FACE Stockholm: Beauty, wit and grace from Scandinavia

By Malin Norman | Photos: FACE Stockholm

Born from a passion for colour, design, and self-expression, FACE Stockholm has spent over four decades redefining what beauty can feel like – warm, human, and playfully personal. Founded by Swedish visionary Gun Nowak and now led alongside her daughter Martina Arfwidson, the brand continues to celebrate individuality through creativity and connection.

When Gun opened the first FACE Stockholm store in 1982, the beauty landscape was surprisingly beige. The bold fashion and expressive spirit of the 1980s were not reflected in makeup – so she decided to create her own. With an instinct for style and an entrepreneurial spark, Gun filled her shop with an unprecedented spectrum of shades, transforming her passion for fashion and design into something entirely new.

“It was unheard of then for an individual to open a standalone makeup store,” says Martina. “My mother was an innovator – she saw what was missing and created a space that reflected her joy in colour, expression and beauty.”

From that first boutique in Stockholm, FACE Stockholm quickly became known for its vibrant palettes, playful spirit, and welcoming atmosphere. Customers were encouraged to touch, test, and explore – an unusually generous concept at the time that remains central to the brand today.

FACE Stockholm: Beauty, wit and grace from Scandinavia

A creative partnership built on connection

In the early 1990s, Martina joined her mother in the business after pursuing a career in music in New York. What began as a collaboration between generations has since become a lifelong creative partnership – one rooted in shared curiosity, humour, and deep respect.

“We’ve grown together through this brand,” says Martina. “It’s taken us all over the world. We’ve had so many adventures and we’ve met so many incredible people!”

Together, Gun and Martina have built FACE Stockholm around a simple belief: beauty is not something you perform – it is something you live. The brand reflects the Swedish approach to design and life itself – elegant, intentional, and infused with warmth.

More than makeup – an experience

At FACE Stockholm, makeup is not about masking; it is about presence and play. The brand’s philosophy honours real skin, real colour, and the emotional shift that happens when you swipe on a lipstick or let a makeup artist show you something new.

“Our stores have always been places to linger,” says Martina. “People come in to try something, and they end up having a conversation, a laugh, or a little transformation. That sense of connection — that’s what FACE has always been about.”

Today, FACE Stockholm’s in-store services are a cornerstone of that experience. From everyday applications to bridal makeup, events, and private group classes, the artistry remains as personal as ever. Each appointment is an invitation to experiment and rediscover the joy of colour – guided by expert hands and a generous spirit.

FACE Stockholm: Beauty, wit and grace from Scandinavia

Rooted in Sweden, thriving globally

Once known for its 85 stores worldwide, FACE Stockholm has evolved into a modern, dynamic brand with a refined retail presence and a rapidly expanding online business. By focusing on direct connection with customers through digital channels and curated in-person experiences, the company has turned transformation into growth.

With flagship locations in Hudson, New York, and Stockholm, FACE Stockholm continues to reflect the founders’ love of design and detail – where modern Scandinavian minimalism meets warmth, art, and light. The same thoughtful aesthetic extends to the brand’s online world, where storytelling, seasonal collections, and lifestyle content engage a global audience and celebrate the beauty of individuality.

A family, a team, a lifelong journey

After more than 40 years, FACE Stockholm remains proudly family-owned and guided by the same creative force that began it all. Gun and Martina continue to lead with instinct and passion, supported by a close-knit team who share their commitment to beauty, service, and authenticity.
“It’s been a life journey for both of us,” says Martina. “Working together as mother and daughter – and with a team that feels like family – has been such a privilege.”

As FACE Stockholm looks toward the future, the vision is simple: to keep doing what brings joy. Thoughtful collaborations, curated, one of a kind selection of lifestyle goods, and new product lines are in the works. “If we could do anything, it would still be this,” says Martina. “FACE Stockholm has never just been a business – it’s a way of life, an expression of who we are.”

FACE Stockholm: Beauty, wit and grace from Scandinavia