Gynning Beauty

Gynning Beauty is a Swedish makeup brand founded in 2023 by the artist and television personality Carolina Gynning [5]. It is built and distributed by Letsfaceit Nordic AB, a Stockholm-based beauty company that develops and incubates its own brands alongside distributing international ones [2]. The range centres on lip products and other colour cosmetics, sold across the Nordic countries through pharmacies and department stores at affordable prices.

The brand is named after its founder and carries her aesthetic of bold, colourful portraits. Its motto, printed on the brand page, is "Follow your soul, it knows the way, Love C" [1]. The company says it aims to deliver effective, high-quality products made with carefully selected ingredients while keeping prices accessible.

Carolina Gynning is a Swedish artist, author and media personality who first reached a national audience as the winner of Big Brother Sweden in 2004 [6]. The daughter of the artist Agneta Gynning, she went on to work as a television presenter, exhibit her paintings and run several creative ventures before turning to cosmetics. An earlier brush with the beauty industry came in 2009, when a fragrance she developed during a television project was released.

To launch a makeup line of her own, Gynning partnered with Letsfaceit Nordic AB, which the Swedish magazine Femina described as the experienced company behind Ida Warg Beauty and IDUN Minerals [7]. In Femina's pre-launch coverage she framed the project around her attachment to lip colour, saying she cannot live without colour on her lips and that adding it makes the whole face light up. Fittingly, the first product was a lip gloss.

The exact launch date is recorded slightly differently across sources. Femina's announcement, published before release, stated that when the line would arrive was "not yet clear" [7]; the pharmacy retailer Apohem later gives 2023 as the founding year [5], and the brand was demonstrably shipping through major Swedish retailers by mid-2024.

Gynning Beauty belongs to the portfolio of Letsfaceit Nordic AB, which is headquartered on Drottninggatan in Stockholm [2]. The company was founded in 1995 by the brothers Göran, Per and Peter Agardh and began by distributing an American toothpaste brand before expanding into beauty across the Nordic region. It both distributes international labels and develops in-house brands; IDUN Minerals and Ida Warg Beauty were among its earlier ventures, later spun off as sister companies [2]. Within its current stable, Gynning Beauty sits alongside other own brands including MAÎSE Cosmetics.

The brand page identifies the parent as the Swedish entity Letsfaceit Nordic AB [2]. A separate Norwegian entity, Letsfaceit Nordic AS, has been referenced in internal records; its relationship to the Swedish company is not confirmed in the available sources.

According to Gynning Beauty, the goal is to combine effective, high-quality formulas and carefully chosen ingredients with prices most shoppers can afford. Apohem summarises the line as a brand that "exudes luxury and glamour" while remaining accessibly priced. The visual identity draws directly on Gynning's work as a painter, using vivid colour and personal imagery rather than a clinical or minimalist look.

The assortment is led by lip products and a small set of other colour cosmetics, including the Lip Shine Balm, the Shiny Plumping Lip Gloss, the Big Bold Extension Mascara, the Flirty Lip Pencil and the Prime Time Glow Primer. Shade names lean playful, with options such as Chic Boho, Bohemia and Glossy Bossy. Two products, the Lip Shine Balm and the Shiny Plumping Lip Gloss, are described as containing hyaluronic acid for moisture and vitamin E [8].

The company states that its products are manufactured in what it calls Europe's leading cosmetics factories, without naming a specific country [5]. No vegan or cruelty-free certifications were found across the brand and retailer pages reviewed, and the brand has not published a dedicated ingredients or science page.

The launch was covered by the Swedish magazine Femina, which interviewed Gynning about her makeup ambitions ahead of release [7]. In 2024 the beauty publication Daisy Beauty reviewed the Shiny Plumping Lip Gloss in the shade Chic Boho, rating it four out of five and noting that the reviewer had not expected such quality from what it called a "celebrity brand" [8].

Gynning Beauty is an active brand. Its most recent clearly dated activity in the available sources is the August 2024 Daisy Beauty review, by which point it was shipping through major Swedish retailers such as Åhléns, Apotea, Lyko, Apohem and Eleven [8]. The brand and retailer pages were current when the sources were gathered. Distribution is Nordic in scope rather than global.