Brand Ambassador

French fragrance house Diptyque opens its first store in the Nordics in Stockholm. Diptyque London (Photo: Diptyque) Breaks NK exclusivity. The French perfume and lifestyle brand Diptyque is expanding in the Nordics. In spring 2027, the company will open the doors to its first standalone store in Scandinavia, located in Stockholm. The establishment marks a strategic change where the brand is moving from being sold exclusively through selected department stores to operating its own retail in the region. The new store will be located on Jakobsbergsgatan 6 in Bibliotekstan and measures approximately 100 square meters. Historically, Diptyque has had a restrictive distribution model in the Swedish market, where products have until now only been sold at Nordiska Kompaniet (NK) in Stockholm and Gothenburg. A new step for the Nordic market. The establishment in Stockholm is the brand's first physical presence in Scandinavia. Previously, its presence in the Nordic countries has been limited to premium players such as the department store Illum in Copenhagen and the niche perfumery Heaven Scent in Oslo. The company's decision to now invest in its own establishment indicates that the Nordic region has become an increasingly important market and may open up for more direct investments in the future. Regarding the company's e-commerce, at DiptyqueParis.com, Nordic customers currently encounter an English-language site with euros as the currency. The only exception is Norway, where prices are actually displayed in local kroner. The property company Hufvudstaden is behind the leasing in Stockholm and sees the establishment as proof of the relevance of the shopping area. Ehandel SE is pleased to welcome Diptyque to Bibliotekstan. The fact that the brand has chosen Bibliotekstan for its first standalone store in Scandinavia is clear evidence of the area's attractiveness, says Emanuel Westin, Head of Business Development Retail at Hufvudstaden, adding that the brand will be a valuable addition to the site's mix of international and Swedish players. Owned by British private equity. Diptyque was founded in 1961 on Boulevard Saint-Germain in Paris and was early on recognized for its unisex fragrances and handmade candles. Today, they manufacture fragrances, room fragrances and body care products. The raw materials are sourced from different parts of the world and the ceramics for their products are manufactured, among other places, in southern France. In recent years, the company has expanded its store network significantly, not least in the USA and Asia, and today operates 124 own stores globally. For the financial year 2024, the company reported revenues of approximately 200 million euros. Since 2005, Diptyque has been wholly owned by the British private equity firm Manzanita Capital, which specializes in brands in the beauty sector. Editorial Staff

The Daily Pretty Brief - September 6, 2026. By The Editorial Team / September 6, 2026 September 6, 2026 Can Heidi O'Neill make Lululemon feel exciting again? Heidi O'Neill is taking over as chief executive of Lululemon at a difficult moment for one of Canada's most recognizable brands. Lululemon helped turn leggings into a uniform and athleisure into an industry. Now analysts say the brand has become too predictable while competitors including Alo and Vuori have made the category feel new again. North American revenue has weakened, product launches have stumbled and some shoppers are questioning whether the clothes still justify their premium prices. Why this is interesting: O'Neill is credited with transforming Nike's women's division into a multibillion-dollar growth business. Her challenge at Lululemon is cultural as much as financial: understand how women want to dress, move and spend now, then give them a reason to become excited about the brand again. Body care is becoming the new luxury ritual. Diptyque has launched Les Rituels de Soin, its first complete body-care collection, with lotions, oils, scrubs and accessories organized around morning and evening rituals. Body care currently represents approximately 5% of Diptyque's sales. The company expects that share to reach 11% following the launch. Interest is already growing quickly: Google searches for Diptyque body oil reportedly increased 5,000% from last year. The larger luxury body-care market is projected to reach $27.8 billion by 2030. Why this is interesting: Luxury is becoming more private and personal. Instead of buying something primarily to be seen, consumers are spending on small daily experiences that make an ordinary routine feel special. For beauty and fragrance brands, body care also offers a more accessible entry into the luxury market than a handbag, hotel stay or expensive piece of jewelry. Lab-Grown jewelry is growing up. Meg Strachan founded Dorsey in 2019 with a different approach to lab-grown jewelry. Rather than making the technology the centre of the brand, she focused on recognizable design, editorial storytelling and pieces intended to feel like modern heirlooms. Dorsey is now an eight-figure business and has reportedly been profitable every year since launching. The wider category is moving quickly, too. In 2025, 61% of the American couples surveyed by The Knot chose lab-grown engagement rings. By 2030, lab-grown diamonds are expected to account for half of all diamond-jewelry unit sales. Why this is interesting: Lab-grown jewelry is moving beyond being marketed as the less-expensive alternative to a natural diamond. Dorsey is selling design, identity and longevity first. The material matters, but it is no longer the entire story. That is how a new category begins to grow into an established one. Building wealth takes more than cutting back, but earning more is not always an option. Money educator Tori Dunlap argues that women will not build lasting financial security by endlessly cutting every small pleasure. She says her own wealth came more from earning, investing and building a business than from extreme frugality. Her broader point is useful: a coffee or occasional dinner is rarely the real reason someone cannot get ahead. Large expenses such as housing, childcare and debt have a much greater effect on a family's finances. But earning more is not equally available to everyone. Many Canadians are already working extremely hard while groceries, housing and other necessities consume more of every paycheque. Negotiating a large raise, starting a business or taking on another job may not be realistic. For some families, cutting back is the only immediate option, not evidence that they lack ambition or discipline. Why this is interesting: Honest financial advice has to leave room for both realities. Growing your income can be transformative when the opportunity exists, and careful spending still matters. But families also need an economy in which hard work provides stability and paycheques go further. Why community is becoming beauty's most valuable currency. Beauty investors are beginning to treat community trust and cultural relevance as real business assets, rather than simply marketing benefits. When evaluating a brand, some investors are now looking beyond follower counts and viral products. They want evidence that customers return, make repeat purchases, attend events and trust the founder behind the company. A large audience may attract attention, but a genuine community can give a brand staying power. Why this is interesting: This changes what a valuable brand partnership looks like. Reach still matters, but trust is what makes that reach useful. The strongest communities are also reciprocal. When a brand contributes something meaningful, people remain loyal. When it appears to be extracting attention without giving anything back, that trust can disappear quickly. Like being in the know without spending all day online? Read The Daily Pretty Brief, and sign up for The Weekly Pretty Brief for a weekly email from The Editorial Team.