When Martina Arfwidson, the President of Stockholm, was asked “how do you define Face Stockholm?” Arfwidson says: Sweden has always been very liberal and accepting. We were always transparent and inclusive because this forms a core part of our basic values. I think about this a lot- ‘Inclusive’ includes everybody. My mother and I have aged, and we have a solid customer base who are above the age of fifty, just like me, and they have aged with us. When I look at some younger brands, I feel they have an advantage. They’re all vegan or they’re all sustainably packaged. We are a traditional brand. We come from a time when all this didn’t exist. Of course, we are constantly improving our formulas and packaging, but I’m not standing here today saying that we are 100% vegan because we’re not, yet. It’s more complicated than that and I think we have to be honest, transparent, inclusive and stick with what we are because I’m not going to invent something we are not. I have never really believed in competition and we’re not a mass market brand. There are so many people out there in the world, I don’t think there’s a need to be competitive. There’s enough for all of us. To read more about How Face Stockholm’s Founders Martina Arfwidson and Gun Nowak Raised The Bar In Beauty, Wit, And Grace Since 1982 click the link: https://gurusmagazine.com EIC: Derek Warburton Managing Editor: Cyan Leigh Dacasin Art Director: Alexander Silkin Photographer Donna DeMari Written by: Jody Miller Edited by: Bunty Chellani Vault Images Courtesy of Face Stockholm