You know what they say, every day is a school day. Well, I've just discovered all the chicest people in Sweden rave about this one beauty brand – and it's just landed on UK shores.
If you haven't already been introduced, CAIA Cosmetics is the Scandi beauty brand behind some of the best lightweight foundations, the best blushers and their famous under-eye brightening colour corrector. While I wasn't the most familiar with CAIA, after a recent trip to Stockholm, I realised almost everyone in Sweden is wearing this beauty brand's products on a daily basis.
So, with it being my job to write about all things beauty, it was only natural that I took a trip to their flagship store to do some investigating and try the products for myself, of course. I got the opportunity to quiz several of the CAIA team members on the history of the brand, their bestselling products and even their personal recommendations, here's everything I found out – and the buys I stuffed into my luggage to bring home.
Introducing, the Scandi beauty brand that everyone in Sweden raves about
If you're like me, you might've seen ads for CAIA Cosmetics via social media, specifically the impressive before-and-after videos of the Wake Me Up Cream. However, I never quite gave the brand the time of day to do more research into it – wrong move from the get-go, trust me.
Fortunately, I had the chance to redeem myself during a recent trip to Sweden. While everyone there may already be well-acquainted with the brand, they thankfully now ship to the United Kingdom, so mark my words, I'm predicting everyone on UK shores will soon be talking about CAIA.
RRP: £25
Arguably the most well-known product that CAIA has to offer, well to me anyway, is the Wake Me Up Cream – an under-eye colour corrector. This super creamy formula does a stellar job at brightening, concealing and neutralising any blue tones of the under-eye region, banishing dark circles for a smooth, radiant finish. You can use on its own or as a base before concealer for an ultra flawless finish.
RRP: £25
Boasting a unique powder-to-cream formula, the Glow Blush has a creamy, buildable texture that melts into the skin for a natural-looking flushed finish. It's also equipped with a soft shimmer that subtly reflects in the light, further boosting the radiance of your complexion. With nine shades to choose from, including coral reds to mauve pinks, there's something for everyone.
RRP: £33
Combining the benefits of a serum with the coverage of a foundation, Dewy Drops delivers an ultra lightweight, natural-looking finish with buildable light to medium coverage for that second-skin appearance. Enriched with glycerin and vitamin E, this formula not only works to even skin tone and offer a blurred, dewy finish, but also helps to smooth, hydrate and nourish the skin too.
RRP: £40
Boasting the same unique powder-to-cream formula as the Glow Blush, you can say goodbye to streaky, patchy applications with the Glow Bronzer. Its creamy, buildable texture allows you to customise your level of warmth for a seamless, naturally sun-kissed finish. Not to mention, it's also equipped with a subtle shimmer that works to blur and boost luminosity of the skin.
RRP: £24
That Extra Hydration Spray is a two-in-one product, combining the powers of a setting spray and a hydration mist in one formula that helps to set and melt makeup together at the same time. Enriched with antioxidant-rich extracts, you can use the mist on your bare face or over the top of makeup to give your complexion an instant refresh or hydration boost.
RRP: £17
Arriving in four shades, these tinted lip balms combine the high shine effects of a lip gloss with the moisturising benefits of a balm, while also leaving your pout feeling silky soft. The formula is enriched with peptides, hyaluronic acid and collagen, which works to firm, soften and hydrate the lips.
For someone who had never tried a single formula from the brand just a mere few weeks ago, it's impressive how many products have worked their way into my daily makeup routine. My favourite buys so far include the Wake Me Up Colour Corrector, the Cicasense Essence, the Soft Melt Peptide Lip Balm and the newly launched Sun Filter Duo Palette.
The brand might've gone from turning over SEK 8.7 million (£687,500 GBP) in revenue back in 2018, their first year of trading, to over SEK 800 million (£63,210,400 GBP) by 2025, but that isn't what the brand is most proud of.
As Johanna Eriksson Hamrén, CEO of CAIA Cosmetics, notes: "What we’re most proud of isn’t any single number, it’s the fact that CAIA has become part of people’s everyday beauty routines. Building that kind of long-term relationship with customers is much harder than creating a short-term buzz, and it’s something we’ve focused on from day one."
Your CAIA Cosmetics questions, answered
During my time on the trip, I had the opportunity to ask a few of the CAIA Cosmetics team members some of my burning questions about the brand. From their bestselling products for mature skin to the one thing you should know about the brand...
Which CAIA products are best for mature skin?
For those wondering which of the brand's products are actually worth adding to your basket, Carolina Benita, Celebrity Makeup Artist and Global Lead Makeup Artist at CAIA Cosmetics, advises: "I think everyone should keep their skin hydrated and glowing, but sometimes mature skin needs a little extra love, that’s why I love That Extra Hydration for mature skin. You can use it before, during and after makeup to boost hydration and give the skin a fresh, healthy-looking glow."
Additionally, it's worth opting for more lightweight products, Benita adds: "I also recommend products with creamy, lightweight formulas that blend seamlessly into the skin. Our Glow Bronzer and Glow Blush literally melt into the complexion and create a beautiful glow from within, rather than sitting on top of the skin. They add warmth and radiance while keeping the finish natural and effortless."
What are CAIA Cosmetics' 6 bestselling products?
If you were wondering which formulas are the six bestselling buys from the brand, Benita shared the exclusive intel with us: "Dewy Drops, That Dewy Look Spray, Glow Bronzer, Wake Me Up Complexion Enhancer, Soft Melt Lip Balm and Glow Blush"
What's one thing need to know about CAIA Cosmetics?
If you needed to know one thing about CAIA Cosmetics, Johanna Eriksson Hamrén says: "You don’t have to choose between quality and price. We built CAIA on the belief that beautifully made, high-performing beauty products shouldn’t be a luxury, they should be accessible to more people. Every product is created with a focus on quality, performance and confidence, and we think you’ll feel the difference from the very first use."
In fact, ensuring the customer is paying the lowest price possible is one of CAIA's core values, Hamrén adds: "Accessible quality is why CAIA exists. We obsess over the formulas and the finish, then work hard on everything behind the scenes, from sourcing to how we go to market, so the customer never pays for anything unnecessary."
Does CAIA plan to open stores in the UK or be stocked in other retailers?
While CAIA has always been a direct-to-consumer brand since its launch in 2018, for a loyal and flexible experience for customers, Hamrén says the brand has made strides for UK expansion in 2026. "This year, we’ve made our biggest commitment yet to the UK market by launching a local warehouse, enabling next-day delivery across the country. It’s part of our commitment to delivering a seamless customer experience at every touchpoint."
As for physical stores and being stocked at UK retailers, Hamrén notes: "We’re always open to opportunities that add value for our customers, but our current focus is on continuing to strengthen our direct relationship with them. Watch this space."
