We are very excited to announce the arrival of Hickap – a vibrant and forward-thinking beauty brand that brings a fresh perspective to our assortment.
Launched in 2016 by Wilma Holmqvist, one of Sweden’s most influential beauty creators, Hickap was born from a desire to reshape the beauty narrative. Wilma’s vision? A brand that champions self-care, authenticity, and simplicity – without the pressure of perfection.
Since evolving into a full-concept beauty brand in 2020, Hickap now offers a wide range of skincare, makeup, brushes, fragrances, and accessories. With a strong online presence, retail success in Sweden, and growing visibility in Denmark and across Scandinavian duty-free, Hickap continues to resonate with a new generation of beauty lovers.
“We’re excited to welcome Hickap to our beauty family. It’s a brand that truly understands today’s generation – playful, smart, and purpose-driven. Hickap doesn’t just follow trends; it sets them, and we can’t wait to see our customers fall in love with the assortment”, says Charlotte Wieselgren, Product Manager Beauty.