Emma S.

Emma S. is a Swedish skincare brand based in Stockholm, founded by the former fashion model Emma Wiklund (née Sjöberg) together with a business partner named Nora. The company, registered as Emma S AB, develops and sells skincare built around the founder's own experience of maintaining her skin during an international modelling career. Editorial sources place its founding around the end of the 2000s, though they disagree on the exact year: a profile by Svensk Skincare dates the launch to 2009 [8], while an aggregated startup-story source gives 2010 [9]. The brand's own pages do not state a founding year.

The brand remains active. Its e-commerce site carries a current New Arrivals section, and it maintains live Instagram and TikTok accounts under the handle @emmasskincare.

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

Emma Wiklund was born in Stockholm and raised in Huskvarna, and rose to prominence as a fashion model in the late 1980s and 1990s. She appeared on covers of Vogue, Elle and Harper's Bazaar and walked runways for houses including Chanel, Dior, Versace and Lanvin [7]. According to the company, her interest in skincare developed during those years, when healthy skin was essential to the work.

After returning to Sweden, Wiklund found she could not buy the kind of product she wanted at home. "I really missed a skincare brand with safe and secure ingredients that was not too expensive," she recalled of the brand's beginnings [9]. She partnered with a businesswoman named Nora — identified only by first name on the company's site — to build a range with safe ingredients that a dermatologist could recommend. In an interview, Wiklund described taking about 18 months to find a manufacturer before the products reached market and were placed in the Åhléns department store, a moment she singled out as a milestone; the company grew to five employees in its early years [9].

Emma S. frames skincare as more than the products themselves. The company says "good skincare isn't just about products—it's also about finding the right routines," and positions its range around matching formulas to a person's skin type, age and concerns rather than selling a single cream. The brand describes more than 15 years of combined skincare experience behind its development work and says it is involved in every step, from selecting ingredients and packaging to the final formula.

According to Emma S., all of its products are vegan and free from harmful ingredients, and it states that it runs independent efficacy studies on its formulations and expects them to deliver visible results. The company says its formulas are unique to the brand and that it uses the recommended dose of each active ingredient for both effect and safety. Packaging choices follow the same logic: the brand favours dark bottles and airless pumps over jars, which it says protects active ingredients from light and oxygen.

The range spans cleansing, exfoliating, hydrating and anti-ageing formulations. Products named by the company include the Cell Renewal Day & Night Cream (previously branded "Ultimate"), the Ageless Night Cream, a Cleansing Facial Wash and an Exfoliating Enzyme Peel.

Its ingredient guide lists familiar skincare actives, among them hyaluronic acid, vitamin C, niacinamide, glycolic acid (AHA), salicylic acid (BHA), polyhydroxy acid (PHA) and peptides, alongside botanical extracts such as sea buckthorn, avocado and jojoba oils. The brand also references several named ingredient complexes — Eyeliss, Fucogel, Getania and StimulHyal — in its formulations.

The company manufactures its products in Sweden, which it says keeps production close to a largely Nordic customer base and reduces the need for transportation. It states that it works only with certified suppliers and that its manufacturing partners use renewable energy, and that it strives to make all of its plastics and cartons recyclable. No formal third-party certifications, such as Leaping Bunny or the Nordic Swan Ecolabel, are listed.

Beyond its products, the brand says it has supported breast-cancer causes through partnerships with the Swedish Cancer Society and the Breast Cancer Society, and that Wiklund serves as an ambassador for the latter.

The brand has been noted in coverage of Swedish skincare. A Svensk Skincare profile records recognition at the Elle Beauty Awards and the Swedish Beauty Awards, without detailing specific years or products [8]. Impact Hub Stockholm published a founder startup-story interview covering the brand's origin and early growth [9].

Emma S. is an active brand. Its Swedish storefront operates as a live transactional site with current product launches, and the company describes a largely Nordic customer base. Its Instagram and TikTok accounts remain active under @emmasskincare.