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So we’ve all heard of K-Beauty which has become over the years an umbrella term for skin-care products that are derived from South Korea. However, a newer term in the world of beauty is S-Beauty - which stands for Scandinavian Beauty or Scandi-Beauty. Whereas K-beauty became famous in Europe as we were intrigued by their 10 step skincare regime - S Beauty is quite the opposite - looking at more minimalist products that have a higher efficacy.
In this year’s 2020 Scandinavian Global Makeup Awards, we thought it would be interesting to delve deeper into the intricacies of S-Beauty. At its core, S-Beauty is about an all natural beauty look, often using natural products. When it comes to makeup, S-beauty favours a more subtle look using natural and earthy colours that enhance your own natural beauty. Packaging is minimalist, futuristic and bang on trend, much like their renown Scandi decor.
Self care while going through lockdown 2.0 is what is really important right now, and Scandinavians known how to hunker down and enjoy time indoor in the warm and cosy while it’s cold outside. In fact, Scandinavian winters are known for being sub-zero, and that can take a toll on the delicate skin on your face. S-Beauty with regards to skincare really looks at protecting your skin from the harshness of external factors like weather and pollutants while keeping it moisturised and nourished. An intensive serum is an absolute must for providing your skin with the protection it requires.
What are the other traits of S-Beauty? Minimalism goes a long way, and you won’t find a Scandinavians bathroom counter filled with thousands of lotions and potions. Quality and functionality are paramount. Less products which DO more. You’ll also notice more moisturisers with SPF, and also even up to 50SPF as they take protection against sun damage very seriously. Scandi’s aren’t known like brits for being abroad and sporting a bright lobster pink sunburn.
So who are the big names in Scandi Beauty right now? Perhaps the most well known in S-Beauty in the makeup world is Kkaer Weis, famous for high-performing, luxury makeup that is both certified organic and sustainable. In skincare, there is a myriad of names, as Scandinavians take their skincare routine very seriously. Despite being known as a nation of minimalism, they don’t skimp on the steps in skincare routine. Big name players are Rosenserien, FOREO, Eleni & Chris, Barr Sweden, Skogen Cosmetics, Primex Iceland and Mette Picaut, just to name a few.
S-Beauty goes further than just the products that you put on your skin and the earthy tones of the makeup you choose. It is a way of life. Balance is central to all things Scandinavian, which is part of their appreciate of ‘Hygge’. You need to balance the modern world with nature, and balance also your own like. A balanced and colourful diet is very important to them as well as finding time for themselves, and of course time to exercise. It is all tied in together - makeup, diet, exercise, inner wellbeing, in helping them to feel like the best versions of themselves.
With all the uncertainties right now with the coronavirus pandemic, we could all do with taking a leaf out of the Scandinavians book, and look at enjoying the smaller things in life and taking a more balanced approach. The next time you make a beauty purchase, why not try S-Beauty, and look for better ingredients, a more natural approach and see if it is an all rounder that can do more.
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