Behind the venture Meira Beauty are Meira Omar and Oskar Nordstrand, who have jointly launched the website Meirabeauty.com. The business model currently relies on directing all e-commerce to Lyko, which has exclusive rights to sales.
Meira Omar has a background in television and music. She had her big breakthrough in the Swedish version of the Netflix series Love Is Blind Sweden (2024). Following her appearance on reality TV, Meira established herself as an artist by participating in Melodifestivalen for two years in a row. She has also previously lived and worked in Mumbai, India, as a dancer and actress in Bollywood.
Now, the couple is taking the step into the beauty industry with a perfume as their first product, which shares the name of Meira's first musical contribution in Melodifestivalen.
The vision of a joint creative project has been as obvious to us as our first yes at the altar three years ago. We have worked hard and long on this first launch, and being able to start the journey together with Lyko feels natural in so many ways, say Meira Omar and Oskar Nordstrand.
In our eyes, Lyko is perhaps the most exciting player in the industry, courageous, entrepreneurial and with a close relationship with its customers that we really identify with. They have both the energy and the platform required to give Hush Hush the introduction it deserves.
The price of the fragrance is 595 Swedish krona during the initial launch days, then it will be 695. In the long term, there are plans to add more items to the range.
To generate sales during the sales launch, the digital presence is complemented by an event in Lyko's physical store on Drottninggatan in Stockholm on Saturday, where Meira Omar will perform.
This launch really feels like a dream come true and extra fun to be able to connect the perfume to my music, says Meira Omar.
The strategy behind the setup means that the two parties share the responsibility for the customer journey. The founders can focus entirely on building the brand and driving marketing for the products, while Lyko takes over the entire e-commerce business and provides the underlying technology, payment solutions and physical logistics chain.
Working with Meira and Oskar has been genuinely fun, they have had a clear vision all the way and know exactly what they want to build. We are proud to launch Hush Hush exclusively and happy to be involved from the start, says Charles Yousef, Global Category Manager for Perfume at Lyko.