Our VOCAST Media Researchers have mapped the editorial landscape across key markets, highlighting the current influences shaping home interior and design. They have identified the current influences, rather than trends, that encompass the trajectory of home interior and design. While similarities arise based on trends, each country and region offers a unique approach and pulls on different principles in the curation of space. Each market insight is complemented by selected VOCAST contacts that speak to the themes shaping each region.

Between Minimalism and Maximalism: How People Are Redefining Home

Living in a world of such chaos, people look to their spaces as an opportunity to escape and create a microcosm for themselves, spaces that are reflective of their interests and lived experiences. With a growing number of people flocking to cities, living in small apartments and co-living situations, the ability to create spaces that feel safe and personal has become a privilege. Within this context, minimalism and maximalism are not trends but potential modi operandi; vessels through which personal taste can be implemented within the confines of small spaces, budgets, and roommate agreements.

Having items that matter has come to mean more than the extravagance of the post-2020 pandemic era. While the pandemic brought about a wave of craftiness, evident on social media with the rise of bubble mirrors and non-functional, spray-painted brick coffee tables, people are turning to deeper levels of craft, vintage stores, and independent sellers to source unique items that balance form and function, and are made to last.

The extremes of minimalism have also been brought into question online, with creators being critiqued for their “Patrick Bateman,” American Psycho-esque apartments, made up of a large white couch, a small metal coffee table, and strategically placed books. Almost formulaic, these interiors have prompted a broader conversation: what does it really mean to have a space that reflects lifestyle, depth, and identity?

The Nordics

In Denmark, the editorial landscape points to three overarching patterns: multifunctional design, a focus on the kitchen and tablescaping, and the mixing of old with new.

Multifunctionality is evident both in furniture and spatial design, with elements created to serve multiple purposes.

“I believe this reflects how many Danes gravitate towards living in the capital city, Copenhagen. The demand for space is therefore high, so design has adapted to maximise this resource.” – Maria, Danish Media Researcher

United Kingdom 

This shift is evident in interior design, where tapestry, ceramics, and distinctive objects are increasingly featured across platforms such as Architectural Review, Dezeen, and The World of Interiors. Across the UK, from material experimentation by designers in Scotland to the continued presence of heritage textiles like tartan, interiors are embracing more artisanal production. The landscape leans towards interesting shapes, layered textures, and a revival of craft traditions.

France

Looking towards French interiors, there has been a shift from rigid minimalism, making space for something warmer and bolder; a potential revival of Art Deco. This resurgence reinterprets Art Deco for contemporary living: bold yet refined. Deep colours, strong geometric shapes, dark woods, and velvet textures reintroduce a sense of tactile luxury that minimalism often lacked. The “less is more” era is giving way to richer spaces that feel more expressive, sophisticated, and sensorial.

Italy

Sculptural furniture, curved forms, and vintage or mid-century references are prominent, creating spaces that feel layered and expressive. The result is an environment that balances refinement with individuality, where design is both lived-in and intentional.

Germany 

This nostalgic energy is paired with a broader appetite for personal expression—mixing eras, incorporating patterns such as stripes and animal prints, and favouring design pieces with history and quality. The result is interiors that feel curated and character-driven rather than overly styled, balancing a traditionally purist foundation with more expressive, layered elements.

Netherlands

Sustainability remains central, influencing both design choices and content creation, with many influencers incorporating DIY approaches and cost-conscious ideas. While the overall aesthetic feels effortless, it often draws from broader movements such as Japandi and Mid-century Modern design, adapted through a distinctly Dutch lens.

The Bigger Picture

What unites them is a rejection of the purely performative. The formulaic minimalist apartment and the trend-chasing maximalist interior are both giving way to something harder to define but more meaningful: spaces that are lived in, considered, and genuinely reflective of the people who inhabit them. Craft, vintage, and intentionality have replaced the impulse buy and the aesthetic mood board.

