Martina Arfwidson

Martina Arfwidson is a prominent figure in the beauty industry, serving as the Owner and President of FACE Stockholm, a renowned cosmetics company.2 She joined the family business in 1990, taking charge of the company's expansion into the United States by opening a store on the Upper West Side of Manhattan.1

Background and Career

Martina initially pursued a singing career in New York City before deciding to join her mother's makeup business.1 Despite having no prior experience in running a business, she took on the challenge and learned through hands-on experience.1

FACE Stockholm

FACE Stockholm was founded in the 1980s by Martina's mother, Gun Nowak.1 The company gained popularity for its bold and vibrant color palette, which catered to modern women seeking expressive makeup options.1 Under Martina's leadership, FACE Stockholm has grown significantly, with its products now sold in over 140 locations across Europe and North America.1

Business Philosophy

Martina and her mother have maintained FACE Stockholm as a family-oriented business, emphasizing collaboration and teamwork over traditional corporate hierarchies.1 This approach, which Martina describes as "very Swedish," has been a source of pride for the company.1

Innovation in Customer Service

FACE Stockholm, under Martina's guidance, pioneered a new approach to makeup sales by removing the traditional over-the-counter barrier and selling products from tables.1 This innovative method has since been widely adopted in the cosmetics industry.1

Personal Life

Martina is married and has two children.1 She has chosen to maintain the company's headquarters in Hudson, New York, with additional stores in Hudson and Rhinebeck, reflecting her preference for the Hudson Valley lifestyle.1

In 2022, Martina and her mother celebrated 40 years of running FACE Stockholm, marking a significant milestone in their entrepreneurial journey.3