I was longing for a high-end organic skincare line.
A skincare line especially suited for the ever-changing Scandinavian climate is the idea behind the brand M Picaut. The products are today available in about 50 different beauty salons and spas, in six countries around the world. And new exiting product are on their way…
What was most important to you when planning to create M Picaut Swedish Skincare?
I wanted to clearly position us as a luxurious and high quality brand. Mild yet effective and locally produced. By doing this, really differentiate our brand from other organic brands. As a connoisseur you start with the best, the experts. So the journey started with the skin therapists discovering the brand. Today there are about 50 salons around Sweden that offer our spa and beauty treatments as well as our products. The journey has been fantastic and I’m incredibly proud of being able to work with many of the country’s finest skin therapists.
What was it you were missing on the Swedish skincare market?
Something that was both organic and results-oriented, containing the same product patents as in the big famous skincare brands available at the salons. The Bio-Tech ingredients are today by laboratories from both Switzerland and France. By offering the customer the best from two worlds means that they can now switch their usual brands to ecoluxury, without having to compromise the active ingredients. I also noticed that many people were etheric oil-intolerant so it became a challenge to create products that suited the variable Scandinavian climate. With other words; a climate-friendly ecoluxury line.
Which was your very first product?
We launched four products at the same time. The concept based on “Less is More” offered a cleanser, facial tonic, serum oil and an anti age cream containing Sea buckthorn and anti age peptides as our signature ingredients.
All the products are produced in Sweden. Why?
We really love being able to offer a product that is locally produced. In our case they’re all made in Mora, Sweden and I couldn’t imagine them being produces anywhere else but Sweden. We have very successful Swedish brand within the music and fashion industry. So why not skincare? We are confident that we’ll be able to offer attractive working positions. It simply feels right in so many ways.
Why are you making such an effort with organic ingredients?
I come from a family where organic was so natural, even before the word organic even existed. Dad, who was an architect, was very interested in how to use the earth’s resources in the best way. He almost
He almost only ate organic food and was very particular about quality. And regarding health and beauty, my mother was always very alternative. Just like me. It must have come to me in the mothers milk!
Which is your favorite ingredient and why?
Sea buckthorn! It’s such a super berry and a skincare hero. Just to mention a few advantages; it is cell rejuvenating and anti-inflammatory. It strengthens the skin’s barriers and at the same time it’s mild and great for dry skin.
What is your skincare philosophy?
Easy! Less is More. To offer a multi-function product. For example; our facial peeling is a 2-in-1 mask containing both soothing patents as well as anti age ingredients. Basically 4 four functions in one jar. That’s how I would have liked it, instead of buying several different products.
How do feel today, looking back at the journey of M Picaut?
If I’d say that it hasn’t been to hard, I’d lie! But I’ve known the whole time that I have a product above the average. This has given me courage and strength to keep on going. I’m also grateful for all the great advice I’ve been given along the way.
How many M Picaut products are available today?
We offer 10 consumer products and about 15 products to professional skincare salons and spas.
How many countries is the brand available in today?
In Sweden, Denmark, Germany, Poland and we just launched in the U.S and Norway. During 2016 we’ll be expanding in Norway and Sweden.
How many new products are on their way?
As of now we are testing a facial mask with special features. The cold weather we have right now is great for the final adjustments of the product, with under freezing temperatures outside and dry air inside. We are always up new innovative projects, so more news are coming soon…
How do you see your future?
The challenge, when being in the same world as the cosmetic giants, is to be noticed. But we’ve received a lot of attention these last few years giving that magic feeling “it’s about the happen”.
Our focus will continually be on the ingredients and we’ll do our best to positively surprise our customers and also to listen to their opinions. In 2015 many celebrities discovered the brand, which we appreciated. I love surprises..!
News from M Picaut: “Hydration Serum for a Sun-Kissed Glow”
Say goodbye to dull winter skin with Golden Elixir Self Tan Drops. A moisturizing serum and highly concentrated self-tanning drops with sea buckthorn and aloe vera. “This gives your skin both a golden hue and a delightful vitamin boost!” says Mette Picaut, founder and CEO of M Picaut Swedish Skincare. With Golden Elixir Self Tan […]
News from M Picaut: “Luxurious Herbal Teas with Beneficial Effects”
Ecoluxury Herbal Teas are blends filled with pure and organic herbs that balance the body, promote better sleep, and enhance skin health. “Our herbal teas are both flavorful and beneficial. This is true beauty from the inside out!” says Mette Picaut, founder and CEO of M Picaut Swedish Skincare. Thanks to these new functional herbal […]
How hard can it be to develop a CBD product in 2023?
Magazine Scandinavian Mind askes founder Mette Picaut on lessons learned launching her first CBD product in 2023… How hard can it be to develop a CBD product in 2023? Trickier than you may think, just ask Mette Picaut. Mette Picaut is the founder and CEO of skincare brand M Picaut, based on the Swedish west coast […]
News from M Picaut: “Light-reflecting Minerals for Magical Glow”
A glamorous fusion between facial cream and illuminating makeup base. Galactic Glow CBD Moisturiser takes care of the skin and adds a subtle shimmer. “The most beautiful thing is natural skin, and this product highlights just that!” says Mette Picaut, founder and CEO of M Picaut Swedish Skincare. The trend of extra facial glow has […]
News from M Picaut: ” Moisturising facial toner with aquamarine crystal”
Aquamarine Bliss Treatment Toner is a new generation facial toner with a treatment effect. Thanks to its serum-like consistency and vitamin-rich ingredients such as cloudberry, prebiotics and aquamarine crystal.– This is an advanced facial toner that treats and moisturises your skin on multiple levels,” says Mette Picaut, founder and CEO of M Picaut Swedish Skincare.M Picaut Swedish Skincare […]
News from M Picaut: “Face mask with Swedish algae, Nordic cotton and rock crystal”
Rock Crystal Clear Treatment Mask is a mild but yet effective face mask with algae, Nordic cotton and rock crystal that is aimed at more than one generation. – It works both as a cleansing face mask for the teenager and as a glow mask for mom and dad, says Mette Picaut, founder and CEO […]
News from M Picaut: “Golden cleansing balm with Amber och Cloudberry”
Golden Amber Probiotic Cleansing Balm is a cleansing balm and make-up remover that strengthens, calms and protects the skin. – To cleanse our skin is an important part of our skin care. Everyone has the right to a balanced skin! says Mette Picaut, the founder and CEO of M Picaut Swedish Skincare. The idea behind the latest […]
“Empowering Women” – Fair Trade Sheabutter
The Shea Butter in M Picaut’s products comes from a Ghanian women’s cooperative. The Fair Trade business empowers the women and give them a stabil income. Shea Butter is natural and vegan with amazing and moisturizing nourishing properties. The butter comes from the African Shea nut. There, it has been used for thousands of years […]
News from M Picaut: “Serum with bakuchiol gives magical glow”
Gold Magician Firming Oil is an oil-based serum with the “natural retinol” bakuchiol and carotenoids that give the skin a deep, golden skin tone. – The result is a firmer complexion with a magical glow, says Mette Picaut, founder and CEO of M Picaut Swedish Skincare. Gold Magician Firming Oil is the new gold nugget […]