Lenoites

Lenoites is a Swedish beauty brand founded in April 2021 by Laila Högfeldt and based in Borås [2]. It began as a direct-to-consumer label built around an eyelash serum and has since grown into a small range spanning makeup, hair care and silk beauty-sleep accessories. The brand positions itself in the "quiet luxury" space — a calm, minimal aesthetic paired with prostaglandin-free lash formulas — and is actively trading, with editorial coverage continuing into 2026 [3].

Lenoites was created by Laila Högfeldt, who came to beauty by an unusual route. She holds a master's degree in business administration from the University of Borås and worked as an auditor, including at the Swedish Tax Agency, before pivoting to social media in 2017. She had earlier run one of Sweden's most-read beauty and lifestyle blogs between 2008 and 2012, and built a following across Instagram, TikTok and YouTube totalling more than 200,000 people.

The company launched in April 2021, and according to the founder its first product grew directly out of that audience: "I developed the product based on my followers' wishes, resulting in an eyelash serum that is now one of Sweden's bestsellers" [7]. Högfeldt is listed as founder and chief executive, running the business with her husband Henrik.

The brand started as an online-only operation. In its first eight months it generated close to one million Swedish kronor in revenue, primarily through its own website [5]. Soon after launch it secured distribution with two major Swedish retailers, Lyko and Meds, marking its move from a direct-to-consumer model toward wider multi-channel retail [5]. It later added the discount beauty retailer Cocopanda and, per the founder, set out to expand into parts of Europe — particularly Germany and Denmark — alongside shipping to the United Kingdom and the United States [7].

Lenoites frames beauty as an extension of wellbeing rather than appearance alone. The company describes its outlook as the idea that "true beauty begins with wellness and self-care," and states a mission to "make luxury beauty accessible without compromising quality." Its tagline is "Hello Beautiful Yes, You."

Editorially, the brand has been characterised as part of a "quiet luxury" movement: the FizzyMag spotlight described its approach as "fewer products, cleaner ingredients, and results that speak without the theatrics" [6]. Its products have ranged from roughly $30 to $111; the same coverage framed this as "everyday luxury" without prestige pricing, a positioning that sits between mainstream and high-end.

The brand's signature product is its Eyelash Activating Serum, described by the founder as one of Sweden's bestselling lash serums. According to the company, the serum is built from 15 natural ingredients — among them biotin, panthenol and peptides — and is formulated without prostaglandin analogues, the class of compounds found in some lash treatments and associated with side effects [7]. Avoiding prostaglandins is a recurring point in how the range is presented, aimed at customers wary of lash-serum irritation.

Beyond lashes, the line has grown to include makeup such as a setting spray and bronzer, hair tools, and a "beauty sleep" category. The latter uses mulberry silk in items including a Mulberry Silk Sleeping Cap and Heatless Curl Rods, alongside silk sleep masks and pillowcases. Other products noted in editorial coverage include the PowerLash Growth Serum Mascara and a wild boar hair brush [6].

Sources differ slightly on how broadly to define the catalogue. The brand's own site groups its range under makeup, hair and beauty-sleep accessories [1]; a profile by the consultancy Consid additionally lists skincare and non-beauty accessories such as jewellery and kimonos [7].

Lenoites makes several environmental claims about its packaging. It says it uses aluminium for the primary packaging of items such as its mascara, eyelash serum and lip balm to reduce plastic waste, and describes its outer packaging as 100% recyclable and made from FSC-certified materials sourced from responsibly managed forests [2]. The company also publishes home-recycling guidance for separating packaging components. On its product claims, the brand states that all of its products are vegan and not tested on animals, and that they are free from parabens and mineral oils [3].

The brand's lash and silk products have appeared in beauty press. Vogue Scandinavia featured the Eyelash Growth Serum as a recommendation for longer, fuller lashes, ELLE Germany covered the PowerLash mascara, and GRAZIA Beauty highlighted the Mulberry Sleep Mask. In 2026 the brand was the subject of a FizzyMag spotlight titled "The Rise Of Lenoites: Sweden's Quiet Luxury Beauty Brand" [6].

Lenoites is active. It continues to trade through its own website and third-party retailers, and editorial coverage of its products — including an April 2026 feature on its setting spray — extends into 2026 [4]. The brand remains founder-led and independent; no parent company, acquisition or outside ownership is on record.