EDO Sthlm

EDO Sthlm is a Swedish men's beauty brand based in Stockholm, founded in 2022 by the artist Danny Saucedo and the clothing designer Johan Lundell [9]. It makes skincare, haircare, body care, beard care and a small makeup range aimed specifically at men, built around locally sourced Nordic ingredients and Swedish production. The brand positions itself as a counter to the conventional separation of grooming from masculinity, summarised in its own founding line: "Beauty and masculinity are rarely heard in the same sentence, and that is the main reason we started EDO."

Less than six months after launch, EDO won the men's product category at the Swedish Beauty Awards 2023, an early piece of industry recognition for a brand still in its first year [9][11].

The brand was created by two founders from outside the conventional cosmetics industry. Danny Saucedo is a Swedish artist and Eurovision Song Contest participant; Johan Lundell runs the sustainable clothing label Blankdays. According to Saucedo, the idea grew out of his own experience wearing makeup for performances and television, which convinced him that everyday grooming could be made simpler and more accessible for men who had never used such products. He has framed the project as an attempt to "take the shame out of vanity and self-care for men."

The name works on several levels. The company says EDO stands for "Every Day Operations," while also nodding to the founders' surnames and to the historical Edo period of Tokyo, the source of the Japanese minimalism and precision the brand cites as a design influence [10]. The Stockholm location is carried in the name itself: "Sthlm" is the common Swedish abbreviation for the city.

EDO launched its direct-to-consumer e-commerce site in late 2022 with an initial range of around 20 products [9]. In November of the same year, Saucedo and Lundell opened a physical store in Victoriapassagen in Gothenburg, shared with Lundell's clothing brand Blankdays [10].

In April 2023, the brand's "Beam Me Up" face oil was named "Årets Herrprodukt" (Male Product of the Year) at the Swedish Beauty Awards. The jury described the winner as unisex and well-timed, singling out its packaging and formulation [11]. The branding agency Lynxeye, which developed EDO's visual identity, has noted that the brand reached award-winning status in under six months from launch [9].

EDO describes itself as a Swedish beauty brand for men focused on sustainability, local production, minimalism and perfectionism. Its stated aim is to challenge contemporary definitions of masculinity and to make grooming approachable for men without prior experience of skincare. The company emphasises simple, repeatable routines over large product line-ups, and a design language deliberately distanced from the darker, more aggressive styling common in men's grooming.

That visual approach was shaped with Lynxeye, which developed a gender-neutral identity that avoided traditionally masculine colours and symbolism and instead foregrounded the products' ingredients and benefits. The agency and the founders describe the result as unisex rather than narrowly male, a framing echoed by the Swedish Beauty Awards jury.

The range spans face care, hair care, body care, beard care and a limited makeup selection, alongside curated routines and kits. Listed bestsellers include the Eye Brow and Beard Pen, a face oil, a deodorant, hair wax, and a combined toner and aftershave. The brand publishes a simple three-step routine — a toner and aftershave, an eye serum, and a face cream — as an entry point for new users.

Formulations centre on Nordic ingredients. According to the company, the base formula uses Swedish oat oil and Finnish hemp seed oil, with other products drawing on cloudberry, blueberry, tomato, carrot and rapeseed oil. EDO states that its products are vegan and that 96–100% of their contents are natural [10].

A distinguishing feature is the packaging. EDO uses a hexagonal container, described as referencing the building blocks of nature, made from fibrolon — a wood fibre-based composite — in partnership with the Swedish manufacturer Prototal [9]. The brand says its bottles are made from recycled plastic and that its outer packaging is biodegradable enough to be composted.

Sustainability is presented as central to the brand rather than an add-on. EDO sources ingredients locally where possible, manufactures most of its products in Borlänge, Sweden, and produces packaging in Götene and Jönköping. The company acknowledges that some products are currently made in Italy and states a goal of eventually bringing all production to Sweden. It also cites short transport distances and carbon-neutral shipping among its commitments. As of mid-2026 the brand listed no third-party sustainability certifications.

EDO's principal external recognition is the 2023 Swedish Beauty Awards win for its "Beam Me Up" face oil in the men's product category, announced by the Swedish cosmetics and hygiene industry body KoHF [11]. The brand's founding and launch were also covered in a 2022 press release tied to its Gothenburg store opening, and its identity and early trajectory are documented in the Lynxeye case study.

EDO Sthlm is an active brand. Its website remained operational and commercially active into 2026, with ongoing promotions and multi-channel distribution. In Sweden it is sold through the pharmacy chain Apoteket — online and, by its own account, in more than 60 stores — as well as the beauty retailer Lyko and other specialty outlets, with a presence in Norway via the online retailer Blivakker. Direct-to-consumer sales ship internationally. It remains a small Nordic indie brand with a focused regional footprint rather than a global presence.