(Image credit: Original graphic by Audrey Hedlund)
Welcome to Worldly Beauty, a quarterly franchise in which we highlight beauty products, ingredients, and traditions rooted in culture. To offer an in-depth look, we’re sharing perspectives and recommendations from local experts and tastemakers. A celebration of diversity, this column goes beyond what we know to shed light on the beauty practices and philosophies that make the world go round.
(Image credit: Original graphic by Audrey Hedlund)
Copenhagen is a unique cultural hub. The City of Spires, nicknamed for its mix of medieval and Renaissance architecture, is known for its minimalist approach to fashion, beauty, and décor. Much like other Scandinavian cities (Oslo, Norway, included), Copenhagen is full of sleek and efficient aesthetics, often dialed up with a dash of eye-catching experimentalism. In other words, it’s an undeniably cool and less-is-more locale.
In fashion, this could equate to a collection of high-quality basics. Ask Copenhagen cool girls, and they’ll tell you that the perfect white T-shirt, a classic sweater, and a well-fitting pair of trousers will take you far. It could also mean some staple statement pieces (remember individualism and experimentation are valued) and bold color balanced by steadfast neutrals.
As for beauty, Danes tend to take a stripped-down approach to skincare, hair, and makeup, and the boundary between their beauty and wellness routines is fuzzy at best. In fact, Danes are known for longevity, vitality, and so-called “slow-aging.” Whether it’s swimming in cold water, walking in fresh air, or even simply their proximity to green space, Danes are no strangers to spending time in nature and pioneering the “slow-living” trend that’s currently taking hold of TikTok.
Popular brands such as Ole Henriksen, Kjaer Weis, and Tromborg call the country home, and sleek product packaging, skin-first formulas, and tightly curated routines abound. Stroll through the streets of Copenhagen, and you’ll see fresh complexions, minimalist makeup looks, and effortless and undone hair texture.
To learn more about the Danish perspective on beauty, we reached out to Copenhagen cool girls Jeanette Madsen and Sidsel Alling. The former is the co-founder and creative director of Rotate, a Copenhagen-based fashion brand. The latter is a photographer and contributing editor at Elle Denmark. Ahead, they offer an in-depth look at their beauty routines, share their take on the Danish beauty philosophy, and even clue us in on the best local beauty shopping spots. If you can’t hop a flight to Copenhagen, this is the next best thing.
Location: Copenhagen, Denmark
Instagram: @_jeanettemadsen_
Title: Co-Founder and Creative Director of Rotate
Would you describe yourself as a minimalist or maximalist?
I think I’m a minimalist but actually don’t know. I trust in good products that I’ve known for years and felt worked on myself and rarely try new products due to a time with really sensitive skin. With that said, my routine means I would never go to bed without cleansing and moisturizing. Once or twice a week I try to make the time for a home spa evening including bathtub scrubs (from Ara’kai and Mantle’s The Hot Ex) and facial masks (Dr. Barbara Sturm, Augustinus Bader—their Eye Patches are insane!— Tromborg and Mantle). I also have a dream of starting to do cupping at home to eliminate cellulite, but right now the cup is just looking at me, [and I] haven’t started yet haha.
What is your skincare routine right now?
As mentioned, I always cleanse before bedtime, and right now I use the Bare Balm from Mantle. I prefer a cleanser that can also remove eye makeup. It needs to be quick and easy at night. [That’s] followed by La Mer’s The Concentrate and Rejuvenating Night Cream. In bed I always add a thick lip balm and hand cream before going to sleep. I try to dry-brush every morning before I shower, but honestly, it’s not always time allows it with three kids.
I wouldn’t miss a face cleanse to remove the night, and ATM I use Rhode’s Pineapple Refresh. Twice a week I scrub my face with Mantle’s The Ex and always finish off with a cold shower. Again, I would never skip a good body lotion afterward. I love Mantle’s The Wipp Body Cream or Amazing Space Body Balm. Lately I’ve been really happy about Rhode’s Glazing Milk, Peptide Glazing Fluid, and Barrier Restore Cream, but it’s been so cold here in Copenhagen, and my skin needed a thicker creme, so I switch to an all-time favorite duo—La Mer The Lifting Firming Serum and The Moisturizing Soft Cream that I know my skin loves.
What about your makeup routine?
I wear Caia Dewy Drops every day. It’s a serum foundation but seamlessly blends in and gives a natural and dewy look, and sometimes their Concealer for under my eyes. Also a big fan of the Charlotte Tilbury Hollywood Flawless Filter Foundation! The Chanel Les Beiges line has my heart. I use their powder for an evenly healthy glow every day. I recently got introduced to Saie and love their Dew Bronze. It’s liquid and super nice for a soft sculpt of my cheekbones. A bit of Rhode’s Pocket Blush on my cheeks and finish off with a setting powder on the places that need to be a bit more matte.
I prefer my brows natural but use the Chanel Eyebrow Pencil where needed and finish with Caia Push Up Brow Gel just to keep them in place. On my eyes I normally just wear a good mascara and swear by YSL! Sometimes I like a little more depth and use a dark brown eye shadow just above the eyelashes from Chanel. On my lips I use a lip liner that matches my lips just to add a little shape and volume but not too much. I have several but my favorite ATM is from MAC. And last Rhode Peptide Lip Shape and Peptide Lip Tints.
What about your haircare routine?
I wash my hair every third or fourth day with Blid Shampoo and Conditioner by Mathilde Gøhler. It’s been a true game changer for my hair. My hairdresser Cim Mahony has been preaching about only using clean hair products without sulfates, fragrance, etc. My hair truly loves it. During the summer I always let it air-dry, as my hair really doesn’t like the heat, and my curls get to live their best life. But during the cold months, I prefer to give it a proper blow-dry with my Dyson and a round brush. I don’t like products in my hair but always use Less Is More Protein Spray before blow-drying. It’s a lightweight moisturizing spray that gives the hair soft texture and tames flyaway hair.
What Danish beauty brands or products do you love?
I absolutely love Amazing Space. Using their products is a true spa experience. Also, I can’t live without Karmameju’s BB Cream with SPF during summer. And swear [by] Tromborg’s Deluxe Sun Protection for my body. Also their facial masks are brilliant. Honey, a fragrance-free, certified, and clean skincare line, is the latest [addition] to my favorite Danish brands. I know the girls behind it and love their vision!
Are there any salons, spas, or other beauty hot spots you recommend visiting in Copenhagen?
My favorite facial place is Ara’kai 100%. The famous Lyma laser treatment, the Japanese Face Lift, the duvets! I could continue. Also, their shop with clean skincare in the same cute building in the center of Copenhagen is not to miss. Amazing Space located in the historical hotel D’Angleterre with pool and spa in the basement are also a favorite. OneThirtyLabs is my favorite for whole-body Cryo and face, infrared sauna, and MMS scalp treatments. And not to mention my nail lady Maya from RevitalizeDNA. She’s definitely worth a visit if you should be in need. The clinic also offers facials and lymph drainage treatments.
How would you describe the Danish beauty aesthetic/philosophy?
The aesthetic is, as you would imagine, all clean and simple, and I feel like most of the brands are focused on a sustainable approach in all areas.
Denmark is known for longevity, vitality, and “slow aging.” What do you think contributes to this?
I think we are very aware of our health in general compared to many other countries. Being called one of the happiest countries I guess has something to do with our healthcare system, easy school access etc., and if your ground is steady as a beginning, I guess the happiness follows, so as lifestyle.
Shop Jeanette’s Beauty Edit
Dr. Barbara Sturm
Face Mask
Tromborg
Multi Vitamin Facial Mask
Augustinus Bader
The Eye Patches
Location: Copenhagen, Denmark
Instagram: @sidselalling
Title: Photographer and Contributing Editor Elle Denmark
Would you describe yourself as a minimalist or maximalist?
Minimalist for sure—on the verge of lazy. I need a very structured and easy routine, or I will simply forget or skip. It’s down to packaging. I prefer a pump serum before a pipette. That’s how lazy I am.
What is your skincare routine right now?
My winter face is very far from my summer face. It goes from cute and low-maintenance to gray, dry, and red within weeks when we approach October. Moisture and soft oils are key. My morning routine is a clean face, fresh from the shower. I don’t use any wash in the morning, just a good rinse. I love a good serum from Mantle (The Glow Serum) or Honey (Hydra Serum) followed by a heavy day cream (Mantle Barrier Cream) or as I have recently tried Rhode (Barrier Restore Cream). I also love the face oil my good friend Frederikke Toftsø made with the Danish brand Purely—it smells amazing.
At night I use Mantle’s Bare Balm. It’s the only face cleanser I have tried that doesn’t make me want to skip and just sleep with makeup on. It’s so soft and easy to use. After, I use Mantle’s Retinol Serum. These months, I follow by the heaviest cream I can find. On a normal night, I use Mantle’s Miracle Mask as an overnight mask. If my face is extra dry, I use Weleda’s Skin Food in a thick layer and sleep with it. I also sometimes use my daughter’s Bepanthem Balm that I used when she was a baby for redness.
What about your makeup routine?
I use the Rosalique Anti-Redness Cream as a base before makeup. It’s like a little magic trick that covers all my redness and makes me look a little tanned. I use the Foundation Stick by Gucci Westman under my eyes, around my nose, and my chin. [The Danish brand] Miild makes really easy to use sticks—I use the contour stick the Kate Moss way (as I learned on TikTok) in the shadow under my cheekbones almost all the way to my mouth. Then Gucci Westman’s Garconne Blush Stick as a mix of blush and contour on my cheekbones and a little red from Miild blush stick on the actual cheek.
