In a Nordic beauty landscape known for minimalism, artistry, and fierce consumer loyalty, CAIA Cosmetics continues to dominate with a creator-led strategy that combines Swedish identity, performance-driven influencer partnerships, and a community-first mindset.
Founded by Swedish creator Bianca Ingrosso, the brand has evolved far beyond its influencer origins. Today, CAIA stands as Sweden’s number one beauty brand on Instagram, proving that a locally rooted, data-led creator strategy can translate into long-term national dominance.
According to Kolsquare’s 2025 European Beauty Ranking, CAIA once again holds the top position in Sweden’s beauty ecosystem, fuelled by consistently high creator engagement and a sharp understanding of what Swedish consumers want in both product and content.
CAIA’s trajectory began with Bianca Ingrosso’s enormous cultural influence within Sweden, but the brand’s staying power is rooted in something deeper than founder fame. Much like other creator-led success stories, CAIA has transformed initial star power into a true ecosystem of advocates, creators, and loyal customers.
Where some influencer-founded brands plateau when the founder’s relevance shifts, CAIA has done the opposite. It has broadened its narrative, championed an inclusive community of Swedish beauty creators, and allowed the brand to take on a life of its own.
This evolution aligns closely with patterns seen in other European creator-driven brands, such as Gisou, which follows a similar transformation from "brand with a face" to "brand with a following".
Across January to June 2025, CAIA generated:
This volume and velocity of content matters. According to Kolsquare’s methodology, this data comes from analysing 2.3 million beauty posts and nearly 700k influencers with 5k+ followers, reflecting the most comprehensive cross-market analysis of its kind.
CAIA consistently ranks as one of the most mentioned beauty brands in Sweden within this dataset, outperforming many international giants on EMV efficiency relative to market size.
One of CAIA’s greatest strengths is its deep anchoring in Swedish culture and aesthetics. Where global beauty brands often rely on broad, universal messaging, CAIA leans heavily into:
This localisation mirrors the strategy that helped Gisou rise across the Benelux region, where creators with regional authority outperform global ambassadors on engagement and trust.
CAIA has built something similar in Sweden: a homegrown aesthetic movement powered by creators who genuinely reflect the brand’s identity.
While Bianca’s visibility remains influential, the backbone of CAIA’s organic power comes from micro and mid-tier creators. Swedish beauty creators with between 10k and 100k followers form the brand’s most active and credible advocates.
This group delivers:
These posts perform because the creators often speak directly to Swedish consumer behaviour: pragmatic, detail-oriented, and highly driven by peer endorsement. In this sense, CAIA’s reliance on micro creators aligns perfectly with the Scandinavian preference for authenticity over hype.
CAIA has succeeded not because of sporadic influencer pushes, but because it has built a stable, repeatable, and community-driven influence engine, powered by:
This mirrors the structured influence seen in other top-performing European brands, which have turned what began as creator-led brands into long-term ecosystems.
The result is stability: CAIA’s ranking doesn't fluctuate dramatically month to month, which is uncommon in beauty categories where trends move fast.
Three clear strategic levers explain CAIA’s ongoing success:
Rooted in Swedish beauty culture, CAIA understands its audience intimately. It speaks their language, embraces their aesthetic preferences, and works with creators who feel like peers rather than celebrities.
CAIA activates both macro and micro profiles, creating a multi-layered ecosystem where content feels both aspirational and accessible.
Creators don’t just mention CAIA, they embody it. This emotional connection, backed by a high volume of posts and strong engagement, delivers an EMV efficiency that few brands in Sweden can match.
CAIA Cosmetics is a clear example of what happens when a beauty brand combines cultural relevance, influencer credibility, and structured creator strategy. In 2025, it remains Sweden’s strongest beauty player on Instagram not simply because of visibility, but because of resonance.
CAIA has built more than a brand. It has built a beauty identity that feels unmistakably Swedish, deeply creator-led, and impossible to replicate.
Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.
Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.
With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, X (Twitter), Facebook, YouTube, and Snapchat.
As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.
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