Sense of Youty

Sense of Youty is a Swedish beauty accessories brand and the house label of Youty AB, the Stockholm online-retail group that operates the Nordic web stores NordicFeel, Eleven and Blush [1][3]. Rather than skincare or makeup formulas, the range consists of practical beauty tools: makeup sponges, brushes, facial rollers, mirrors and similar accessories. The brand is active and is sold across its owner group's own e-commerce channels [1][2].

Its identity is tied directly to that parent group. In May 2022, Youty AB announced that it would gather its three online stores under a single new profile called "Youty," and the "Sense of Youty" name is drawn from that group brand [3]. No source records a separate founding year for the label itself, and the brand does not maintain an independent website or social presence of its own.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Sense of Youty belongs to Youty AB, a Stockholm-based company (organisation number 556746-8904) whose registered business is the online and mail-order retail of cosmetics and personal-care goods [4]. According to Swedish business registries, the same legal entity has traded under several names over time, moving from Nordic Web Trading AB to Nordic Feel Group AB and finally to Youty AB [5]. The group is best known for its consumer-facing beauty stores; Eleven, for instance, describes itself as part of the NordicFeel group [2].

The 2022 rebrand that produced the "Youty" name was reported by the Swedish retail-trade press. The company's stated reasoning was a wish to establish a distinct identity of its own, with coverage noting that running three separate store brands had become costly [3]. Sense of Youty emerged as a house brand within that consolidated structure.

The brand presents beauty as something uncomplicated and enjoyable. On the NordicFeel listing, it is described with the line that beauty "should be simple, fun and entirely on your terms," offering tools said to work in everyday routines [1]. Eleven's brand page frames the products as a way to make daily life a little easier and to help the user "shine from the inside out" [2]. The company also uses the English tagline "Be full of yourself, 'cause we are" [2].

The line centres on beauty tools and accessories rather than cosmetics. Listed items include a standard Makeup Sponge and a Velvet Makeup Sponge, a Kabuki Brush and a Powder Brush, a Dermaroller, a Blackhead Tool, facial cooling globes, an LED beauty mirror, a ring light, a silk pillowcase and a thermal bottle [1]. Product descriptions from retail listings characterise the Velvet Makeup Sponge as a soft, ergonomic sponge for applying powders and foundation, and the dermaroller as a microneedling tool intended to create microscopic openings in the skin's upper layers [6]. The assortment spans makeup tools, skincare tools, hair accessories and small wellness items.

Sense of Youty is active. As of 2026 it is stocked and sold across its owner group's Nordic retail channels, including NordicFeel and Eleven, and appears on price-comparison and resale platforms [1]. Its visibility is bound to those retailer channels; as a private-label accessories brand, it has no independent brand website, no dedicated social accounts and no significant independent press coverage.