I only use my fingers to add products, dabbing it on to blend. I get my brows and lashes colored so I don’t have to use mascara. I use a little brow gel and an eyelash curler. Lately I have (blaming Hailey Bieber) been very into lips. I use Rhode Peptide Lip Tint in Ribbon and Clinique Lip Liner in Soft Nude. I always use MAC’s Setting Spray since I touch my face all day long.
What about your haircare routine?
I have a lot of hair! A luxury problem but can be hard to tame. I just started using Woods Copenhagen’s new shampoo series for thick hair, and I really like how it makes it a bit heavy instead of just big. I wash my hair once every eight to 10 days using shampoo and conditioner. Sometimes I only use shampoo and then add the K18 Leave-In Hair Mask after. I brush with the big Mason Pearson Brush in damp hair and always add the amazing David Mallet Hair Serum before brushing.
I don’t own a hair dryer or any other machinery; I let it air-dry and cross my fingers for a good hair day.
What about fragrances?
I have always loved all scents that smell fresh and floral. I often choose scent over product. I once bought a used sweater from a girl at a flea market, and it smelled so delicious. I had to track down the perfume. It turned out to be Montale Paris. That smells especially good on fabric. I am obsessed with the tomato leaves scented candle from Loewe. I have one in my home and my office. All this talk about [Jonathan Anderson] leaving Loewe makes me anxious that I won’t be able to restock the tomato leaves… still hoping he could turn it into a fragrance too.
My boyfriend uses Byredo Blanche, and it might be my favorite. Sometimes I’m sad it’s his and not mine, but him smelling good is even better. I just tried the hand cream version in Paris and ended up smelling my hand for hours.
I once visited the Bonpoint store, and it has the best smell. It turned out it was a perfume for kids. Pretty odd, but I have used it for over 10 years now. I like to have two to switch—the Bonpoint [one] for daytime since it’s more fresh and the Montale for night.
What Danish beauty brands or products do you love?
We have many great skincare brands like Honey, Miild, Purely, Nouri, and Rudolph Care.
Are there any salons, spas, or other beauty hot spots you recommend visiting in Copenhagen?
Frederikke Rosengren from the salon Gun-Britt has been my hairdresser for years, and she makes me believe I’m still a blonde. She is amazing. The tiny store I Love Beauty is a must-visit if you’re in Copenhagen. It’s very small but has a well-curated selection of brands. I almost never get any facials—only on vacation. Wish I did it more!
How would you describe the Danish beauty aesthetic/philosophy?
[It’s] very natural in both products and looks. We have a lot of testing of products and certifications to tell what is safe to use on kids, etc.
Denmark is known for longevity, vitality, and “slow aging.” What do you think contributes to this?
Denmark is such a small country, so even when you live in the city, you are close to nature and the ocean. I could swim in the ocean every day; it’s my favorite thing in the whole world. The big difference in the weather makes me want to be outside as much as possible during the summer.
Shop Sidsel’s Beauty Edit
Rhode
Barrier Restore Cream
Weleda
Skin Food Original
Loewe
Tomato Leaves Candle
Byredo
Blanche Eau de Parfum
Woods Copenhagen
Nourishing Shampoo for Dry, Thick, Curly Hair
K18
Mini Leave-In Molecular Repair Hair Mask
Westman Atelier
Vital Skin Foundation Stick
Westman Atelier
Baby Cheeks Blush Stick in Garconne
Clinique
Quickliner Lip Liner in Soft Nude
MAC
Fix+ Primer and Setting Spray
Shop 5 More Danish Beauty Brands
There are so many chic and effective Danish beauty brands to explore. Below, see a few of our favorite selects.
Inspired by Danish minimalism, Kjaer Weis creates simple yet luxurious beauty essentials that are made with certified-organic ingredients and no additives or synthetic chemicals.
woods copenhagen
Daily Hydra Cream
Woods Copenhagen uses natural, Nordic ingredients to create high-performance skin and hair products. Its products are nontoxic, clean, and simple.
Tromborg International
Moisturizing Glow Serum
Tromborg is a Danish family-owned company founded in 2003 by Marianne Tromborg, a former makeup artist.
FRAMA
Eau De Parfum in Deep Forest
Frama describes itself as a “multidisciplinary brand” based in Copenhagen. It offers everything from thoughtfully designed furniture to décor, skincare, and fragrances. The brand’s goal is to encourage “mindful living.”
Nuori
Protect+ Cleansing Milk
Nuori uses fresh ingredients blended in small batches for the highest purity, potency, and performance.
