Daisy Beauty expo, 2019 edition

WOWZA!

The past two days have been, well ones to remember that’s for sure!

For the 5th year in a row, Daisy Beauty expo has taken place. So what is the expo? Well, it has it’s roots in DAISY BEAUTY and Daisy beauty magazine, or more correctly the people behind the Magazine, founders editor in chief Kicki Norman and her partner Sam Bergenstrahle.

Since the beauty-scene in Sweden is widely spread all over the country, but most open houses, press events and so on take place in Stockholm, Daisy beauty have put tougher this awesome expo to gather the beauty-community, brands, influencers, bloggers and journalists all at the same time for two days of lectures and the chance to meet and greet several brands at the same time.


DAY 1

So, the expo starts on a Friday with interesting lectures. This year was no exception although I had to leave after the first one for a job. (Don’t worry, I went back for the mingle later)

This years first lecture was editor in chief herself Kicki Norman that spoke about rules and regulations in Sweden regarding ”influencing”. That is i.e, how do I mark a post that is a collaboration with a brand? What counts as a collaboration? How do I expose myself to my readers, the importance of professionalism in different ways, and being my brand. Extremely interesting and a lot of good points I took with me.

Next up was Irène von Arronet, CEO for Nature Treats, that are the distributors of the brand Annemarie Börlind. About natural ingredients and sustainability. Sorry I missed this!

Philip Berkovitz, founder of the brand PHILIP B, spoke about the rejuvenating benefits of botanicals in haircare. Unfortunately I missed this as well, but I got the chance to talk to Philip during dinner in the evening, and I will be writing more about that in a separate post. Let me leave you with he is such a fascinating and interesting person!

Then the duo behind the Norwegian succes brand ELIXIR, founders Marianne Fjortoft and Kristine Borge told the story behind their cosmeceutical brand. (Missed out on this too)

Last but not least (yes, missed this too) was a lecture held by dietician and Dr in Medicine Gisela van der Ster about trends in food, healthy food and our eating in general. Does our relationship to food affect the way we look? I heard afterwards that this was extremely interesting so I do hope that I will have the opportunity to hear her speak at another occasion.


DAY 2

Day 2 is like a HUGE exhibition, fair, gathering of beauty-nerds and editors galore and brands within everything from skincare, haircare, styling-tools, hair-removal, makeup, nailcare, brow products and anything worthy of adding the tag beauty-product to it. The shorter description of the expo is heaven.

Persons in the community such as beauty-bloggers, beauty-journalists, beauty-vloggers and so on, have the opportunity to talk to so many different brands at one and the same occasion. From cosmeceutical brands, to ecological, to vegan, to mineral. Products suited from head to toe, to remove hair or to stimulate growth, from makeup to makeup remover, from leave-in products to ones you rinse out, from tightening to brightening, products that take You from Snow White pale to bronzed-up Goddess.

I did already use the word Heaven once right?

Among others Depend had a room full of balloons and cake,

where you could get your nails done, brows done and lashes applied. One could also mix ones own shade of nailpolish 💅😍

Sorry for dark pic, the above is the two shades I made!

As you can probably understand by now, there will be a whole lot more posts regarding my day at the expo and more about the brands I met and new products launching.

I will leave you with a few pictures and a promise that there will be much more to come 🥰

one of my fave sheetmask-brands ACASIA SKINCARE are launching their third sheetmask; brightening (orange)

elemis are launching new masks myself and follow beauty-bloggen Mickis

handmade and luxurious soaps from Swedish brand Grevinnans RumPhilips has a whole arsenal of tools, among others for hair-removal and soft feetbareMinerals is launching new lippies and a moisturizing stick foundation

Lumene brought their latest skincare & makeup tintDanish eco-skincare ecookingHaircare brand amika

Amelie de Soie makes (among other things) silk pillowcases and a draining massage-roller that I am extremely curious about

Idun minerals has launched a LOT of new products recently, among others a tinted moisturizing cream that I am looking forward to trying

Charles worthington will shortly be launching hair care to promote hair growth ghd are launching a straightening/smoothing brush

Swedish makeup brand FÄRG were there showing their range of makeup one of my favorites from Philip B


A big shoutout to Sam Bergenstrahle who I know has worked his ass off (pardon my French) for several months to put this all together. Thank you also for great service at hotel Birger Jarl that was our venue on Friday and Strandvägen 7a where the expo took place on Saturday.

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