Brand «Make Up Store»

DNA and History of Make Up Store

Born in Stockholm in 1996, Make Up Store began its journey not as a regular cosmetic brand, but as a bold educational initiative. Its founder, visionary Jan Aulin, believed that makeup is a tool of art and self-expression, not a privilege for the select few. From a small school where workshops and lectures were held, a global philosophy of "democratic luxury" grew — high quality and professional formulas should be accessible to everyone. This Scandinavian simplicity, functionality, and emphasis on creativity remain the hallmark of the brand's DNA today.

It is this unique background that formed the basis of the fragrance line, which officially debuted in 2009. Make Up Store perfumes became a logical extension of its cosmetic DNA — these are accessory fragrances created to complement the image and highlight individuality, following the same principles of accessibility and style. The brand does not chase excessive complexity, offering clear, emotional compositions inspired by the modern rhythm of life, fashion, and moments of joy.

Interesting Facts About the Swedish Brand

Make Up Store can be considered a pioneer of beauty education in Scandinavia. For a long time, its studios and courses were the main talent forge for the makeup industry in the region. Today, with hundreds of points worldwide, from Europe to the Middle East, the brand has maintained this educational mission, regularly conducting workshops. Its headquarters in Stockholm remains a creative hub where new products are tested and trends are born.

The brand's fragrance collection is a reflection of its versatility. In addition to perfumes, the portfolio includes scented candles that turn the home into an extension of personal style. Interestingly, the names of many fragrances, such as Fashionable Lifestyle or Holiday Luxury, directly speak to the inspiration — they are not abstractions, but tangible concepts from the world of gloss and desires, making them particularly close to the audience.

The Perfume Universe of Make Up Store

Make Up Store perfumery is a kaleidoscope of moods and situations. The brand does not strictly divide fragrances into male and female, following the unisex trend, and offers compositions for any occasion. The unifying feature can be considered a sunny, optimistic aesthetic with berry-fruit chords and delicate floral cores. In the assortment, you will find both juicy, playful options for the day and deeper, evening perfumes with vanilla and musky trails.

The perfume bottles reflect Scandinavian minimalism: concise design, clear lines, and the signature logo. This aesthetic consistency from packaging to fragrance makes the brand's perfumes recognizable. The collection is constantly updated, responding to audience demands, but retains the friendly and inspiring character inherent in Make Up Store.

The Most Popular Fragrances

Among the twenty-plus perfumes of the brand, several compositions have become real hits, loved for their character brightness and excellent value for money. The bestseller De Luxe embodies the very philosophy of affordable luxury — it is a warm, honey-vanilla fragrance with velvety woody notes, providing a sense of comfort and confidence.

For connoisseurs of delicate, pure chords, the favorite is Soie Blanche ("White Silk") — an airy combination of peony, freesia, and musk. For those looking for an energy boost, the fruity-floral Fashionable Lifestyle with notes of red berries and jasmine is perfectly suited. And to create a mysterious evening look, many choose the sensual Sable Noir ("Black Sable") with its dense blend of patchouli, vanilla, and pink pepper.

What Do Fans Say?

Reviews of Make Up Store perfumery often emphasize its "lightheartedness" in a good sense — these are perfumes for a good mood that do not claim to be niche masterpieces but consistently provide positive emotions. Users note that fragrances, such as Less is More or Le Soirée, are excellent for daily wear, the office, and informal meetings due to their moderate longevity and non-aggressive sillage.

Critics and beauty experts appreciate the brand for its clear positioning and honesty. Make Up Store perfumes are a story about style, not status. They fit perfectly into the image of a modern, active woman who values fashion trends but is guided by her own taste. This is a choice for those who see fragrance as the finishing touch of an image — light, fashionable, and always appropriate.