As an artist, you get used to wearing makeup for TV shows, performances and interviews. I noticed early on that I could look and feel more energetic and fresh with fairly simple means. This is what made me start thinking about this whole thing about good skincare and makeup for men, and making it easily accessible. Everyone should have the opportunity to feel like their very best self – every day.

Many men are very conscious and want to take care of themselves and look good. Today's definition of masculinity has been at the center of our work with EDO and our goal is to break old barriers and taboos around beauty care and makeup. With EDO, we want to offer a range of high-quality, sustainably produced products that can make men feel handsome and fresh every day. The line of products is designed so that you don't need any prior knowledge‚ we have already thought about you and created a smooth and easy routine.

Sustainability is the foundation of everything we do. We have invested a lot of time in finding Swedish, organic ingredients, sustainable packaging solutions and climate-compensated transport. It is important to me to make something that is authentic and produced with care for both people and the environment.

Below you can see my favorite products, the ones I'm most proud of right now: