Browgame Cosmetics

Browgame Cosmetics is a Swedish beauty brand founded in 2018 and based in Stockholm, where it operates as the legal entity Browgame Sweden AB.[1] It specialises in eyebrow grooming — precision tweezers, brow and lash serums, styling products, and lighted makeup mirrors — sold direct-to-consumer and through Nordic and US retailers. The company is small and independent, with no parent group on record, and remains active.

The brand pairs Swedish material sourcing with Italian manufacturing: its tweezers are made from Swedish stainless steel and handcrafted in northern Italy. That combination, rather than any single hero cosmetic, sits at the centre of how Browgame presents itself.

Browgame was founded by Jonas Loboda Lindqvist, who according to the company comes from a family with roughly a century of experience in cosmetics; his grandfather sold cosmetic products in Uppsala, Sweden.[2] The brand traces its beginning to a domestic complaint. "I heard my wife cursing her tweezer. It kept cutting rather than plucking her eyebrows," the founder recounts on the company's story page.[2]

He set out to find a better tool, a search the company says took close to two years of research into tweezer craftsmanship. That work led him to a small village in northern Italy and a tweezer specialist with more than 40 years of experience. According to the brand, every Browgame tweezer passes through at least 18 production steps in the hands of skilled craftspeople.[2]

There is a discrepancy over the brand's national origin. The DTC brand directory DTCetc describes Browgame as "established in Italy."[3] Swedish company records and the brand's own materials contradict this: the registered entity Browgame Sweden AB (organisation number 559157-0725) was formed in 2018 and is based in Stockholm,[1] and the founder is Swedish. The Italian connection is to tweezer craftsmanship, not to where the company was established.

Browgame operates as Browgame Sweden AB, a Swedish limited company registered in Stockholm in 2018. No parent company or acquisition history is on record; the brand presents as independently held.

The company frames itself around brow tools rather than a broad cosmetics line, with the stated mission "brow tools that makes a difference."[2] Its self-described values centre on quality, craftsmanship, sustainability and design, and it positions its tweezers as durable tools "designed to perform like new, use after use." Browgame says it will not launch a product unless it considers it "the best choice in the market in quality, sustainability, and design" — a promise the founder ties back to the one he made to his wife.[2]

All products are described as vegan and cruelty-free.[4] The brand markets to what one trade profile characterises as beauty professionals and precision-focused buyers seeking premium grooming tools.

Browgame's signature item is its slanted tweezer, offered in several finishes and made, in the company's description, from premium Swedish stainless steel and sharpened in Italy.[5] Alongside the tools, the range includes peptide-based eyebrow and eyelash serums, a brow styling soap, brow pens and gels, and lighted makeup mirrors.

The serums are built on a peptide formulation; ingredients cited on the brand's collection pages include Biotinoyl Tripeptide-1, Myristoyl Pentapeptide-17 and Oligopeptide-10, together with hyaluronate, panthenol, biotin and plant extracts such as Panax ginseng. For its eyebrow serum the company reports consumer-study figures of "95% saw darker-looking brows and 89% saw fuller-looking brows after regular use," with visible change cited at 25 days and full results at around eight weeks.[6] Its lash serum carries a similar claim of "94% saw thicker-looking lashes and 91% saw longer-looking lashes."[6] The brand does not publish full ingredient lists or third-party certifications for these products.

Browgame sells direct-to-consumer through browgame.com with international shipping, and is also stocked by the Nordic retailer Lyko and by Macy's in the United States, with Nordic distribution handled through Dermanor and the Norwegian distributor Marketwell.[7]

Browgame remains active. Its e-commerce site carries a full catalogue with in-stock inventory, it maintains a current Instagram presence, and its products were stocked across Nordic and US retail channels as of mid-2026.[7] The Swedish company registry lists Browgame Sweden AB as an active entity.[1] No awards are individually named in available sources, and no independent encyclopedic or major editorial coverage of the brand was found.