Olehenriksen Teams up With Designer Anine Bing

If you’re swooning over Scandinavian fashion, Scandinavian beauty should be next on your radar. The laid-back, minimalist approach to skincare and makeup not only sparks joy, but feels effortless. Danish brand Olehenriksen has been embracing Scandi beauty for the last 40 years, and has created best-selling products like the Banana Bright Eye Crème and vitamin C-infused Truth Serum. To celebrate the brand’s big birthday in 2023, founder Ole Henriksen decided to go back to his roots and partner with another Dane, and friend, fashion designer Anine Bing.

OLEHENRIKSEN OLEHENRIKSEN Banana Bright+ Vitamin C Eye Crème 0.5 oz / 15 mL

“We are a Scandinavian-born brand and rooted in Scandi lifestyle and culture, which Anine has in common with us,” Rachel Berg, vice president of marketing at Olehenriksen, says. "Going into our 40th year, we wanted to make sure we enriched the storytelling around our heritage. We thought it would be really powerful for us to bring in an advisor who has undeniable influence in that space to really help shape our storytelling. Anine was that person, without a doubt, and came to mind first. We are thrilled to be partnering with her in a big way to bring our DNA to life on a global scale.”

Although the two brands are Danish-born, Bing, who founded her eponymous label in 2012, first became a dedicated Olehenriksen fan in the states. “I've been a huge fan of Olehenriksen for the past 20 years,” she tells BAZAAR.com. “I saved up to get my first ever facial at his spa at Sunset Plaza in L.A. when I had just moved to the city.”

Twenty years later, Henriksen has shared his beauty wisdom with Bing and even created a custom routine for her. “This partnership is match made in heaven,” she adds. “I'm a genuine fan of the products so it's really a dream come true. I’m excited to create content with the beautiful products, while sharing my Scandi aesthetic and point of view.”

Bing is known for her refined and chic pieces, and, similarly, Olehenriksen products are made to pack a punch without the need for a 10-step routine. “Ole and I have a similar way of thinking,” she says. “I design my clothing with the idea that less is more and make it simplified, and Ole has that exact same mentality when it comes to skincare. We both want to make it easy for women.”

While Bing and Henriksen have worked together in the past, this collaboration marks the beginning of a long-term partnership. As the global Scandinavian brand advisor, Bing’s responsibilities will include creating social media content with Henriksen, to working with local Danish content creators to showcase "hygge" lifestyle, which is a Scandinavian term that describes the feeling of “coziness and contentment evoked by simple efforts,” the brand explains.

“There’s no perfect translation, but hygee to me is when you feel centered,” Bing explains, adding that helping fans across the world understand and embrace “hygge” is one goal of hers during this partnership. “They are cozy moments. I had a hygge moment this morning–I put on the Cold Plunge Pore Face Mask, had my cup of coffee this morning, and let that moment center me.”

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Another Scandi attitude Bing hopes to share with Olehenriksen consumers is happiness that comes from caring for you skin. “Ole and I talked about how glow comes from within, and while it might sound cheesy, it’s true. In Scandinavia, we believe that when you are truly happy with yourself, the products can build off of that, but you still have to work on your inner self to get that glow," she says.

Bing will also work with local Danish content creators like Linda Hallberg to showcase authentic Scandi routines and lifestyles. “The Danish content creators are doing an amazing job of elevating their content, but doing it a simple way, like the Scandi mindset is, and inspiring others,” she says. “I’m excited to plan trips and fun activations with the group of creators.”

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