A celebration of mothers, makeup, and the messages we pass down.

We’ve always believed beauty isn’t something you fix or chase. It’s something you are. 

This May, we’re celebrating that truth by honoring the women who taught it to us first—our mothers, grandmothers, godmothers, and chosen family. The ones who saw us before we saw ourselves. The ones who showed us what love looks like. What presence feels like. What beauty really means.

To mark Mother’s Month, we invited families into our Hudson store for an afternoon of connection, conversation, and yes, makeup. The result was something more powerful than we imagined. A living expression of everything FACE Stockholm stands for: warmth, play, legacy, and the everyday magic of being seen.

There were fresh florals. A little lipstick. A little chaos. And a lot of laughter. We welcomed grandmothers, daughters, godmothers, and brand-new moms still learning to hold both themselves and their babies. We captured reflections on what it means to mother—and to be mothered. We saw how beauty lives not just in the mirror, but in the way women support, shape, and witness each other.

We asked everything from “What makes someone beautiful?” to “What do you want to pass on to the next generation?” We even asked the kids why people wear lipstick. 

The answers weren’t rehearsed. They were real. Funny. Honest. Moving.

And they all came back to the same truth:  Beauty is kindness. Confidence. Joy. It’s being bold. Being loving. Being yourself.

✨ Beauty is who you are. ✨And makeup? That’s just the confetti.

Who Is Featured

We were so lucky to be surrounded by such incredible women for our Mother’s Month campaign, including filmmakers, psychotherapists, creators, dancers, and more. Here are all of the women we featured: 

Erika Velazquez Alpern, Amber Van Moessner, Molly Wolosky, McKinley Williamson, Elan Bogarin, Sidra Agosto, Maxine Craig, Kyla Schmidt, Anne Christman, Rachel Arnwine, Katiushka Melo, Hannah Milkins, Martina Arfwidson, Gun Nowak, Nikki Pettu, Elena Mosley, Kim Traudt 

Why This Matters to Us

This campaign is deeply personal. FACE Stockholm is—and always has been—a mother-daughter company. Founded by Gun in 1982 and now co-led by her daughter Martina, FACE is built on the same values that shaped this campaign: self-expression, presence, curiosity, courage.

For us, makeup is a ritual, not a performance. It’s a form of creativity, not correction.
It’s how we celebrate who we are—not how we cover it up.

A Gift to Celebrate

As part of this month-long celebration, we’re offering a special lipstick promotion:
Buy one, get one 25% off—across all three of our signature formulas.

Because beauty grows when it’s shared.
And this month, we’re sharing it generously.