Slayer Beauty

Slayer Beauty is a makeup brand created by the Norwegian model and influencer Emma Ellingsen. It launched in November 2022 with a small range built around lip products and eyeshadow, and it has no standalone website — its brand presence lives on the Swedish retailer Lyko and on Instagram. The line has since contracted to a handful of lip products, and no new launches have surfaced since its debut, so the brand is best described as dormant.

The brand's country of origin is recorded differently across sources. It is attributed here to Norway, following the founder's nationality: Emma Ellingsen is Norwegian, born in Tønsberg, and the launch was announced as a Norwegian creator project [5]. Because Lyko is a Swedish retailer that hosts the brand on its Swedish and English storefronts, some retailer listings present it in a Swedish context [1], but this reflects the sales channel rather than the brand's own base.

According to Lyko's brand page, Slayer Beauty grew out of a simple recurring question: followers kept asking Ellingsen what products she used on her lips. She responded by developing an initial range of about seven items, anchored by her signature look of smoky eyes, clear skin and nineties-inspired nude lips [1]. The first lip range consisted of a lipstick and lip liner in three nude shades plus a lip gloss, as the retailer describes it [2].

Ellingsen is a well-established public figure in Norway independent of the brand. She has been a model and social-media personality since her teens, and Vogue Scandinavia has noted that she is an ambassador for L'Oréal Professionnel in the Nordics. In October 2025 she competed on Norway's Skal vi Danse? (the local version of Strictly Come Dancing) [7].

Slayer Beauty is a makeup brand focused on lips and eyes, positioned in the affordable indie price range. Its lip products include the Lipstick Angel and the lip liners Sculpt and Build. The original launch also featured two eyeshadow palettes: Color Crush!, described by Lyko as twelve vibrant, bold shades, and Neutraliscious!, presented as a natural everyday palette of warm brown and beige tones.

The brand's stated message centres on inclusivity. According to Lyko, Slayer Beauty holds that "it is ok to create your own normal, regardless of sexual orientation, background and age" [2] — a positioning the company links to Ellingsen's own identity as a transgender Norwegian model. No ingredient details, certifications or manufacturing information are stated on the brand's retailer pages.

The brand is dormant. Both original eyeshadow palettes, Color Crush! and Neutraliscious!, are marked as discontinued or out of production on Lyko [3][4], and as of mid-2026 only three lip products remained listed at the retailer. No new product launches have been identified since the November 2022 debut. The founder, by contrast, remains highly visible in Norway through her modelling and media work, which suggests a paused product line rather than a fully closed business.