Sweden’s cosmetics brand IsaDora launches in the US

Sweden-based Invima has launched its cosmetics brand IsaDora in the US on Walgreens.com.

Introduced in 1983, the brand develops fragrance-free formulations that are available across 6,000 department stores, perfumeries, and pharmacies in more than 40 countries. It launches five new collections a year.

The clinically tested, cruelty free products feature an ingredient list offering full transparency.

In addition to fragrances and accessories, the brand’s portfolio includes a variety of makeup products such as eye shadow, eyeliner, makeup brushes, mascara, compact powder, and lip liner.

The brand will initially offer beauty offerings on Walgreens’ website, with plans to introduce seasonal colour collections in the future.

IsaDora chief creative officer Ingrid-Marie Johansson said: “We are thrilled about our new relationship with Walgreens.com and their confidence that IsaDora will complement their line-up of cosmetics.

“Launching online gives us instant opportunities and a nationwide consumer reach.

“They’ve been aggressive in creating a superior experience for their beauty shopper and in embracing brands that not only offer amazing products, but also concentrates on remarkable formulations and innovations.”

The cosmetics brand is represented by fashion model Xenia Deli, who shares beauty tips on the brand’s website.