L'Acuila

L'Acuila is a Swedish skincare brand founded by the entertainer Pernilla Wahlgren and launched on 27 April 2022. Its products are developed and manufactured in the Dalarna region of central Sweden, and the brand positions itself around uncomplicated, customisable skincare adapted to Nordic conditions and to individual needs rather than fixed skin types. The line is sold directly through lacuila.se and, over time, through several Swedish retailers.

The name is a tribute to Wahlgren's Italian family roots. It echoes the central-Italian town of L'Aquila, from which an ancestor emigrated; the brand renders the name with a "c" (L'Acuila) rather than the Italian spelling, and some trade coverage has used the Italian form "L'Aquila" instead [10].

Wahlgren is a Swedish singer, actress and television performer, and the brand is built closely around her own routine and public profile. According to the company, the idea grew out of the demands of her work — frequent makeup, heavy travel, irregular sleep and dry aircraft cabins — which shaped a preference for gentle, low-irritation products. She has said skincare "should feel easy and fun, not difficult and complicated."

To build the range, Wahlgren partnered with Svenska Krämfabriken, a Swedish cosmetics developer and manufacturer based in Dalarna, and the brand describes the products as developed and made there. The company says that shipping directly from the factory and cutting out extra distributors lets it keep prices down — a point Wahlgren echoed at launch, describing the line as low-priced but of good quality. Development is reported to have taken close to two years before the public launch [8].

Accounts of the name's family connection vary. The brand's FAQ traces it to Wahlgren's great-great-grandfather, Gustavo Scenna, from L'Aquila [4], while her founder page and editorial coverage frame it as a tribute to her Italian grandmother and name her great-grandfather Gustavo as the emigrant [5][9]. A 2011 SVT genealogy programme had revealed Wahlgren's Italian ancestry on her father's side.

The brand launched in April 2022 with an initial set of eight products spanning cleansing, toner, serum, day and night creams, eye cream, a face mask and an SPF hand cream [11]. The range expanded quickly, reaching around 30 products across facial and body care during 2022, with fragrance and lifestyle lines signalled for later [8]. In its first year, nine L'Acuila products were nominated at the Stockholm Beauty Week Award [8].

The launch was widely noted in Swedish beauty media as part of a wave of celebrity-backed brands; coverage frequently compared it to Caia Cosmetics, the cosmetics company founded by Wahlgren's daughter Bianca Ingrosso [10]. The trade publication Market, reporting on the brand's first roughly ten-month trading period, noted multi-million-krona revenue alongside a small operating loss [10].

L'Acuila operates under the company SoMe SoYou Beauty AB, with Svenska Krämfabriken AB named as a parent or related company [7]. There is some inconsistency over the founding year: most editorial sources and the brand itself give the public launch as 2022, while the brand's LinkedIn profile lists a founding year of 2021 — likely the registration date of the underlying corporate entity rather than the brand's public debut [7].

L'Acuila's central idea is a "pick-and-mix" approach: rather than sorting products by skin type or age, it invites customers to choose by need and by season. The company frames this as "uncomplicated skincare adapted to your needs," with formulas meant to suit many skin types and to minimise reactions. Editorial coverage described the early range as gentle, easy-to-use skincare without unnecessary complexity, in minimalist, monochrome packaging.

The brand is pitched at an accessible price point and aimed broadly at Swedish consumers across ages. According to the company, products are formulated for varying weather conditions, reflecting an emphasis on Nordic climate.

The catalogue covers skincare, body care, hair care, fragrance and accessories, alongside ready-made routines and kits. Featured items have included the limited-edition fragrance Viva Libre EdT and a collection styled "The Luxury Escape."

L'Acuila states that all its products are vegan and cruelty-free, and that it does not test on animals or sell in markets that require such testing. According to the brand, its formulas contain no parabens, mineral oils, microplastics, nanoparticles or cyclic silicones [4], and products are described as dermatologically tested. The company does not lead with named active ingredients; no brand-level certifications were identified. It notes that the Dalarna manufacturing site holds ISO 9001 and ISO 14001 certification and runs on solar energy [4].

Beyond the 2022 Stockholm Beauty Week Award nominations, L'Acuila drew launch coverage across Swedish beauty and lifestyle outlets, including MåBra, Daisy Beauty, Femina and Metro Mode, with the trade publication Market reporting on its first-year results.

L'Acuila is active. As of mid-2026 its homepage shows current promotions and product launches, and the line is stocked through several Swedish retailers including Lyko, Kronans Apotek, Apotea, Apohem and Cocopanda, in addition to direct sales on lacuila.se. The brand's footprint is primarily Swedish.