In the early 2000s, people started talking about the Swedish “fashion wonder”. Whether that somewhat generic term refers to the extreme quantities of clothes that the likes of H&M sell all over the world, or to niche brands such as Acne and their extreme success, is not clear. What the expression does allude to is the rapid development of Swedish fashion as a whole, both on a domestic and international level.

Now why, you wonder, are you reading about this on the design page? Well, because we are witnessing the birth of yet another “Swedish wonder” – that of beauty. A quintessential piece of the puzzle in the rise of the Swedish “beauty wonder” is design. These days, branding, packaging and retail design is equally – if not more – important than the contents. What’s more, having the ‘right’ product displayed in your bathroom cabinet (and on your Instagram feed) shows the world that you don’t only smell good, but also have good taste.

Sweden’s increased interest in beauty and scent can possibly be accredited to one singular brand – Byredo. The fragrance house founded by entrepreneur Ben Gorham in 2006, has become part of the Swedish people’s ego image, an important international player in the world of fashion, lifestyle and trends. Much like with other super-Swedish innovations such as the meatball, the adjustable wrench and the tetra pack, we’re proud to say that Byredo descends from our nation.

Byredo has paved the way for quite a few others. In the perfume department, there’s Agonist and super hot newcomer Stora Skuggan. In skin care, there are even more players, with brands such as Verso, L:A Bruket, Björk & Berries and Recipe For Men. Stockholm-based Ya-sin Chahimi’s first and only product, the Y-S.C.1 beard oil, proved to be a real hit earlier this year, and it was shortlisted for Wallpaper* Design Awards.

Swedish beauty is taking off, and retail – a real-life extension of a brand – is increasingly becoming an important path to the customer’s heart. In the last six months, no less than three beauty brands have set up shop in the city, creating a well-designed universe in which to display their wares. Here they are.