LH Cosmetics

LH Cosmetics is a Swedish makeup brand founded by Linda Hallberg, a make-up artist who has worked in the industry since 2007 [7]. Based in Sweden and rooted in Stockholm, where Hallberg first trained, the brand is built around multi-use colour products and the idea that makeup is a form of creative play rather than a set of fixed rules. It began under the name Linda Hallberg Cosmetics before shortening to LH Cosmetics. The company remains active, with ongoing product development and stated plans for US retail expansion reported in late 2024 [6].

The brand's own pages do not state a founding year, but editorial coverage places the launch around 2016, when Hallberg introduced the line — initially in collaboration with the webshop Bangerhead — before it became an independent company [6]. Vogue Scandinavia has described Hallberg as "an acclaimed Swedish make-up artist, founder of the award-winning brand LH Cosmetics" [5].

Hallberg has said the brand grew out of personal experience. As a young aspiring artist she moved to Stockholm to study makeup, living in a caravan to afford the training [1]. Working with limited resources pushed her to use products across her face and body rather than in their conventional roles, an approach the company credits as the direct spark for its multi-use concept [1]. She has spent more than 15 years in the makeup industry and, according to the trade publication The Tease, founded the line roughly eight years before a December 2024 interview — placing the start around 2016 [6]. The brand originated as a collaboration with the webshop Bangerhead before becoming independent [6].

Hallberg is the brand's creative director and leads product development, while Jenni Österlund serves as chief executive. As a make-up artist and content creator she has built an audience of more than one million social-media followers, which she has used to promote the line's products [2].

The brand frames makeup as colour to be played with rather than a rulebook to follow. On its own pages the company states that "makeup shouldn't be limited by rules or traditions – it's color, meant to be played with," and sets out a mission to develop multi-use products that let customers create looks without limitations [1]. Hallberg has put the same idea more bluntly in interviews: "For me, makeup is art and art has no rules" [6].

Inclusivity is presented as a founding motivation. Speaking to FacesMag, Hallberg said she "wanted to create a brand for everyone, for those who didn't conform to the 'norm'," describing a space "where there are no rules and where everyone is welcome and included" [7]. The homepage carries the tagline "Multi-use makeup for creativity without rules."

LH Cosmetics concentrates on colour cosmetics across face, eye and lip categories, alongside brushes, tools and kits. Multi-use formulas are central to the range: the Crayon is marketed as a single product for lips, eyes, brows, cheeks and body, and the Fantastick is described as a hydrating, SPF15 stick for both lips and cheeks. The Infinity Palette, an eight-colour set, is cited as the first product the brand launched and remains tied to its bold-colour identity [6]. Other named products include the Infinity Filter and the Aurora Palette.

According to the company, all products are vegan and never tested on animals [1]. The available sources do not cite any third-party certification behind these claims.

LH Cosmetics is active. As of late 2024, the company was reported to be developing new products and pursuing expansion into US physical retail, having grown from a webshop collaboration into an independent business [6]. It operates a direct-to-consumer website that sells across the Nordic region and lists open positions for hiring, and it maintains active social channels under the handle @lhcosmetics.