“My wife has been a makeup artist for donkeys of years, without revealing her true age [laughs], and she would buy these fabulous brands when she was abroad doing work. So she wondered why no one made a store with all of these amazing brands and how come you can’t find them in Sweden? I thought it was a brilliant idea and it’s been eleven years now since we opened Cow.”

“Once we decided to do it, it took us more than a year to finalize the brands. We focus on carrying the best products. We need strong lines, where the whole brand is strong because it is about our credibility. It makes life so much easier; I don’t need to fool anyone. The customer knows if Cow carries it, it’s bound to be good.”

“The most recent brand that we launched was Editions de Parfum de Frederic Malle and it hasn’t been available in Sweden before. For me it is the best fragrance line in the world because Frederic Malle, who comes from a fragrance family, asked perfumers to have creative freedom and create whatever they like and Malle works as an editor. So some of the world’s best perfumers are getting to create scents with artistic freedom.”

“I think from the outside if you look at our custom you would assume that she had a great consciousness about trends and was super young, but our customers span from eighteen to women in their seventies living all over Sweden.”

Photos by: Aimee Blaut