MAKE UP STORE / LYKO

FOREVER ICONIC.

Brands aren’t built in a single campaign. They’re built over years, by people who care about the craft. Make Up Store was born in the professional makeup world in 1996, and in 2025 it was time to relaunch one of Sweden’s most legendary beauty brands, without losing what made it an icon.

As part of Lyko’s creative team, I helped bring the brand back from concept and storytelling to tone of voice and campaign copy, across digital and a printed special edition magazine, with a launch editorial built around one line: From backstage to center stage.

The tone of voice had to hold both sides of the brand: the authority of the pro world, and an open invitation to everyone who loves makeup.

Concept · Naming · Tone of voice · Copy