In this sense, interior design is less about style and more about values, signaling a push toward quality over quantity, sustainability over spectacle, and identity over imitation. The home, across all these markets, is becoming one of the last spaces where that kind of authenticity still feels possible.

Petra is the French & Belgian Media Researcher at VOCAST. She holds a Bachelor’s degree in International Luxury Management in Fashion, and she has previously worked in PR and event production. Her interests include art and fashion.

Alex is the UK Media Researcher at VOCAST. She holds a Bachelor’s in Digital Management from CBS and has prior experience within Art Writing, Marketing and PR, and UX Design.

This article was published on the 26th of March 2026.

Want to learn more about these curated lists? Feel free to contact us.

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Why are more interior brands hosting dinners instead of traditional press launches? And why are some of today’s most memorable brand moments happening over shared plates rather than press releases?

Across the design and interiors industry, hospitality has become an increasingly popular way for brands to connect and engage with their audiences. From in-house cafés to curated dining concepts, brands are creating spaces where customers, creators, and the media can interact naturally. This shift reflects a broader change in branding itself, moving from mere visibility toward cultural presence. By embedding themselves into everyday rituals like coffee breaks, lunches, and informal gatherings, interior brands are turning hospitality into a long-term communication strategy rather than a temporary campaign. 

At VOCAST, we wanted to explore how brands can leverage this trend to build deeper connections. We had the pleasure of speaking with one of Denmark’s most relevant interior houses, Louise Roe, uncovering the inspiring story behind its in-house café and eatery, The Roe Bar. In our conversation, we gained valuable insights into how consumers crave real experiences and how brands can create meaningful interactions across all touchpoints. If hospitality has become an ongoing channel, the challenge shifts from simply creating moments to ensuring the right people experience them – highlighting the importance of thoughtful media outreach and curated networks. 

Meet Emil Roe

The Roe Bar as a Brand Experience

He explains that when the company established its flagship space, opening a café felt like a way to introduce warmth and vibrancy into an environment that could otherwise feel quiet or formal. As he notes, many interior stores can feel almost silent, with visitors hesitant to interact – something the café was designed to counter.

In Emil’s view, hospitality is not only about aesthetics, but about encouraging interaction:

“A café brings more vibrant life. It brings traffic to the store, but it also makes people interact with our objects and tableware on a day-to-day basis.”

This approach has also expanded the brand’s reach. Over time, The Roe Bar has become a destination in its own, frequently appearing in Copenhagen travel guides and attracting both local visitors and international guests who may first encounter the brand through hospitality and community, rather than traditional design media. 

Beyond Design: Hospitality as Brand Language

According to Emil, the culinary side is approached with the same mindset as product development. Ingredients are carefully selected, presentation matters as much as taste, and details such as colour and seasonality are discussed between the creative team and chefs to ensure that the experience feels unified rather than separate from the brand’s design identity. He further explains how plating, ingredients and partnerships are chosen to reflect the same standards applied to their design objects:

“We eat with our eyes.”

The result is a space where branding happens through experience rather than direct messaging. Guests engage with the brand naturally through atmosphere and interaction.

Curating the Right Audience

There is no guest list at the door, and the café is open to everyone. Instead, alignment happens organically through the brand’s aesthetic values, which naturally attract a like-minded audience. 

As experiential concepts grow, brands increasingly face the question of how to connect physical experiences with the media and creators most relevant to their audience, turning in-person moments into conversations that continue beyond the space itself. This is where VOCAST curated lists come in as a valuable tool, reaching aligned creators at the touch of a fingertip.

Why Experiences Matter More Than Ever

While digital channels remain essential for communication, Emil noted that people increasingly value spaces where they can physically interact with products and surroundings. Post-pandemic behaviour and wider digital fatigue have reinforced a desire for experiences that feel tangible and real.

“People are just craving something that exists for real – a physical experience where they can actually interact.”

