Rebecca Stella Beauty

Rebecca Stella Beauty is a Swedish beauty brand founded in 2018 by the media personality Rebecca Stella and based in Stockholm [6]. It sells skincare, makeup and fragrance built around a message of self-confidence and individual expression. Since 2022 the brand has been owned by the Swedish beauty retailer Lyko, which acquired it in full and set out to rebrand it [6]. It remains active under Lyko, trading through its own website and shipping to Sweden and several other European markets.

The brand carries the stage name of its founder, a well-known Swedish singer, model, blogger and television host recorded on English Wikipedia as Rebecca Stella Simonsson [4]; the Swedish Wikipedia entry lists her married name as Rebecca Stella Dion, née Simonsson [5]. She is known in Sweden partly as a host of the reality series Paradise Hotel.

According to a Lyko press release, Rebecca Stella started her beauty and skincare brand in 2018 [6]. The brand's own account frames its beginning less around a date than around an idea: that genuine glow comes from within and is released through confidence, with the products serving only as "outer tools" to bring it out. The company describes itself as celebrating every kind of beauty and "owning your uniqueness with all its edges and extras," and positions the brand as a space to feel empowered rather than merely a product line.

The founder's public profile sits mainly in entertainment and fashion rather than cosmetics. Her English Wikipedia biography, which centres on her music, television and two fashion collections, does not mention the beauty brand at all [4]; the brand's identity rests on its own site and on the retailer that now owns it.

Lyko announced on 30 June 2022 that it had agreed to acquire the entire Rebecca Stella Beauty brand, with the takeover completed at the end of September that year; the purchase price was not disclosed [6]. In the announcement, Rebecca Stella described the plan as taking the brand "to the next level" and rebranding it together with Lyko's team, while Lyko's chief executive, Rickard Lyko, pointed to developing new products and scaling the brand through the company's infrastructure [6]. The brand is operated through Valley Beauty Brands AB, a Lyko-related entity registered in Stockholm. Within the Lyko group it sits alongside Make Up Store as a sister brand.

Rebecca Stella Beauty presents itself around self-empowerment and individuality. Its stated mission is, in the company's words, "enhancing you and releasing your inner glow," and its tagline holds that "daily beauty isn't just looks; it's a power move to express yourself." The brand describes its world as "lit with warmth and fueled by passion, a safe place to adore yourself, find peers, and get empowered," leaning on community and self-expression as much as on the products themselves.

The range spans skincare — face masks, cleansers, toners, serums and face creams — alongside makeup such as mascara, lip liners, lip gloss, primer, bronzer and setting spray, plus self-tan, fragrance and brushes. Swedish Wikipedia summarises the line as perfume, lip pencils and hydration products [5]. The brand markets itself as vegan, though its own FAQ qualifies this: the hydration products are described as fully vegan while the lip pencils are not [3]. The company states that none of its products or their ingredients are tested on animals [3].

Manufacturing is spread across Europe. According to the brand, its hydration products are made in Sweden, its perfumes in France and its lip pencils in Poland [3]. Beyond the vegan and cruelty-free positioning, no third-party certifications or proprietary technologies are documented.

The brand is best described as acquired: founder-led at its 2018 launch, it was bought in full by Lyko in 2022 and folded into the retailer's portfolio [6]. It continues to trade under Lyko ownership, selling through its own website and shipping within Sweden and to Finland, Denmark, Germany, Austria, the Netherlands and Poland.