CAIA Cosmetics

CAIA Cosmetics is a Swedish beauty brand founded in Stockholm in 2018 [5]. It was created by four people: the television personality and influencer Bianca Ingrosso, her manager Vanessa Lindblad, and two beauty-industry veterans, Mikael Snabb and Jesper Matsch. Often styled simply as CAIA, the company sells makeup, skincare, haircare and fragrance, and it built its early business on selling directly to customers online rather than through traditional retailers.

The brand describes its purpose as offering high-quality products at accessible prices, and it grew quickly on that promise. Within a few years it had expanded from Sweden across Scandinavia and into wider European and international markets, adding physical stores and department-store partnerships alongside its original online model. The company remains active, with retail expansion continuing through 2025 and 2026.

CAIA emerged from a meeting of two worlds. Snabb and Matsch brought production and beauty-industry expertise, while Ingrosso and Lindblad brought a large social-media following and close contact with an audience. Together, the company says, they identified a gap in the market for products with uncompromising quality at accessible prices. Ingrosso, who was 24 when the brand launched, has said her interest in beauty grew out of childhood exposure to professional makeup artists during her parents' work in theatre [7].

From the start the business was headquartered in Stockholm, where it still has its seat, and it operated as a direct-to-consumer company, selling online and drawing customers in through social content and involvement in product decisions. Ingrosso became the public face of the brand while describing it as something larger than herself; in one interview she said, "We are building a community, and I am not the company" [6].

CAIA Cosmetics trades under the parent company Beauty Icons AB, registered in Stockholm. In 2020 the venture-capital firm Verdane invested in the business, in a deal reported at around 200 million SEK that valued the company at roughly 400 million SEK. By 2025 Verdane held about 62 percent of the company, while Ingrosso retained around 12.5 percent; remaining founders and the influencer Lovisa Worge are also among the shareholders [5]. Johanna Eriksson Hamrén has led the company as chief executive since 2022.

The company reported revenue of 807 million SEK for the 2025 financial year [5]. Earlier figures charted its rise: first-year sales of about 1.5 million dollars grew to a reported 35 million dollars in revenue by 2021, its third year [6].

CAIA places itself in the accessible, mid-priced segment and frames beauty as a personal feeling rather than a fixed standard. "Beauty is a feeling: radiant, natural and entirely your own," the company states, describing its mission as being to lift the customer and to bring simplicity and meaning to everyday routines. Its products are presented as working across a range of skin types and tones, with foundations and concealers offered in up to 19 shades.

The range spans makeup, skincare, haircare and fragrance. Signature products include the Dewy Drops serum foundation, the Wake Me Up Cream colour corrector, the Glow Bronzer and Glow Blush, and the Soft Melt peptide lip balm. The company's Bb-sticks have been described as a bestseller that, in the brand's own words, "sell out in hours every time we restock them" [7]. Its skincare line, CAIA Skin, is described by the company as dermatologically tested and developed together with dermatologists, toxicologists and biologists.

CAIA says a large majority of its products are vegan, reporting that 93 percent of its makeup is vegan while it works to reformulate the remainder toward a fully vegan range [3]. According to the company, its skincare, haircare, fragrance and makeup tools were developed to be vegan from the outset. It states that it opposes animal testing and has never taken part in it. For packaging, the primary container for its single eyeshadows is made from 100 percent recycled PET plastic, and the company says it uses FSC-certified paper for outbound logistics. Products are manufactured in facilities in France, Italy and Korea. No third-party ethical or vegan certifications are documented.

CAIA's Wake Me Up Cream colour corrector was named a winner at the Danish Beauty Awards in 2025 [4]. The brand and its co-founder have drawn press attention as an example of an influencer-founded, direct-to-consumer beauty business: Forbes profiled the company's growth in 2021, TechRound interviewed Ingrosso about its model, and WWD covered the brand's introduction to the United States [9].

CAIA Cosmetics is active and expanding. By 2026 the company reported availability in 30 markets and announced a retail partnership with the perfumery chain Douglas [5]. It opened its first flagship store on Biblioteksgatan in Stockholm in 2025 and a second flagship in Copenhagen in 2026. Its most recent recorded activity is the Copenhagen store opening in August 2026.