The Future of Experiential Dining

As cafés and restaurants become more design-focused, the connection between interiors and culinary experiences feels natural. Consumers today expect more holistic environments where aesthetics, atmosphere and social interaction work together. In Copenhagen, similar hybrid spaces have emerged in recent years – such as Audo House and &Tradition’s Lille Petra – further reflecting how hospitality is becoming an integrated extension of interior branding rather than a standalone concept.

For brands, this shift can help them build real relationships over time by creating spaces where people encounter design as part of everyday life.

Closing Thoughts

For brands navigating an era defined by digital fatigue and heightened expectations around authenticity, experiential dining offers a compelling opportunity: to create meaningful connections not through campaigns alone, but through everyday interactions.

Your go-to list of the most relevant culinary influencers across markets:

References (Substack): The Business of Luxury: “It’s 2026, Luxury has shifted from Products to Experience.. you should too.”, The Stories We Sell Ourselves: “Curated Communities & Pop-Ups: Brands as The New “Third Place”, Substanz: “Enough brand dinners – feed the culture.”

Header Image Credit: Louise Roe

Siiri is the Finnish Media Researcher at VOCAST. She has a Bachelor’s degree in Business and Service Management from CBS and is currently pursuing a Master’s degree in General Management and Analytics at Copenhagen Business School.

Kim-Mara is the Dutch Media Researcher at VOCAST. She is a Communication Science student at the University of Amsterdam, currently completing the rest of her bachelor’s degree in Copenhagen. Outside of our office, she is passionate about fashion and content creation.

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Algorithms have fundamentally reshaped the way we decorate our homes. Styles like cottagecore and Japandi spread through social media so swiftly that they no longer feel like genuine expressions of taste, but rather formulas for interiors that look eerily flat.

As Diet Prada’s founder — of the fashion watchdog and commentary platform — observed in The World of Interiors, we’re no longer cultivating taste so much as staging it. Trends don’t grow gradually anymore; they appear overnight, get copied, shared, and re-created until they burn out; often before they’ve had time to mean anything at all. What gets lost in this constant cycle of influence and consumption is the act of asking why. Why this object, and not another? Why bring it into your life at all? The hyper-consumerism spurred by a never-ending stream of trends collapses wanting into needing, leaving little room for reflection.

Increasingly, brands themselves overlook these questions, addressing us as consumers first and people second. This raises a deeper challenge for design: how can a brand craft meaning, not just objects? How do you create pieces that outlast trends in an era defined by disposability?

FRAMA: A philosophy of Care

Meet Paulina Melinauskaite

Since joining the company over three years ago, Paulina has focused on building, nurturing, and developing its creative community by hosting events and crafting spaces that invite genuine connection. With a master’s degree in Fashion Business from Polimoda and experience at Gucci 9, she brings a deep understanding of both brand storytelling and customer experience, reflective of FRAMA’s philosophy of designing not just objects, but meaningful experiences.

FRAMA’s Design Ethos

The FRAMA universe is deeply immersive; a visit to its store in the heart of Copenhagen offers a sensory experience centered on the interdependent meaning of objects. Brands can learn from this kind of storytelling, one that encourages people to engage with the history of a space, fostering connection and integrating them into something larger.

Paulina shares how such value arises not only from the beauty of an item itself, but from how it interacts with its surroundings to create a sensory whole:

“Beyond our core collections—the 01 Series, Shelf Library System, Farmhouse Series, Rivet Series, and Tasca—our universe extends into all aspects of life. Our Care line, for example, wasn’t conceived to fill a product gap, but to explore sensorial storytelling.”

Such sensorial storytelling is woven into all projects conceived by FRAMA, with Paulina sharing the experience of designing the first scent, “Apothecary”:

Launched in 2016, the scent drew inspiration from St. Pauls Apotek, a historic wood-lined pharmacy in Copenhagen. Each fragrance is designed to invigorate the senses and bring object permanence into interior space—self-care that bridges space and scent. Even the containers are designed as an extension of the “FRAMA universe”.

