The Beginning:
Inspired by Fashion & Music
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 was into crazy makeup and I couldn’t find the colors anywhere! I saw the opportunity. I wanted every color!”
Starting with her first shop in 1982, FACE Stockholm was an immediate success. As the business grew, Gun turned to her daughter, Martina Arfwidson, for help.
“I was working on a singing career in New York,” says Martina, “And as soon as I started working with mom, I could see the link that this business shared with music. Bringing out a woman’s inner beauty is like finding your inner voice. So for me, FACE Stockholm became a mission about getting to know one’s inner truth and the freedom and joy that comes from that.”
Gun adds, “Putting makeup on a woman is as intimate an experience as you’ll find. It allows you to see who they really are. And FACE Stockholm touches women. That is the part of our work that we both love.”
Gun and Martina run their business on gut instinct and their personal journeys guide the philosophy of the company. Gun’s passion and creativity are the driving force behind the business, while Martina’s business talents and love for structure balance their working relationship.
With their keen sense for color and design and their commitment to a greater purpose in their work, Gun and Martina have carved a unique niche for themselves in the cosmetics business. Their values are reflected in every detail of the FACE Stockholm brand, from the clean, welcoming boutiques and quality of the product offering, to the commitment to education and impeccable customer service.
FACE Stockholm is still owned and operated by Gun and Martina and the products are now available at over 50 locations worldwide, through mail order and online.
