Lips of Sweden

Lips of Sweden is a Swedish micro-brand that makes a single core product: a natural lip balm sold in a metal tube and marketed as something to match with an outfit rather than hide in a pocket. The company is based in Sollebrunn in western Sweden and operates as a small direct-to-consumer business, shipping its balms within the country.

The brand's timeline is unusual for how long it took to reach the market. The idea is dated to 2007, but the product did not launch until roughly fifteen years later, and the limited company behind it, Lips of Sweden AB, was not registered until 2022 [5][6].

According to the company, the idea behind Lips of Sweden began "a long time ago" out of a sense that the market lacked a lip balm that was both attractive and natural — one that could be matched with an outfit, favourite accessories or interior decor and suited any occasion. The founders objected to two things in particular: that many lip balms relied on petroleum-based ingredients, and that they tended to come in plain plastic tubes. Their answer was an aluminium tube filled with what the brand describes as 100% natural ingredients, enriched with vitamins.

The exact founding year is recorded differently across sources. A 2022 review by the Swedish beauty site Daisy Beauty states that the company "started in 2007" and "took fifteen years to become reality" [5]. The Swedish business registry, by contrast, records the legal entity Lips of Sweden AB as registered on 11 April 2022 [6]. The two are consistent if 2007 is read as the year the idea was conceived and 2022 as the year the company was formally established and the product reached buyers. The brand's own account does not give a specific year, describing only a long gestation.

Lips of Sweden AB is registered in Sollebrunn and, according to the Swedish business registry, sits within a small group whose parent company is Produkta Sverige AB [6]. The registry lists the business as a single-employee operation with modest reported turnover, placing it firmly in the micro-indie category.

The brand's stated position is that lip balm "should be stylish and natural." It frames the product partly as a design object — the Gold Design and Silver Design versions differ in the colour of the lettering on the tube — and partly as a functional skincare item adapted to the Nordic climate and intended for year-round use. The tagline used on its site is "Naturligt Vackra Läppar" (Naturally Beautiful Lips). The company has said its longer-term aim is to design more balms and develop further lip-care products.

The range centres on the Swedish-made lip balm, offered in the Gold and Silver designs and in multi-packs sold as Lips Kits. The formula is built around natural waxes and oils — beeswax, carnauba wax, candelilla wax and castor oil — combined with squalane derived from olives and the chamomile-derived soothing agent bisabolol. It is also enriched with vitamins B5 (panthenol), C and E. Because the balm contains beeswax, it is not a vegan product; the brand makes no vegan or cruelty-free claim.

Sustainability is part of the brand's pitch. Lips of Sweden contrasts its product with balms that use petroleum-based ingredients in plastic packaging, and says it chose an aluminium tube filled with natural ingredients as an alternative. The company states that the balms are manufactured in Sweden, which it links both to quality control and to a formula suited to the Nordic climate.

In November 2022, Daisy Beauty published a review of the lip balm and rated it 4.5 out of 5 [5]. The reviewer praised its Swedish manufacture and noted that the balm kept lips soft for a surprisingly long time, while criticising its firm texture and the plain black tube as low on initial appeal. The review also observed that the all-metal packaging is recyclable and that the inclusion of beeswax supports pollinators.

The brand is active. The webshop is operational, selling directly to customers and shipping within Sweden, and the company reported turnover for the 2024 financial year [6]. Its distribution remains single-country, with no evidence of sales beyond the Swedish market.