A Focus on Materials

In FRAMA’s world, form is never divorced from function, and beauty is always rooted in the material. The studio defines some of its pieces as “utilitarian,” created for everyday living. They offer a sense of functional simplicity; objects that adapt naturally to their surroundings.Paulina expanded on the studio’s sensibility:

“If you use quality ingredients, you can rarely mess it up,” founder Niels Strøyer Christophersen has said. The design process remains deeply instinctive—guided by curiosity and rooted in honesty. The team favors unexpected discoveries, spontaneous collaborations, and natural materials that age beautifully.

From its home in Copenhagen, FRAMA has grown into a global network, reaching more than 50 countries through subsidiaries and exclusive distributors. Its first international retail space recently opened in Tokyo, marking a quiet but deliberate expansion. But FRAMA’s growth isn’t about scale. It’s about relationships.

“Much of it comes down to authentic collaboration,” Paulina shares. “We produce where the craft is strongest—Denmark, Italy, Portugal, and sometimes Japan or Korea. Many of our makers have practiced their trades for generations, reviving traditions through contemporary design.”

Collaborations, whether with Toogood, The Natural Wine Company, Kvänum, or Beni Rugs,don’t dilute the FRAMA identity. Instead, they broaden the scope. These partnerships introduce new perspectives and, in Beni’s case, entirely new product categories, all while staying anchored in FRAMA’s core values.

References: Image: Frama Image Bank. World of Interiors: Clickbait to Cliche. Frama: Material Guide

Alexandra Melekki is the U.K. Media Researcher at VOCAST. She has a Bachelor’s degree in Business and Digital Management from CBS and is currently pursuing a Master’s degree in Strategic Design and Entrepreneurship at the Royal Danish Academy.

This article was published on the 27th of October 2025.

Want to learn more about these curated lists? Feel free to contact us.

Unintentional Fashion Pioneers 

What is Streetwear?

Changes Post-Pandemic

Streetwear in the mid-2010s

What do consumers value now?

Revisiting Insight from the Fashion Capitals: London, Paris, and Milan

Moving Forward

References: Image: Copenhagen Fashion Week Image Bank. Hypebeast: Streetwear History & Definition. GQ: The Supreme Leader: The Extended James Jebbia Interview. Dazed: Virgil Abloh: Streetwear?. GQ: Supreme x Louis Vuitton: See Every Piece from the Game-changing Collaboration. Investopedia: Lipstick Effect: Definition, Theory, and Value As Economic Indicator

Alexandra Brøndum is the U.S. Media Researcher at VOCAST. She has a bachelor’s degree in Communication from UC San Diego and a master’s degree in Cognition and Communication from Københavns Universitet. Outside of work, she is a singer and songwriter.

This article is an interpretation of an older article, written by former UK and US Researcher Georgina Juel and Italian Market Coordinator Olivia Mariani.

This article was published on the 13th of August 2025 and the original article was published on the 18th of August 2020.

Want to learn more about these curated lists? Feel free to contact us.

At VOCAST we specialize in creating curated lists containing the most prominent contacts across markets. Our lifestyle researchers from all over the world scout the influencer scene, both within fashion, beauty and the home interior realm, in order to ensure the most current and relevant contacts for our curated lists.

Over the past month, VOCAST has been updating our  influencer curated lists – including micro- and bigger influencers as well as fashion and home interior TikTokers, to maintain the lists’ relevance in the fast-evolving influencer market. This article will showcase some of our researchers’ favorite curated Influencer lists — why these stand out, and a few highlighted contacts from each of the lists.

The researchers favorite lists

Below you will be presented with the different researchers at VOCAST, their favorite curated list as well as some contacts they recommend you to check out.

Maria – Danish Media Researcher 

Maria is the Danish Newsmedia Researcher at VOCAST. She is currently studying for a bachelor’s degree in International Business at Copenhagen Business School. Her interests include art, fashion and cooking.

