“In the early 1980s, FACE Stockholm founder Gun Nowak owned three of the hippest fashion boutiques in Sweden. FACE Stockholm grew out of her frustration at not being able to find makeup to match the neon fashions of the time. “I didn’t set out to do makeup” says Nowak, “but I wanted every color and I couldn’t find them anywhere. I saw the opportunity.” Starting with her first shop in 1982 in Stockholm, FACE Stockholm was an immediate success.
As the business grew, Gun turned to her daughter, Martina Arfwidson, for help. Sharing a passion for color and design as well as a playful sense of humor, Gun and Martina have formed a unique partnership, carving an exemplary niche for themselves in the cosmetics business.
Their values are reflected in every detail of the FACE Stockholm brand: from the clean, welcoming boutiques, impeccable service and top-quality product, to the nurturing of top-notch makeup education and artistry. But it is their commitment to discovering the deeper meaning in their work that has kept them devoted to FACE Stockholm for over 30 years. “Putting makeup on a woman is such an intimate experience,” says Martina. “Rarely do you get so close to someone — maybe with your doctor or your family — but it’s a beautiful interaction. It allows you to see who people really are. And I think this interaction is the essence of what FACE Stockholm is all about: making women feel good about themselves. That is the part of our work that we both love.”
“I don’t think we would enjoy the work as much if it weren’t for a deeper purpose,” says Gun. “I think makeup is wonderful and fun because it can be like theater — it allows you to play and to act out whatever you want to be. But the most important thing that we want to express to our customers is that we are all beautiful, in one way or the other.”
FACE Stockholm is still owned and operated by Gun and Martina and is available worldwide.
HELEN - Lead Educator & Makeup Artist
Helen has been a makeup artist for close to 35 years! Time flies when you are having fun! Her makeup journey started in Sweden where she was born and continued when she moved to New York to pursue her career further. She worked in fashion, the music industry and did commercials and lots of celebrities traveling the world. Later, she put together a makeup school for Face Stockholm and became their Educator/Lead Makeup Artist.
She loves helping clients feel beautiful in their own skin, gently bringing out their best features. Her number one obsession: making skin look fabulous with the right products and tools.
She has lots of tips and tricks up her sleeve! Consultations available in Swedish or English
ROSALIE - Makeup Artist
Rosalie started studying cosmetology at 16. From the moment she learned the fundamentals of makeup artistry she knew that she had found her passion. With a love for painting, she saw makeup artistry as a mix of painting and sculpting: learning how to put the color wheel to use on the skin, as well as enhancing and diminishing using variations of light and dark. She loves teaching simple techniques to cover or enhance a clients problem area or favorite feature and to have them feel confident in the fact that they too can achieve this look on their own.
She loves to show clients that it is not necessary to cover up their gorgeous faces with layers and layers of makeup. That in fact, they can achieve a beautiful, finished look with just 5 products if they wish. But she always encourages their creativity in bolder looks if that is what makes them smile.
Makeup is about shining from within as well as a bit of color or sparkle on the surface for fun.
ROCHELLE - Makeup Artist
Rochelle has been a beauty and skincare fanatic since a young age. Mostly self-taught, she honed her skills at Mason Gross School of the Arts, where she learned classic stage makeup techniques. Understanding how to manipulate age for a specific character and how lighting affects shadow, was critical in developing her ability to trick the eye, create facial volume, contour, a look of happiness, health - almost anything is possible!
She continued her studies, under the instruction of Lead Educator at FACE Stockholm,Helen Andersson, over a decade ago. Her continued work in film, television and stage keeps her up to date on current trends and techniques. Her favorite look is natural, dewy and glowing - never overdone.
Her favorite thing is to teach how easy and simple it can be to achieve the look you want. Basic technique, the right tools and a little patience is all it takes.
ANNE - Makeup Artist
Anne has a background in fine art and a BFA from Alfred University. A lifelong goal to work in anything creative has naturally led her to makeup. She started her training with Makeup Forever and continued her education with FACEStockholm's Lead Educator and Makeup Artist Helen Andersson.
Some of Anne's strengths include color matching, false eyelash application and eyebrow penciling/painting from scratch. Anne is passionate about her own artwork and loves to oil paint. In addition, she contributed her makeup application skills to local film productions.
She loves spending time with friends and family, a good book, a well-made cappuccino and her dog Pepper.