Stockholm-based beauty brand Caia Cosmetics has been a whirlwind phenomenon in the Swedish beauty market since it was launched in 2018 by singer, television personality, and influencer Bianca Ingrosso. Now, after firmly establishing the brand in the Nordics, the brand is landing in the UK, with the US to follow.Ingrosso has an enviable following on social media: 1.3 million followers on Instagram (@biancaingrosso) and over 400,000 subscribers on YouTube where seven of her videos have had over one million views.Her move into beauty was not a surprise given her career background where the makeup chair is a necessity. Together with Manager Vanessa Lindblad, beauty industry veterans Jesper Matsch and Mikael Snabb, and Johanna Hamrén, who is Caia Cosmetics’ CEO, Ingrosso has developed one of Northern Europe’s fastest-growing, direct-to-consumer (D2C) beauty brands.During the pandemic period, Caia increased its revenue by around 100% year-on-year, after nearly 200% growth between 2019 and 2020. Sales in 2023 are estimated to have hit 526 million Swedish krona ($51 million) with more than 8.6 million products sold to one million customers across 43 markets.Among what is a largely millennial and Gen Z following, much of the Caia collection has already become iconic. In November 2021, the skincare launch led to nearly 250,000 products sold while the brand’s BB stick—its hero product—is said to be selling out within hours of restocking.Ingrosso describes it as a “quick fix for a shine and glow without putting a lot of pigment on your face,” and consumers seem to agree. The demand for the so-called “Scandi glow” is impressive for a D2C-only beauty start-up.