One of Maria’s favorite curated lists is the Copenhagen Style fashion list. This curated list contains contacts that have mastered the balance of being classy and street when entering the streets of Copenhagen. Maria argues that this is one of her favorite lists because:

“This list showcases influencers, big and small, that represent the street style seen in Copenhagen. The list really showcases how Danes can have drastically different personal style, whilst still having a red thread amongst everyone: comfortability, coolness, and mixing vintage and new.”

Below we have highlighted some of the contacts you can find from the Copenhagen Style list:

Andrine – Norwegian Lifestyle Researcher 

Andrine is the Norwegian Lifestyle Researcher at VOCAST. She has a bachelors degree in “Communication and Digital Media” from Aalborg University in Copenhagen. When she’s not working, she loves being creative and hanging out with friends, and is passionate about fashion.

One of Andrine’s favorite curated list is called Micro Home Interior Influencers. The list contains some of Norway’s most need-to-know micro home interior influencers that have a smaller following, high engagement, and loyal audiences. Andrine explains what makes this list stand out:

“I especially love this list because many of these influencers also have a genuine passion for home interior, which they beautifully express through their content. Their spaces are not only aesthetically inspiring but also feel personal and lived-in.”

Below we have highlighted some of the contacts you can find from the Micro Home Interior Influencers list:

Matilda – Swedish Lifestyle Researcher 

Matilda is the Swedish Media Researcher at VOCAST. She holds a Bachelor’s degree in Business Administration and Service Management for Arts and Culture and has previously worked both with contemporary art as well as lifestyle PR.

Matilda has chosen that her favorite curated list is the Micro Fashion Influencers. One this list you can find fashion contacts from Sweden that showcase their personal style on their social media to a smaller, yet still loyal audience. Matilda argues that the Micro Fashion Influencers list is valueable because:

“This list perfectly sums up how important one’s platform is as a member of the creative industries. Each contact in the list has influence of their own, while maintaining a profession within the Swedish fashion, design, or creative scene.”

Below we have highlighted some of the contacts you can find from the Micro Fashion Influencers list:

Sofia – Finnish Lifestyle Researcher 

Sofia is the Finnish Media Researcher at VOCAST. She is currently studying a master’s degree in Brand and Communications Management at Copenhagen Business School.

Sofia highlights the curated list Influencers, focusing on home interior. According to Sofia, this specific curated list is valuable because:

“I believe this is a valuable list to update as you assess the entire home interior market, comprising a very broad range of contacts. While each individual belongs to the same list, each contact represents a very distinct interior aesthetic.”

Below we have highlighted some of the contacts you can find from the Influencers list:

Josephine – DACH Lifestyle Researcher 

Meet Josephine, our DACH lifestyle researcher. She grew up in Germany and France and currently studies a Master’s degree in Cognition and Communication from the University of Copenhagen. Outside of the office, Josephine practices, studies, and teaches Yoga.

Josephines favorite curated list is the Up & Coming Influencers, within the fashion category. The focus of this list is influencers that will soon be dominating the German fashion scene. One of the reasons why it’s Josephines favorite curated lists is because:

 

 

“It’s always fun to see who is trending right now and how individual content creators change in a short span of time, evolving with increasing followers and cooperations.”

Below we have highlighted some of the contacts you can find from the Up & Coming Influencers list:

Kim-Mara – Dutch Lifestyle Researcher

Kim-Mara is the Dutch Media Researcher at VOCAST. She is a Communication Science student at the University of Amsterdam, currently completing the rest of her bachelor’s degree in Copenhagen. Outside of our office, she is passionate about fashion and content creation.

Kim-Mara’s favorite curated list is the 10 Home Interior Advocates. Not only do these contacts inspire their audiences, but they are also leaving a strong imprint on the Dutch interior design landscape. One of the reasons why specifically this list is Kim-Mara’s favorite curated lists is because:

“It offers a concise yet insightful overview of some of the most influential and relevant figures in the interior industry today. By narrowing it down to just 10 contacts, the list is both curated and accessible—making it an efficient resource for anyone looking to connect with key voices in the field.” 

