A woman applying mascara and an image of mascara surrounded by water. The background is pink.


From Numbers to Glamour: Laila Högfeldt’s Rise as a Beauty Mogul and Digital Influencer

Laila Högfeldt, prominent beauty entrepreneur and influencer - with over 200,000 followers - is driven by her passion for taste and beauty. In the Digital Influencer Podcast, Laila Högfeldt talks about her journey from accountant to beauty queen, as well as where Lenoites is headed.

“If we look ahead three years, I believe we will have conquered parts of Europe, especially Germany and Denmark. In Sweden, I think we will have grown significantly and rapidly. Henrik and I guess that we might be turning over 100 million and have taken our first steps into the American market, as well as starting to work towards Asia,” says Laila Högfeldt.

Laila Högfeldt, CEO and founder of the incredibly popular beauty brand Lenoites, has over 200,000 followers on TikTok, Instagram, and YouTube and is one of Sweden’s leading digital influencers. Previously, she ran Sweden’s most popular beauty and lifestyle blog. However, her career began as an auditor. With a master’s degree in business administration from the University of Borås, specializing in external accounting, she first worked at the Swedish Tax Agency before moving to Aronsson & Co. Accounting Firm in Borås.

Despite a promising career in auditing, she chose in 2017 to follow her passion and fully commit to her social media presence as an influencer. Laila has collaborated with major names in the beauty industry like Armani Beauty, YSL Beauty, and Lancôme on her social media platforms. Her Instagram account has 99.8k followers, and on TikTok, she has an impressive 108.7k followers. Even though her YouTube channel, with 4,220 subscribers, is not as active today, it demonstrates her wide reach and engagement. In 2021, she founded the beauty company Lenoites, where she is currently the CEO.

“I developed the product based on my followers’ wishes, resulting in an eyelash serum that is now one of Sweden’s bestsellers,” she explains.

The beauty brand has had a flying start. Lenoites offers a wide range of makeup, skincare, and hair care products, as well as a smaller selection of accessories like jewelry and kimonos. The company’s products are available at major retailers such as LYKO and Cocopanda and are sold internationally.

“It’s not enough to just call and nag or send product samples to someone. You need to have the right product, it needs to be timely, and it needs to look right. Many things have to align for you to succeed and get in, even if you have a community,” she says.

Laila Högfeldt is a true role model in entrepreneurship and social media, and her success story inspires many both within and outside the beauty industry.

She still lives in Borås with her husband and their three sons. Her passion for makeup and beauty has been a constant driving force, and between 2008 and 2012, she ran one of Sweden’s most popular beauty and lifestyle blogs.

“To do something really, really well, you need to have a passion and love for it. That is very important.”

Tips for aspiring influencers?

“It takes time to build a loyal following, and it takes time for them to get to know you, so be patient. Don’t try to do too much too quickly; let it take time.”

Listen to the podcast here!

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