FACE STOCKHOLM // ABOUT FACE
FACE Stockholm:
More Than Makeup

There are those who say, "it's only makeup," but we believe that, as an international company, we have a bigger role to play. Through every transaction, interaction and encounter we hope to learn and recognize the greater intentions of our business...

 

Learn more about FACE Stockholm »
 

The Beginning:
Inspired by Fashion & Music

FACE Stockholm is the only Swedish cosmetics company that offers makeup and skin care that is true to the Swedish beauty ideal – naturally based, trend forward, simple, clean, gorgeous and fun. FACE Stockholm offers a spectacular and unrivaled range of colors and uses only the highest quality ingredients. 
 

In the early 1980s, FACE Stockholm founder Gun Nowak owned three of the hippest fashion boutiques in Sweden. FACE Stockholm grew out of her frustration at not being able to find makeup to match the neon fashions of the time. “I didn’t set out to do makeup” says Nowak, “but I wanted every color and I couldn’t find them anywhere. I saw the opportunity.”


Starting with her first shop in 1982 in Stockholm, FACE Stockholm was an immediate success.


As the business grew, Gun turned to her daughter, Martina Arfwidson, for help. Sharing a passion for color and design as well as a playful sense of humor, Gun and Martina have formed a unique partnership, carving an exemplary niche for themselves in the cosmetics business.


Their values are reflected in every detail of the FACE Stockholm brand: from the clean, welcoming boutiques, impeccable service and top-quality product, to the nurturing of top-notch makeup education and artistry. 


But it is their commitment to discovering the deeper meaning in their work that has kept them devoted to FACE Stockholm for over 30 years. 


“Putting makeup on a woman is such an intimate experience," says Martina. "Rarely do you get so close to someone — maybe with your doctor or your family — but it's a beautiful interaction. It allows you to see who people really are. And I think this interaction is the essence of what FACE Stockholm is all about: making women feel good about themselves. That is the part of our work that we both love.”


"I don't think we would enjoy the work as much if it weren't for a deeper purpose," says Gun. "I think makeup is wonderful and fun because it can be like theater — it allows you to play and to act out whatever you want to be. But the most the important thing that we want to express to our customers is that we are all beautiful, in one way or the other."


FACE Stockholm is still owned and operated by Gun and Martina is now available at over 100 locations worldwide. 

  


morethan
A Mission of Truth and Beauty
Our Story Services
Our Shops Makeup Schools
Our Artists The Collection
Makeup Education
 

Learning and teaching are essential to our mission and we are actively engaged in supporting and advancing makeup artistry, maintaining professional makeup schools and studios in Sweden, Norway and the United States.

Learn More »
The Collection
the image The Collection is an elite group of our essential color cosmetics in display units designed for exclusive spas, salons and boutiques that offer retail and application services. The broad range of product and color assortments is fully customizable and makes The Collection an ideal introduction to the FACE Stockholm brand.
Learn More »
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