Izel Beauty

Izel Beauty is a Swedish haircare brand founded by the twin sisters Iza and Elle Cryssanthander, two social-media creators who built the line around their own hair routines [1][5]. The company presents itself less as a product range than as a "movement," and frames simple, effective haircare as something open to every hair type. Its products are developed and produced in Sweden, in what the company describes as a solar-powered factory [6].

The brand does not publicly state a founding year on its own site or through its retail partners, and no independent source records one. Circumstantial signals point to a recent launch, but Izel Beauty itself has not dated its origin.

Izel Beauty grew directly out of its founders' online presence. Iza and Elle Cryssanthander are identical twin sisters from Sweden who built a large following by sharing personal hair journeys, routines and everyday beauty content. According to the brand, the pair have gathered close to seven million followers on TikTok and over a million on Instagram, an audience the company credits with seeding the line [5].

The founders describe the brand as the product of a gap they felt as consumers: modern, effective haircare they could not find for themselves. Izel frames the result as a way to fold haircare into a wider self-care routine, and positions the sisters as figures associated with the pared-back "clean girl" aesthetic [5]. The company name itself blends the two founders' names, Iza and Elle.

In its own words, Izel aims to be "more than just a haircare brand," describing itself as a community "rooted in kindness, positive energy, and a genuine desire to welcome everyone" [6]. The stated goal is an inclusive community in which customers feel "seen, heard, and empowered to shine—inside and out" [5]. Recurring themes in the brand's messaging include natural shine, confidence and accessibility across hair types, summarised in the taglines "A Fresh Movement in Haircare" and "A World of Natural Shine."

The Nordic beauty retailer Lyko, which stocks the line, describes the products as "expertly crafted" formulations meant to "nourish, soften, and celebrate the natural beauty of every hair type," echoing the brand's own emphasis on results achievable at home [8].

Izel Beauty's range is built entirely around haircare, organised into a handful of lines: Shine & Repair, Pure Hydration, Prep & Style, Ultimate Treatments, and Hair & Body Mists, alongside kits and gift sets. Individual products include the Shine & Repair Shampoo, the Hair Perfecting Shine Serum, the Gloss Shield Heat Protection Spray, scented Hair & Body Mists such as White Jasmine, and the Ultimate Treatment Reviving Night Cure.

The company states that its formulas are 100% vegan and cruelty free, and that the products are made in Sweden [6]. Beyond these claims, Izel does not publicly detail hero ingredients, proprietary technologies or third-party certifications.

Izel ties its production to environmental claims, saying its haircare is "developed and produced right here in Sweden in our state of the art solar powered factory" [6]. The brand characterises the site as an environmentally friendly production facility. It does not publish further sustainability documentation or formal certifications.

Izel Beauty is active. It operates a direct-to-consumer online store carrying its current range and is also stocked by third-party beauty retailers. The brand and its founders remain visible through their large social-media presence, on which much of the line's reach depends.