With the concept Forever Iconic, a new chapter begins, where Make Up Store’s timeless expression and professional heritage merge with the looks of tomorrow and a renewed creative pulse. Audiences are invited behind the scenes to see how products are used by makeup artists and to get closer to the brand’s professional core.

The new range combines innovative novelties with updated classics — featuring premium formulations, professional performance, and a distinctly Scandinavian aesthetic that inspires creativity, confidence, and self-expression. From quick backstage touch-ups to everyday must-haves, Make Up Store’s products are designed for everyone: easy to use, effective, and timeless.

The relaunch kicks off now with a complete makeup collection, complemented by an exclusive line of high-quality brushes and tools. This week marks the release of a major product drop, featuring hero products such as high-performance bronzers, blushes, and highlighters developed with advanced prism technology. Initially, the assortment includes 100 vegan, European-made products, with an additional 200 planned for future release. The collection features updated classics like Wonder Powder, Multi Lash Mascara, and Cover All Mix, along with new additions such as Eyeshadow Sticks, Face Sticks, Setting Powder, and a much-anticipated Setting Spray.

“When we acquired Make Up Store in 2021, we saw tremendous potential to carefully refine one of the Nordic region’s most iconic beauty brands. Four years later, it’s incredibly rewarding to see the result — a brand that has preserved its soul while being revitalized through modern design, innovative formulations, and a clear focus on sustainability and performance. Make Up Store remains forever iconic — but now ready for the future,” says Rickard Lyko, CEO and Founder of Lyko.

The full assortment will be available exclusively online and in-store at LYKO, as well as at makeupstorecosmetics.com.

Welcome to discover Make Up Store!