HOLLI

HOLLI is a Swedish beauty and wellness brand based in Stockholm that launched in September 2025 [8]. It sells a single category of product: kinesiology face tape, a fabric tape worn overnight that the company presents as a gentler alternative to elaborate skincare routines. The brand trades directly to consumers in Sweden, Finland and Denmark, and is owned by Holli Brands AB [5].

The brand is new and still narrow in scope, built around one hero product rather than a broad range. It remains active, with content published on its site as recently as January 2026.

HOLLI was created around the idea that skin is better served by simpler care than by long routines and heavy formulations. The company says it set out to offer "gentler, more thoughtful ways to care for your skin," and frames healthy skin as a matter of inner balance — sleep, hydration, movement and clean ingredients — rather than what is applied to the surface. Its central method is face taping, which the brand describes as a technique with roots in Japanese tradition.

The positioning sits within the "skinimalism" trend, the wider move toward pared-back skincare. HOLLI's tagline, "when wellness leads, beauty follows," restates that wellness-first stance, and the brand explicitly contrasts its approach with multi-step routines and chemical-heavy products. According to the company, its tape avoids so-called forever chemicals such as PFAS and hormone-disrupting fillers.

The brand's range centres on its Kinesiology Face Tape, sold both as a pre-cut kit and as a roll, with a bundle option. The tape is designed to be worn overnight.

HOLLI describes the tape as made from three materials: cotton for softness and breathability, spandex for elasticity so it moves with facial expressions, and a heat-activated adhesive supplied by Henkel that the company says is hypoallergenic and gentle on sensitive skin [4]. The brand states the tape is latex-free and made from dermatologically tested materials.

On its method page, the company lists claimed benefits including supporting circulation, reducing puffiness, easing muscle tension and softening fine lines, and explains these through improved blood flow and lymphatic drainage. HOLLI also states that the tape is CE-certified and registered in EUDAMED, the EU database for medical devices [3]. These are the brand's own descriptions of how the product works.

HOLLI is operated by Holli Brands AB, a Swedish limited company with organisation number 559538-1020, registered at an address in Bromma, part of Stockholm [5]. Orders are packed and shipped from Stockholm. The company sells through its own Shopify-based online store in Swedish, Danish and Finnish currencies, and lists retailers as a future collaboration channel rather than a current one.

HOLLI's packaging references a "Stockholm Beauty Award 2025" [1]. Cross-checking against the Swedish Beauty Awards, held during Stockholm Beauty Week, indicates that HOLLI was a nominee rather than a winner in the face tape / face-lift category; the 2025 winner in that category is recorded as Swedish Solution Mediwrink [11]. The brand does not appear among the Swedish Beauty Awards 2026 winners [12].

The brand is active. It launched in September 2025 [8] and has continued publishing editorial content on its site, with the most recent magazine post dated January 2026. Its founders are not publicly documented, which is common for an indie brand in its first year.