Nathalie Berzelius Stockholm

Nathalie Berzelius Stockholm is a Swedish makeup brand founded in 2020 by the makeup artist Nathalie Berzelius together with creative director Magnus Ahlberg [7]. Based in Stockholm, the brand grew out of Berzelius's long career as a celebrity makeup artist and launched with a single curated palette rather than a broad product range. It specialises exclusively in colour makeup.

The brand presents itself as the personal product line of a working makeup artist — a small, edited selection of the items Berzelius uses on clients. Its debut collection, The Riviera Box, draws on 1960s French Riviera glamour, and the line remains active, sold through Swedish and Danish retailers as well as the company's own website.

Nathalie Berzelius had worked as a makeup and hair artist for more than 25 years before launching the brand, building a clientele that included television personalities, models and red-carpet figures. According to the Lyko retailer listing, she became known in the industry as "the queen of glow" for the luminous finishes in her work. She established her independent makeup business in 2008 and launched an Instagram account in 2011, which she has credited as a key driver of her client growth.

The brand itself emerged from a recurring request. Berzelius has said clients kept asking her to shop for the products she used on them, which prompted the idea of assembling her go-to favourites into one palette. "I got tired of many customers asking 'can't you go buy these things downtown for me'," she told Svensk Damtidning [7]. She developed the brand with creative director Magnus Ahlberg, who is credited with the concept of the debut box [3]. Apohem, one of the launch retailers, describes the makeup as developed by Berzelius herself in collaboration with what it calls one of the world's most exclusive makeup manufacturers [3].

The brand's first and central product is The Riviera Box, a palette built around neutral, numbered shades. Sources differ on its exact contents. Skönhetsredaktörerna and Svensk Damtidning describe it as seven eyeshadows, two blushes, one bronzer, one powder and one highlighter [6]; the beauty site Daisy Beauty instead counted eight eyeshadows and four blushes or finishing products, a discrepancy that probably reflects different ways of counting the multi-use and lip items [4]. A notable design choice, highlighted by reviewers, is that the shadows are numbered rather than given fantasy names. The launch line also included a Lip Gloss Peach and a Lip Pen Peach.

The palette was inspired by 1960s French Riviera and Hollywood glamour, with Berzelius citing actresses such as Sophia Loren, Ursula Andress, Brigitte Bardot and Grace Kelly as references [8]. The company says quality was the priority in development: "Every product I've released has been thoroughly refined, adjusted and tested. There's intention behind every shade" [8]. Berzelius has framed the aim as flattering but recognisable makeup — "My goal is always to make people look beautiful but I also want them to recognize themselves" [5] — and describes the palette's tones as sober and sophisticated, intended to suit a range of skin tones.

Berzelius's path to launching the brand spanned more than a decade of professional work. After establishing her own business in 2008 and building a following from 2011, she did the makeup for Princess Madeleine of Sweden on a 2019 cover of Mama magazine [7]. Her wider career has included work with the Swedish singer Marie Serneholt and the actor Sir Anthony Hopkins [8].

The brand launched at the end of 2020. Accounts of the precise timing differ slightly: Svensk Damtidning dates The Riviera Box to late November 2020 [7], while Skönhetsredaktörerna's launch coverage is dated December 2020 [6]; the discrepancy appears to stem from one source citing the release and the other its own publication date. The product was introduced to the Swedish market in part through the retailer Apohem.

The brand remains active. Its most recent clearly dated public activity in the available sources is an Instagram post from 2024 promoting seasonal shades [10], and as of the research date the line was carried by several Nordic retailers, including Lyko and Apohem in Sweden and Lykoshop in Denmark, alongside the company's own website. At the time of research the Swedish Lyko page showed no items in stock, though the brand continued to be listed elsewhere.