About us

We’re Agnes & Filippa Gyllensvärd – two sisters, best friends, and lifelong beauty lovers.

Born and raised in Gothenburg, shaped by years in Paris, London, Stockholm to name a few, we’ve always shared a love for beauty that’s simple, effortless, and fun.

As teens, we spent most of our days testing every product and hair tool we could find – then running to our friends to share our latest discoveries. That obsession never really faded. In fact, it evolved. Over the past few years, we’ve been extra deep in the world of heatless curls, trying every technique, every clip, every fabric, and tool we could get our hands on.

Since we were about 14, we’ve been dreaming of building a place like this. And now – it’s live (!).

This shop is our little universe of everyday luxury – where we collect our favorite tools, spotlight the brands we love (if they’ll let us), and design our own hair essentials when we can’t find exactly what we want. Think elevated, effortless staples for every hair type and every day.

But more than anything, our dream is to build a community. A soft space where beauty feels inspiring, personal and shared. Through this shop and our social channels, we want to connect, exchange tips, celebrate all kinds of hair, and grow something real – together.

We believe beautiful hair should feel good, not complicated. And that everyone deserves a good hair day – without needing to break the bank. Our mission is to keep things inclusive, thoughtful, and full of soft power. You’re always welcome here.