Emma Wiklund has a background as an international fashion model, TV host and columnist. She has also worked as a pr-consultant with the Swedish fashion retailer Lindex and has been a member of the board of Lindex. Today she works as the CEO of Emma S.
Nora Larssen has extensive business experience, among other things as a partner of the management consulting firm McKinsey and from investment- and board work.
2007: Emma S. founders, Emma Wiklund and Nora Larssen, became friends when they both were on the board of the fashion company Lindex.
2007–2008: Nora and Emma started talking about launching a Swedish skincare brand together, something Emma had been thinking of since the 1990s.
“Skincare is something that I always have been interested in and also dependent on for a successful modelling career. And now it felt like it was time to finally take hold of the skincare idea and start something of my own”, says Emma.
Emma and Nora started developing their joint business idea. The ambition was to develop a brand with products similar to those that Emma always used herself during her modelling years, creams based on both natural and medical ingredients. For two years they worked intensely developing the strategy and finding a producer that they could work with to develop the first twelve products in their skincare series.
They wanted to be closely involved in both the development and the production of their products, and decided to work with a Swedish manufacturer with 30 years of experience.Working with a Swedish based manufacturer also meant shorter transport distances given the initial focus on the Nordic market and thus less strain on the environment.
2009: The company Emma S. was founded and the development of the first twelve products started. The ambition was to create a skincare line with effective and affordable products that truly gives visible results. All product formulas are unique to Emma S. and the formulas and the ingredients are chosen with great care. It is very important that Emma S. customers always feel comfortable with all ingredients, and together with the product developers Emma S. is constantly looking for ingredients that are safe, effective and that have well documented studies of their fundamental properties. The basic idea is simply that Emma S. skincare products shall help customers to get more beautiful and fresher looking skin.
With a personal touch and a true skincare lover as the creator of and spokesperson for the brand, Emma S. not only wants to offer good skincare products, but also share a holistic philosophy of what good skincare is all about:
”Beautiful skin is not only the result from using a good cream. How you live your life, take care of yourself and how you feel are just as important.”, says Emma.
2010: During the autumn the first 12 Emma S. products were launched in Sweden, including ageless, an effective anti-age series that helps to prevent and counter the ageing of the skin, moisturising, a hydrating series, as well as effective products for exfoliation and cleansing.
”The effort and work involved developing an exciting skincare idea into a real company with everything from product development and logistic solutions, to building customer relationships and prepare launch plans were challenging but most of all great fun”, says Nora.
2012: Emma S. is launched in Norway.
2013: During the summer of 2013 Emma S. launched their first fragrance Rue de Varenne, a tribute to both the years as well as the street in the Paris neighbourhood St Germain where Emma lived for several years. The scent won “Fragrance of the year 2014″ at the Swedish Beauty and Cosmetic Awards. Emma S. ageless oxygen mask also received a price at the Tara Beauty Awards 2013.
2014: Emma S. launches its products in pharmacy chains in Sweden and Norway. Emma S. ageless oxygen mask won “Best skincare product” at the Norwegian Cosmetic Awards.
2015: The new series sensitive was launched. Emma S. moisturising facial mist won “Best Face Mist” and Emma S. cleansing facial wash won “Best cleanser” at the Kicks Beauty Awards 2015. Today the Emma S. range includes more than 30 products, and is sold through 800 outlets in Sweden, Norway and Finland, at Tax Free shops and in the Emma S. webshop. Emma S. is headquartered in Stockholm.
2016: The new body care line, warm beach, was launched. Emma S. treatment enzyme peel won “best quick-fix” at the Kicks Beauty Awards 2016. The second fragrance Barrow Street was launched, a unique fragrance with inspiration from Emma’s years living in New York. Emma S. also launched a new series with treatment products, Emma S. treatment, as well as the new series London lounge.
2017: Today the Emma S. range includes more than 30 products, and is sold through 830 outlets in Sweden, Norway, Finland, Germany, Tax Free shops and in the Emma S. webshop. Emma S. is headquartered in Stockholm.