MAÎSE Cosmetics

MAÎSE Cosmetics is a Swedish makeup brand founded in 2023 by the singer and television presenter Marie Serneholt, developed in partnership with the Stockholm distributor Letsfaceit Nordic AB [1]. The brand is built around the idea of "glow" — luminous, light-reflecting complexion makeup — and sells a vegan range of highlighters, bronzers, setting sprays and balms through pharmacies and beauty retailers across the Nordic countries.

The brand remains active and is stocked by major Swedish chains such as Apotek Hjärtat, Apohem, Apotea and Lyko. Its own direct-to-consumer domain, maisecosmetics.com, has since lapsed and now redirects to an unrelated site; brand information instead lives on the Letsfaceit Nordic distributor pages and on retailer listings.

Marie Eleonor Serneholt was born on 11 July 1983 in Stockholm. She first became known as a member of the Swedish pop group A*Teens, which she joined in 1998; the group's debut album, an ABBA tribute, sold around two million copies before the act disbanded in 2004 and reunited in 2024 [13]. Serneholt also has an earlier link to the beauty industry: in 2005 she was chosen as the face of Maybelline in Scandinavia [13], roughly eighteen years before launching a brand of her own.

According to the company, MAÎSE grew out of Serneholt's longstanding interest in luminous skin [5]. In launch coverage she framed the brand around a personal view that beauty "comes from within," paired with an emphasis on self-care. The name is stylised with a circumflex as MAÎSE Cosmetics; some retailer listings give it without the accent simply as "MAISE."

MAÎSE is part of the brand portfolio of Letsfaceit Nordic AB, a Stockholm-based company founded in 1995 by the brothers Göran, Per and Peter Agardh, which began by distributing the American toothpaste brand Natural White. Letsfaceit both imports established names — among them Wet n Wild, Real Techniques and Physicians Formula — and develops its own Nordic beauty brands. The company points to IDUN Minerals and Ida Warg Beauty as earlier in-house brands that grew large enough to operate as separate sister companies. Within the current portfolio, MAÎSE sits alongside other co-developed labels including Gynning Beauty.

The brand positions itself around glow and a "WOW factor" intended for both everyday and festive use, with the tagline "You are amazing" and the mission, in the company's words, of making "amazing products for amazing people" [3]. Letsfaceit describes the range as trend-led, high-quality products at affordable prices, and states that the products are "100% vegan" and made in "some of the world's top beauty factories" with carefully selected ingredients [1][3]. Specific manufacturing sites are not disclosed.

MAÎSE launched in 2023 with a small complexion-focused range of three products: the Amazing Glow Setting Spray, the Bronzer in the shade Notte Bronze, and a highlighter offered in Luna Glow and Stella Glow [4]. The bronzer was presented as dual-use, also suitable as an eyeshadow, and the highlighter as a soft formula with light-reflecting pigments.

The line expanded after launch. Retailer listings record a second, lighter bronzer shade (Alba Bronze), a Multi Glow Balm in cream-stick format (Cocco and Bronzi), and a bronze variant of the setting spray. Listings at Nordicfeel also mention foundation, concealer and lip products, indicating an assortment that has grown beyond the original three items, though the wider range is not confirmed at every retailer.

In 2024 the Amazing Glow Setting Spray won "Bästa Glow" (Best Glow) at the Beauty Oscar awards run by Skönhetsredaktörerna, a Swedish collective of beauty editors. The jury described it as a product that lifts the mood and praised its durability and "high desirability factor" [11]. The launch was also covered by retailer and editorial outlets including Apohem and Lyko's magazine in 2023.

The brand's launch range drew a notable third-party critique. In an April 2023 review, Daisy Beauty writer Kajsa Linnea criticised the limited shade inclusivity of the bronzers, arguing that releasing only two bronze shades with subtle undertone differences in 2023 was not enough and calling the selection outdated [12]. The same review praised the formulas themselves as blendable and buildable. The brand later added the lighter Alba Bronze shade.

MAÎSE Cosmetics is active. As of mid-2026 it was still listed across major Nordic retailers including Apohem, Apotea, Apotek Hjärtat, Lyko and Nordicfeel, with an assortment that has expanded since launch [11]. Its most recent widely documented milestone is the 2024 Beauty Oscar win. The brand's own direct-to-consumer domain has lapsed and now points to an unrelated website, leaving distribution to pharmacy and retail channels — consistent with Letsfaceit's broader practice of routing sales through retailers rather than a standalone webshop.