Amelie Soie

Amelie Soie is a Swedish beauty brand based in Stockholm, built around mulberry silk accessories and salon-grade beauty tools. It was founded by Therése Wirén Ekehjelm, an authorized skincare therapist, and operates as part of the company Qvi Si – Haute couture de la beauté [1]. The brand sells silk pillowcases, hair accessories, sleep masks and facial tools through its own webshop and a network of resellers, and remains active, with a current product catalogue and a 2026 copyright on its site [1].

The brand's name pairs the founder's middle name, Amelie, with the French word soie, meaning silk — a nod to a family background in textiles.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Amelie Soie was created by Therése Amelie Wirén Ekehjelm, described as an authorized skincare therapist working in the field since 2001 [2]. According to the retailer The Skin, she came from a textile family, and the brand grew out of both her salon experience and a personal object: a mulberry silk pillowcase her grandmother had brought back from a trip to the United States and used to protect her hairstyle and skin [8]. That pillowcase is cited as the inspiration behind the brand's focus on silk and quality materials.

The founder has said the brand also answered a practical gap she saw in the salon trade. In an interview with Scandinavian Mind, she recalled that the available professional essentials were limited, noting that "the selection of, for instance, towels was very poor."

The founding date is recorded differently across sources. The Skin states that Wirén Ekehjelm established Amelie Soie in spring 2007 as part of Qvi Si – Haute couture de la beauté, and a search snippet gives the same year [8]. Scandinavian Mind, writing in November 2021, described the brand as having operated for "almost four years," which would place its start around 2017 [6]. The brand's own pages do not print a founding year. The earlier 2007 date is the one stated explicitly and corroborated; the later figure most likely refers to a growth or expansion phase rather than the original founding.

The product range centres on mulberry silk and beauty tools rather than formulated cosmetics. Silk items include pillowcases, sleep masks, scarves, bows, bandeaus and hair wraps, several specified as 100% mulberry silk. The brand lists a "22 momme" rating for its silk — momme being a unit of weight used to describe silk density [4].

Alongside the silk lines are reusable beauty tools, among them the Diamond and Aviva facial rollers, silicone makeup-application sponges, and microfibre beauty towels marketed for removing makeup using the fabric's own fibres. Daisy Beauty notes that the brand began with silk pillowcases and later widened its range to include makeup brushes, microfibre cloths, sleep masks, roller-based tools and hair accessories [7].

The company markets silk as functionally beneficial for hair and skin. It states that silk absorbs about a third less moisture than other materials and describes the fibre as helpful for eczema-prone skin [4]. In Scandinavian Mind, the founder said the mulberry silk the brand uses "contains amino acids that will help keep the skin's moisture, give you less sleeping crease, and is good for eczema and allergies" [6].

Amelie Soie presents itself as a line of "beauty essentials" developed by authorized skin therapists, intended to combine professional skincare with everyday beauty routines. The company says its products are made for customers to "become the best version" of themselves and frames its purpose as helping people enhance their natural beauty every day. It emphasises quality and "a feeling for detail," and positions its range as blending tradition with innovation. The site carries the tagline "It's never too late to have a great hairday."

In its sustainability offering, the brand stocks a Guppyfriend washing bag — a laundry bag designed to capture microplastic fibres shed in the wash — alongside its own textile products [5].

Independent coverage of Amelie Soie has appeared mainly in Swedish beauty media. Scandinavian Mind published a 2021 feature interview with the founder on the benefits of mulberry silk for hair and skin [6]. Daisy Beauty ran an editorial review of the brand's silk hair accessories by writer Kicki Norman, who praised the silk-covered scrunchies as attractive and comfortable and able to hold heavy hair, describing the silk feel as "wonderfully luxurious" [7].

On its own press page, the brand documents a connection to the Swedish reality television series Wahlgrens Värld, including a note that Pernilla Wahlgren received Amelie Soie favourites as a birthday gift from Jessica Wahlgren; this is a product-placement association recorded by the brand rather than independent editorial [3].

The brand is active. Its webshop carries a current product catalogue and a 2026 copyright, and its products are stocked by third-party retailers including Lyko, Daisy Beauty and Qvi Si [1]. Operations are based in Stockholm and the brand's distribution is concentrated in Sweden and the wider Nordic market.