 

Below we have highlighted some of the contacts you can find from the 10 Home Interior Advocates list:

Petra – French and Belgian Lifestyle Researcher

Petra is the French Media Researcher at VOCAST. She holds a Bachelor’s degree in International Luxury Management in Fashion, and she has previously worked in PR and event production. Her interests include art and fashion.

One of Petra’s favorite curated lists with the home interior list called French Country Living. One of the reasons why this list is her favorite is because:

 

“The French Country Living list because it resonates deeply with the French home interior space, and it captures an elegant niche. Between lavender fields and freshly baked pâtisserie, the featured content creators embody the essence of French country life.”

Below we have highlighted some of the contacts you can find from the French Country Living list:

Lavinia – Italian Lifestyle Researcher

Lavinia is the Media Researcher for the Italian market. She is currently taking a bachelor´s degree in Business Administration and Digital Management at Copenhagen Business School. She´s passionate about ballet, music and other artforms.

Lavinia highlights the curated list Micro Fashion Influencers as one of her favorite lists. This list contains contacts have a smaller following, high engagement and loyal audiences. The reason why this is Lavinia’s favorite list is because:

“This list is one of my favourites as micro-influencers bring a unique blend of authenticity and community engagement. They often have deep connections with their followers, which results in higher engagement and more meaningful brand interactions.”

Below we have highlighted some of the contacts you can find from the Up & Coming Influencers list:

Alexandra M – UK Lifestyle Researcher

Meet Alexandra, who is the UK Media Researcher at VOCAST. She holds a Bachelor’s in Digital Management from CBS and has prior experience within Art Writing, Marketing and PR, and UX Design.

Alexandra highlights the curated list Up & Coming Influencers, where the focus is mainly on some of UK’s most promising up and coming or ‘next generation’ influencers within the home interior segment. Alexandra argues that this list is one of her favorites because:

 

“Their work offers inspiration for creating authentic spaces that reflect personal taste, often incorporating affordable, vintage, and characterful design elements.” 

Below we have highlighted some of the contacts you can find from the Up & Coming Influencers list:

Alexandra B – US Lifestyle Researcher

Alexandra is the U.S. Media Researcher at VOCAST. She has a bachelor’s degree in Communication from UC San Diego and a master’s degree in Cognition and Communication from University of Copenhagen. Outside of work, she is a singer and songwriter.

Alexandra’s favorite list is the Micro Fashion Influencers list. This list contains some of the US’s most need-to-know micro fashion influencers. One of the reasons why it’s Alexandra’s favorite curated lists is because:

“What I love about this list is how candid these creators are with their audience. Their community may be small, but they’re loyal and highly engaged. Their content feels very down to earth, almost like you’re watching a friend.” 

Below we have highlighted some of the contacts you can find from the Up & Coming Influencers list:

Mia Maria Jensen Miller is the Danish News Media Researcher and Content Coordinator and is currently studying a master’s degree in Film and Media Studies at University of Copenhagen. When not working, she loves hanging out with friends, going to concerts and explore the underground music scene.

This article is published on the 19th of May 2025

Want to learn more about these curated lists? Feel free to contact us.

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Dewy skin, minimal makeup, and soft, shiny hair are trademarks of the ever-rising “clean girl aesthetic.” Since the early 2020s, the trend has taken over social media platforms like TikTok and Instagram, and experts say it’s here to stay. Alongside the growing consumer demand for a minimalistic skincare, makeup, and hair routine, more and more brands are catering to customers’ needs for conscious beauty products — ranging from toxin-free ingredients and sustainable packaging to sleek designs. It is clear that we have entered an era where consumers value not only a product’s effectiveness but also its impact, quality, and craftsmanship — values reminiscent of the Scandinavian ethos. But what are the implications of the clean beauty movement within this context, and how can brands harness the rise of conscious consumerism, extending its relevance beyond the beauty industry? 

