in Molecular Science and Technology, there was not a single mention of the beauty industry. That is a shame. The beauty industry is a fantastic field to work in, especially for women, as there are many women in leadership roles.
What else do you look at now, for the industry?
– Personally, I am an oily-skin girl, so I am very excited for matte and blurring products to be back in 2026. We see that the trend for a healthy glow still runs strong, but the matte products that have been mentioned as the coming trend for years are finally making a real entrance.
Lastly, 15 years. How do you celebrate?
– With the launch of a limited-edition palette, says Thunstedt. It features a bronzy, glowing trio designed to give the skin a warm, radiant glow. The palette contains the same highly purified mineral formula and rich colour pigments as our regular blushes and bronzers, but in completely new shades. What makes this palette extra special is the illuminating highlighter—something we haven’t previously offered in our collection, which makes this festive launch feel even more unique. The product is vegan, fragrance-free and dermatologically tested. Like all IDUN Minerals products, it is suitable for all skin types, even the most sensitive. The sleek packaging is manufactured in Europe from FSC-certified paper and is designed with recyclability in mind. By simply pushing out the metal pans from underneath, the materials can easily be sorted as paper and metal.
