Beauty E-Commerce: Leading the Way in Innovation, Personalization, and Value-Driven Success

Beauty e-commerce brands thrive in today’s market due to their ability to rapidly adapt to trends, embrace digital innovation, and build strong customer loyalty. Their success stems from offering niche, high-demand products tailored to specific needs while leveraging social media to create visually appealing, engaging content. They excel in personalization through AI-driven tools, fostering deeper connections with consumers. Additionally, a focus on sustainability and ethical values positions these brands as leaders in meeting the expectations of value-driven shoppers, making them standout players in the global retail landscape.

Linn Weilar

Linn Weilar is the CEO of Nordic Cosmetics & Healthcare, part of Orientated Group, and a pioneer in the beauty and wellness industry. Together with her partners, she introduced Korean beauty care, K-Beauty, to Sweden eight years ago. Since then, the company has experienced impressive growth, with over 50 brands and offices across Europe, including Seoul. The company now has a turnover of approximately 700 million, with the Nordic division Linn leads accounting for about one-third of that. The K-Beauty trend has exploded globally, driven by social media platforms like TikTok, and Linn has been a key figure in shaping a brand strategy that combines innovation with authentic storytelling. According to Linn, the secret to success lies in packaging a concept that is both clear and inspiring, while also promoting both external and internal well-being. Today, the company operates physical showrooms, sells to major retailers such as Zalando, H&M, and Lyko, and also through its own channels and Amazon.

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Sharing the stage

Tanrevel

Andrea Marschall-Hurtig

CEO

Svensk Handel

Eleonor Dahlberg

Sr Project Manager Innovation