In a conversation with three visionary Danish clean beauty brands, VOCAST explored the rise of the clean beauty movement and its impact on brands in an ever-evolving market. Speaking with the brands’ founders, we asked them how they define clean beauty, how it shapes their brand identity and marketing, as well as where they see the movement heading. As consumers continue to prioritize purity and transparency, the clean beauty movement is not only making a mark in the beauty industry but also in the broader landscape of conscious living. 

Meet Jette Nørgaard Haulrig

Meet Heydi Vásquez

Meet Carina Muriel Conradsen

Clean beauty and the Scandinavian ethos of craftsmanship & design

When clean beauty first entered the market a few years ago, it was primarily defined by what it lacked—toxins, parabens, sulfates, and other harmful ingredients. Reflecting a rising consumer awareness, it tapped into a growing consciousness about what people were putting in and on their bodies. Clean beauty promised safer, simpler alternatives. But as the movement has evolved, so has its definition. Today, “clean” is no longer just about avoiding the bad—it’s about embracing the good. From ethically sourced ingredients to sustainable packaging and transparent production, clean beauty now embodies a broader, more holistic approach to wellness and responsibility.

“Clean beauty demands more. It requires a 360-degree perspective; how a product is formulated, produced, used — and what happens when it disappears down the drain.”

– Jette / Yrolí

In today’s market, clean beauty is furthermore defined by trust and transparency. Consumers are more aware than ever of what’s in their products and how those choices align with their values. Clean beauty brands are committed to offering clarity through honest communication about ingredients, sourcing, and production. This ensures that products are safe and aligned with sustainability and ethical responsibility, empowering consumers to make informed choices that support both their health and environmental priorities. 

“At Ara’kai, we approach clean beauty as a promise to prioritize care and integrity, from how we source materials to how we communicate with our customers.”

– Heydi / Ara´kai

While many associate clean beauty with fixed standards, some brands, like Elou, embrace a more fluid interpretation of the term. For Carina from Elou, it’s essential not to let the word “clean” stand alone without context. Instead, brands should clearly communicate what they stand for—whether it’s plastic-free packaging, nature-derived ingredients, or a commitment to avoiding harmful substances. Carina emphasizes the importance of intention: vague or ambiguous language can easily mislead consumers. The takeaway? Be clear about what exactly makes your brand “clean.”

“We choose to use ‘clean’ with great care and consideration, not leaving the term to stand on its own without substance behind.“

– Carina / Elou

As with all things Scandinavian, clean beauty brands from the region embrace the movement’s core principles of purity and transparency, while also aligning their actions with the Scandinavian ethos of craftsmanship, simplicity, and elegance. Much like in Scandinavian interior design and fashion, nature plays a central role—both as a source of ingredients and as inspiration for the products themselves. These brands focus not only on what goes into their formulations, but on the entire experience, offering no-fuss products with minimalist, beautifully designed packaging. In this context, clean beauty becomes more than just a routine—it becomes a lifestyle, defined by both purpose and aesthetics. As Heydi, founder of Ara’kai, puts it: “It’s a natural connection.”

“To us, clean beauty and Scandinavian craftsmanship go hand in hand; purposeful, precise, and built to last.”

– Jette / Yrolí

With a strong emphasis on quality, simplicity, and integrity, Scandinavian clean beauty brands integrate these values into every aspect of their products—from formulation to packaging.

Image credit: Yrolí

The role of design and visual appeal

Consumers today seek more than just functionality: they want products that make a statement, seamlessly blending practicality with aesthetic appeal. For clean beauty brands, maintaining a strong, intentional design is crucial in connecting with the conscious consumer and building trust. All three brands we interviewed use design as an extension of their brand identity, aiming to create a seamless connection between their products and the conscious lifestyle they reflect. From creating calming spaces to aligning every visual element with their purpose, storytelling is at the heart of their marketing strategies. Building a strong relationship with your audience starts with clear, intentional communication — from product descriptions to advertising and brand messaging. 

“Design and storytelling are everything! They’re how you communicate who you are before anyone even opens the bottle.” 

