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..!