Alison Gaither
Alison is an Analyst for Mintel's US Beauty and Personal Care Reports. Prior to joining Mintel in 2015, Alison spent four years as an educator for a leading beauty retailer and a global research analyst in CPG.

While Korean beauty brands continue to influence skincare routines with innovative ingredients and interesting formats, consumer shifts toward simple and easy routines are bringing forward a new region of innovation: Scandinavian beauty. The ethos of Scandi beauty routines is simplicity paired with practicality and function, a philosophy that resonates with consumers looking to minimalize their beauty routines. Mintel 2017 Beauty and Personal Care Trend ‘Back to Basics’ brought to light the hygge trend, the Danish concept of warmth and coziness, as a way for brands and consumers to get back to the simple life, and minimize daily stressors.

After hygge came the newest Scandi-trend, lagom, which translates to “not too much, not too little” and urges consumers to live a balanced, proportioned life. In skincare, Scandinavian trends influence all aspects of product development, from packaging to formulation. Packaging tends to be straightforward and simple, with clean lines and neutral, soothing colors that will appeal to minimalist consumers. Indeed, lagom is the opposite of excess, so formulations that contain extra ingredients, like artificial fragrances and parabens, are considered unnecessary.

Using Mintel Global New Products Database (GNPD), we highlight 4 products tapping into the lagom trend:

Verso Skincare Antioxidant Turmeric Booster (Sweden)

This light facial serum is said to be perfect for skin that tends to become red, damaged and uneven when exposed to the sun. It features micro-algae to reinforce the antioxidant capacity of skin; a high concentrated turmeric complex, which has anti-ageing properties and decreases inflammation; vitamin E, to combat damaging free radicals from the surface of the skin; and a blend of oat lipids and oils from the Nordic countries, to provide further replenishment and repair.


The Lumene Lähde Intense Hydration 24H Moisturizer (Finland)

This moisturizer suitable for all skin types is formulated with pure Arctic spring water claimed to provide a charge of deep moisture for the whole day, and produce high concentrations of nutrients and antioxidants. The cream contains natural Nordic birch sap, which is said to help instantly increase skin moisture. It features 86% naturally-derived ingredients, and is free from paraben and formaldehyde donors.

Skyn Iceland Arctic Hydration Rubberizing Mask (USA)

A moisturizing peel-off mask to supercharge stressed and depleted skin with an instant dose of deep hydration. It contains Iceland complex, a natural blend sourced from Iceland’s pure and potent environment, which includes Arctic cloudberry seed oils, cranberry seed oils, and pure molecular oxygen. The product is also formulated with Icelandic glacial water to detoxify dry, itchy skin, soften its texture, and maintain a healthy pH balance.

Estelle & Thild Deep Cleansing Detox Mask (Sweden)

This Ecocert certified organic skincare range is based on vitamin-rich oils and plant extracts to improve skin’s health while protecting its natural balance. The mild formulations are free from parabens, mineral oils, sodium lauryl/laureth sulfate, synthetic perfume, and other unnecessary additives. The detox clay mask claims to unclog and reduce the appearance of pores and reveal a firmer, more balanced complexion with a radiant glow and increased hydration.