      – Heydi / Ara´kai

“Through our imagery, we want to provide our customers with a glimpse into a universe where they can easily see how our products align with a conscious, mindful way of living.” 

– Carina / Elou

But aesthetics aren’t everything. While visual storytelling can reinforce branding and give consumers a clear sense of what to expect, it’s crucial to stand out in a world of greenwashing and performative activism disguised as sustainability. To build genuine trust, clean beauty brands like Yrolí rely on certifications such as the B Corp and Nordic Swan label to validate their standards and values. In Jette’s words: “Clean beauty is not a vibe — it’s a verified standard.” It’s clear that in today’s market, transparency isn’t just appreciated; it’s expected.

“With so much noise in the industry, consumers need honest signals.” 

– Jette / Yrolí 

Similarly, the design itself should reflect the conscious choices consumers make when buying clean beauty products. Brands like Elou are continuously improving their design to align with their values and mission, always striving to minimize their carbon footprint. A key example is their packaging, which is not only plastic-free but made from grass paper—one of the most sustainable options available.

“Our packaging design reflects and supports the very essence of the clean beauty philosophy. The outside should represent the inside, which is why we value the outer packaging just as highly as the contents, the ingredients  themselves. ” 

– Carina / Elou

In a market increasingly focused on authenticity and transparency, clean beauty brands must ensure their design not only resonates with consumer values but also reflects the genuine integrity behind their products.

Image credit: Elou

Future trends & lessons learned

So, what’s next for clean beauty? We’ve gained expert insights into what defines clean beauty, how the Scandinavian ethos plays a role, and how communication and marketing practices can be leveraged. Now, the question turns to the future: what trends can we expect, and what lessons can brands carry forward as they navigate the demands of conscious consumerism?

To meet the growing demand for minimalist and authentic products, brands must focus on what truly matters. It’s about narrowing the focus to simplify routines while making a meaningful, positive impact. 

“I see a move toward products that simplify, not complicate – fewer products that do more, with less waste. ”

– Heydi / Ara´kai

Clean beauty is no longer just about what’s inside the bottle; it extends far beyond the ingredient list, encompassing how products are made, the values behind them, and the impact they leave behind. Brands need to ensure their visual appeal aligns with their actual products. Carina from Elou highlights the importance of considering the entire product cycle, as consumers are demanding more than just quality content. In this context, transparent communication and credible certifications are essential in earning consumer trust, as Jette from Yrolí points out. 

“Today, it’s more important than ever to consider the entire product, not just the content.”

– Carina / Elou

“True clean beauty has to be clean in every direction — not just in the ingredient list, but in intent, action, and outcome.”

– Jette / Yrolí

As we look to the future, it’s clear that conscious consumerism isn’t confined to the clean beauty realm—it’s a movement that spans across industries, from fashion to interior design and beyond. Consumers today are increasingly prioritizing transparency, sustainability, and authenticity in all areas of their lives, and brands across sectors need to respond. By embracing these principles, brands can create products and experiences that truly resonate with the growing demand for ethical choices. 

“People are asking harder questions, not just about ingredients but about sustainability, supply chains, and ethics.”

– Heydi / Ara´kai

The clean beauty movement is just one part of a larger shift toward conscious consumerism, where transparency, sustainability, and quality take center stage. Brands that stay true to these values and communicate them clearly will be best positioned to thrive in a world where mindful choices define the future.

Image credit: Ara´kai

Your go-to list of the most relevant clean beauty influencers across markets:

Our research team has handpicked the top clean beauty influencers from each market. Explore them below:  

References: Mintel: Conscious cosmetics: The rise of clean beauty, Mysa: What is Clean Beauty and Why Does It Matter?, Vogue: Why the clean girl aesthetic refuses to die.

Image credit: Yrolí, Ara´kai, Elou 

Kim-Mara is the Dutch Media Researcher at VOCAST. She is a Communication Science student at the University of Amsterdam, currently completing the rest of her bachelor’s degree in Copenhagen. Outside of our office, she is passionate about fashion and content creation. 

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