Meet Bianca Ingrosso, Co-Founder of D2C Beauty Brand: CAIA Cosmetics

Headquartered in Stockholm, Sweden, CAIA Cosmetics is a global beauty brand that creates premium makeup and skincare products. Our mission is to make beauty more empowering and appealing to people around the world.

CAIA products range from makeup, brushes and tools to perfume and skincare. All of our formulas are carefully selected to deliver maximum performance whilst being gentle on the skin and our skincare range has been developed in close collaboration with dermatologists, toxicologists and biologists. All of our skincare products and most makeup products are 100% vegan. Foundations and concealers are available in up to 19 shades, and our palettes and lip products are designed for a range of skin tones.

To date we have sold more than 3.5 million of our products in over 30 countries. In just three years, CAIA Cosmetics has grown into Northern Europe’s fastest growing D2C beauty brand. CAIA is the alter ego for everyone. It helps us to be the best version of ourselves.

CAIA Cosmetics | Verdane portfolio company

How did you come up with the idea for the company?

CAIA was truly born out of my longstanding passion for beauty. It’s a passion I developed at a young age when I started touring with my parents. My mother is an actress and singer in Sweden and my father is a composer, but he was mainly a professional dancer at the time. I’ve spent a lot of time behind the scenes on productions in makeup lounges and with really talented makeup artists.

As I got older, I started appearing in music productions and television shows myself, which brought me even more exposure to the professional beauty industry. It was around this time that I began to realize that there was a gap in the market for quality beauty products at affordable prices.

CAIA was founded in 2018 when I was 24 years old. I met up with my manager Vanessa Lindblad and beauty industry veterans Jesper Matsch and Mikael Snabb and we began to work hard to envision the beauty brand that we felt people worldwide wanted and was truly a fit for Social media age – and this became CAIA Cosmetics.

Although we started it in Sweden, we have always envisioned CAIA as a global brand and CAIA has been designed for a global audience from the start.

How has the company performed during the pandemic?

We’ve been fortunate that our business model – which is built on D2C e-commerce and works closely with our wonderful online community to offer the high-quality, affordable products people really want – has led us to be recognized by the Pandemic were not negatively impacted.

We are very proud to have a dedicated and amazing fan base that is passionate about our products. We’ve always been very close to our consumer community and love communicating with them through our content and online interactions. And we’ve always worked closely with the makeup artists and dermatologists who help us create our amazing products, and that hasn’t changed.

So, really, we just kept doing what we do best. We kept asking our community what they wanted to see from us next, and then we did our best. We have sold 200,000 skincare products since we launched the skincare range in November 2021 and our bb sticks sell out within hours every time we restock which makes me very proud.

What can we expect from CAIA in the future?

Well, the global beauty market is growing so fast. Last year it was already valued at $511 billion — by 2025 it’s projected to surpass $716 billion, which is pretty amazing. There are a lot of great young beauty brands out there, including us, which I believe are a big part of the future of the beauty market.

Our own growth has been very promising. In 2021 we had a turnover of 32 million euros and after our successes in Sweden and Scandinavia in recent years we are now really focusing on Germany and the UK.

It’s just the beginning for us. With our amazing community and brilliant team, our goal is to bring empowering beauty products to people around the world. Meet Bianca Ingrosso, Co-Founder of D2C Beauty Brand: CAIA Cosmetics

Fry Electronics Team

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