Meira

Meira is a Swedish fragrance brand founded in 2026 and based in Stockholm. It was created by the Swedish-Afghan singer Meira Omar together with her husband, Oskar Nordstrand, and operates under the company Meira Beauty AB [1]. The brand launched with a single product, the Hush Hush Eau de Parfum, sold exclusively through the Swedish beauty retailer Lyko [7].

As of mid-2026 the brand is active and very new, with one fragrance on the market and its presence built largely around its founder's public profile.

Meira was started by Meira Omar, an Afghan-born Swedish singer born on 17 June 1993 in Kabul [3]. According to her Wikipedia entry, her mother is from Russia and her father from Afghanistan, and she lived in India for five years before being raised in Sweden [3]. She became publicly known through music and television: she competed in Sweden's Melodifestivalen in 2025 and 2026, and in 2024 appeared on the Netflix series Love Is Blind: Sweden, where she met and married Oskar Nordstrand [3].

Nordstrand co-founded the brand with Omar. In comments to the Swedish e-commerce publication Ehandel.se, the founders said the two had worked on the debut launch for a long time and that beginning the venture alongside Lyko felt natural [7].

The brand's first fragrance, Hush Hush, takes its name from Omar's 2025 single of the same title, which she performed in Melodifestivalen that year and which reached number three on the Swedish singles chart [4].

Meira's debut and, at launch, only product is the Hush Hush Eau de Parfum, sold in a 50 ml bottle. The company describes it as a warm gourmand scent built around "two worlds colliding," where Nordic accords meet warmer, spicier notes. Its composition is structured as saffron, bergamot and cardamom at the top; cedarwood, amber and guaiacwood at the heart; and vanilla, toffee and oakmoss in the base. Lyko classifies it within the soft amber fragrance family.

The fragrance is marketed as vegan and made in Stockholm [1]. Beyond the vegan claim, the brand and its retail listing state no third-party certifications.

Meira presents itself under the tagline "Heritage Reimagined" and frames Hush Hush as a meeting of two cultural worlds, pairing Nordic freshness with warm, spicy elegance [1]. The brand's website, a single-page launch site, does not spell out the heritage it refers to beyond the fragrance itself; Omar's own background is Afghan-born and Swedish-raised [3]. The fragrance sits in a prestige price tier and is positioned as a personal "signature scent."

The brand is owned by Meira Beauty AB, a Swedish limited company [1]. It launched through an exclusive partnership with Lyko, under which the retailer holds sole sales rights for Meira products. According to Ehandel.se, the arrangement divides responsibilities: Omar and Nordstrand focus on brand-building and marketing, while Lyko handles e-commerce, technology, payments and logistics, with the brand's own website serving mainly to direct visitors to Lyko [7].

Meira is active. Its most recent visible activity is the brand's own launch around May 2026, marked by an event at Lyko's store on Drottninggatan in Stockholm at which Omar performed live [7]. The brand remains a single-product, single-channel operation centred in Sweden.