One of my favorite things about running The Formula is chatting with creative babes about their beauty inspiration. So when I sat down with the Swedish sister duo behind the cool digital glossy Odalisque Magazine for Refinery29 I was pumped. Sandra Myhrberg dreamed up the site and is now the editor-in-chief and creative director with her younger sis, Michaela, as her right hand (wo)man. See what this inspiring duo says about their enterprise, their must-have beauty products and peep some extra images from our shoot.
“My sister and I didn’t feel like there was a platform for us so we wanted to create something of our own. We started Odalisque Magazine about a year ago and the main focus is the visual beauty, which is why we don’t have so much writing at the moment. A lot of fashion magazines are really nice but they mix too much and it can become overly commercial — we wanted to stay away from that.
“I went to art school in Finland and wanted a job where I could travel. So I decided to pick up hair and makeup. Working with hair is like sculpting and doing makeup is like painting. I moved to Stockholm and applied to work with Björn Axén, probably the best salon in Sweden. Björn said that I could take five models and film my styling then come in for an interview. So here I am this little girl from Finland walking around Kungsträdgården trying to find some models, I didn’t know anybody in Stockholm (laughs). So I dragged some girls down and did my video. The next day I went to see Björn and I got the job and got into his creative team. It’s been great fun we did all the shows in New York and I was working with the royal family.
I headed to Stockholm Fashion Week to get the full story on Swedish beauty. Before heading behind the scenes of Ann-Sofie Back’s Fall 2013 presentation, I visited the intellectual designer in her home. Get all of the designer’s pretty insights below and see the stellar hair and makeup looks from backstage at the show.
As part of a regular segment that I do for Makeup.com I shoot babes on the street and ask them about their beauty must haves. Last week I spotted a student in Stockholm with the best brows. Check out the details for her minimal look here.
“I studied photography in high school and then went to art school for painting and illustration. I loved painting but I was never going to be able to make a living from it. I like things to move quickly and I love photography because its more immediate, the idea goes form your head and into the camera. I also have a blog with a Swedish magazine, Damernas Värld but I identify more as a photographer because in Sweden we have a particular culture around blogs. The photos that I post on my blog follow my life and career I never put up any images of the actual work I do. The editorial or final shots always go up on my portfolio. Having this delineation helps me to keep the two separate.”
Last week I spent a morning at home with Stockholm-based DJ Rebecca Brage. Here are a few pictures from our shoot for L’Oreal’s site Makeup.com. Catch the full story to see more photos and hear about Rebecca’s beauty routine here.
I didn’t NEED to travel to Stockholm to fall in love with Swedish brand SACHAJUAN, but c’est la vie. Because although I recognized their products back in New York, it wasn’t until I arrived in Sweden — and after a week of using Head and Shoulders — that I was inspired to try it out. In Stockholm, SACHAJUAN is everywhere, and now I understand why. After examining (and smelling) every one of their bottles at Åhlens, I settled on their most basic Shampoo for Normal Hair. It smells and works amazing especially as a clarifying shampoo that won’t weigh your hair down. The line is based around “ocean silk technology,” which adds shine to your locks while keeping them bouncy by utilizing key proteins found in sea algae extract. My favorite summer find in Stockholm so far.