About us  

IsaDora is Sweden’s no.1 make up brand and since 1983 we have brought honest makeup to the many. We want to empower everyone to set their own beauty standards by offering affordable, high-quality, and easy-to-use products, without compromise. Guided by Swedish timeless values, our no-nonsense approach means that our premium products that do what they say, are safe in every way and accessible to everyone, no matter the amount of time at hand or size of wallet. Our Swedish roots are the moral compass that helps us stay inclusive, transparent, and responsible in everything we do. With IsaDora you don’t have to compromise on being you. That’s what honest beauty means to us. 

Brand Purpose 

True beauty 

To empower everyone to set their own beauty standards by offering affordable, high-quality, and easy-to-use products, without compromise. We care about connecting with our consumers in a positive way by being true, inclusive, and responsible in everything we do. Makeup should be a tool for self-expression, not a cover-up, how you use it is entirely up to you. That’s what honest beauty means to us. 


“We offer honest, empowering beauty – without compromise. 

Brand Claims/Product claims 

At IsaDora, we have always prioritized the values and needs of our customers. For decades, we have proudly upheld a set of brand claims that reflect our unwavering commitment to quality, ethics, and inclusivity. These claims have been an integral part of our identity since our inception, serving as the foundation upon which our brand has flourished. Today, we continue to uphold and embrace these principles, ensuring that our products meet the highest standards. From being cruelty-free to being ophthalmologically tested and fragrance-free, our dedication to delivering exceptional products has remained steadfast. We are also proud to offer a range of options that cater to different lifestyles and preferences, with vegan-friendly formulations and products that are clinically tested. Additionally, our commitment to inclusivity is evident in the fact that our offerings are suitable for sensitive skin and sensitive eyes. These brand claims have been woven into the fabric of our company, shaping our ethos, and guiding our product development. 

  • Cruelty free since 1983 
  • Ophthalmologically tested  
  • Fragrance free 
  • Vegan-friendly 
  • Clinically tested 
  • Suitable for sensitive skin 
  • Suitable for sensitive eyes 



We are proud to offer affordable, high-quality beauty products that our customers can trust, every day. We will continue to manage this trust and do our utmost to prove ourselves. 

We have chosen our future and the path is clearly marked, it is neither simple nor straight, but it’s true. We are committed to being true in everything we do true about our products, true in communication and true about our role in the beauty industry.    

With an honest approach, we aspire to deepen the connection with our consumers. Being true will be incorporated in everything we do from the pictures we take to the products we make. We see no other way, because in the long run, that is how we can all benefit. We will always be TRUE TO YOU.