Bianca Ingrosso, TV Personality and Founder of CAIA Cosmetics
Bianca Ingrosso is a well-known Swedish TV personality and influencer who has achieved great success under 30. In just five years, her beauty company, Caia Cosmetics, has reached a revenue of 526 million SEK ($50 million) and is expanding globally, with the US as the primary target market. With a massive following of over 1.6 million on Instagram, Bianca's authentic and relatable personality has helped her connect with her audience and build a loyal fan base. Bianca has also appeared on various TV and reality shows, including the HBO documentary "Empire Bianca." She is the star of the biggest prime-time talk show in the Nordics, "Bianca," where she has interviewed A-list Hollywood celebrities such as Jennifer Aniston, Adam Sandler, Dwayne Johnson, and Tyla, the recent Grammy nominee for Best African Music Performance.
Bianca's parents were 80s pop singers, and her mother, Pernilla Wahlgren, was Sweden's most beloved singer and actress. Raised with values such as teamwork, respect, and honesty, Bianca instills the same philosophy in her team at Caia Cosmetics. They are motivated by a collaborative, creative, and entrepreneurial spirit, a fundamental value of their business approach.
I met Bianca Ingrosso and Johanna Eriksson Hamrén, the CEO of Caia Cosmetics, and learned about their constructive approach to business.
Johanna Eriksson Hamrén, CEO of CAIA Cosmetics
Chan: What motivated you to pursue a career in the beauty industry?
Ingrosso: I grew up watching the best makeup artists work their magic for my mother's MTV music videos. Their artistry always fascinated me. As a kid, I dreamed of being a performing artist and working in the cosmetics business. So, I combined the two and created a more artistically expressive brand rather than just offering a range of color palettes.
Chan: What is the working dynamic like with a women-led company?
Ingrosso: Our female-led senior management team ran the operation. We elevate and inspire each other to another level I have not experienced before.
Hamrén: With a small team, everyone builds and executes. It's a close and collaborative team, and as the CEO, it's important to remember not to lose that creative culture and spirit when you grow. It's not just about the numbers, setting goals, and the performance. Our customers are totally on board with us being a female-led company, which is pretty rare in the beauty industry.
CAIA Holiday Campaign
Chan: You have an authentic, magnetic personality. I imagine that your fans feel the same way.
Ingrosso & Hamrén: Caia's community resembles a big, supportive family. Everyone loves her unique personality. Members ask for beauty and personal advice; we're always happy to help. It's a great place where everyone shares and supports one another.
Ingrosso: We had a public relations crisis regarding a holiday gift promotion. Customers were unhappy with mini products instead of full-sized ones. We owned up to our mistake, listened to our customers, and returned with a super campaign the following year. Customers were satisfied and willing to pay a higher price.
Hamrén: We reconciled, and our friendship with our fans grew stronger.
Ingrosso: We opened a Caia pop-up store, and the excitement was overwhelming. People camped outside for the grand opening; the community's support means everything.
Pop-Up Store Concept
Chan: You've grown so much, 50 million in 5 years. What contributed to that success?
Ingrosso: Timing is everything. Caia feels like an American brand, and our product is right for our audience, which was previously missing in Scandinavia. We don't follow trends but create timeless and suitable products for all ages and skin types.
Hamrén: Although our target audience is Gen Z, the brand has grown and appeals to older customers; we see mothers and daughters always shop together.
Ingrosso: We also deliver a monthly product launch, an exciting experience for the Caia community. The campaigns are like expressive melodies; we want the community to fall in love with Caia. It's like opening the door to Narnia; anything is possible.
CAIA Dewy Drops
Chan: What is your favorite Caia product?
Ingrosso: My go-to product is the Glow Bronzer. It's a mix of powder and cream that melts into your skin for a smooth, flawless, and airbrushed look. Plus, it keeps your skin hydrated. Women of all ages love this product.
Hamrén: I have little time to get ready in the morning with a busy family. My favorite is the Dewy Drop Foundation; it is a serum and a foundation with antioxidant properties, combined with our Blush Stick, and I am good to go. We have a Swedish word, "Lagom," which means just enough.
Chan: Bianca, you have one of the fastest-growing beauty brands in Northern Europe; you also have a clothing business and a jewelry line, and you are on prime-time television, so how do you take care of yourself?
Ingrosso: I have a strong and supportive team of women working with me. I aim to love life and never be bored, and I follow a morning ritual of dancing to music and lighting candles to find my inner peace. I make time for my family and attend therapy. I strive to be present and connect with people. It is about being a human.
When asked about their marketing strategy for entering the US market, Hamrén and Ingrosso emphasized their focus on building a sustainable business and establishing a trusted brand. They underlined the importance of taking their time and avoiding hasty decisions, as rushing can lead to mistakes. They plan to collaborate with renowned beauty experts, makeup artists, and micro-influencers, but they also recognize the need for flexibility and relevance in a rapidly evolving industry. As Ingrosso said, "To do the right things in the US is our priority. We're in this for the long run and will be selective in our strategy to build trust with the community."
