There is a very simple gesture at the origin of this new balm: that of crushing a wild berry between one’s fingers, at the end of the Swedish summer, and seeing its colour settle on the lips and cheeks without having been invited. L:A Bruket has made it a product, the Baume Lèvres & Joues Relipidant (Relipidating Lip & Cheek Balm), available in three shades that owe everything to the forests and meadows of its country of origin.
The Swedish brand does not hide the source of its inspiration: a walk in the wild, in the season when wild berries abound, when one picks straight from the plant before bringing the fruit to the mouth, the colour tinting the lips almost by accident. It is this informal ritual, closer to a childhood memory than to elaborate cosmetic care, that the balm seeks to reproduce in an everyday beauty gesture. There is in this account neither laboratory nor quantified scientific promise: only an almost childlike scene, that of a hand picking without thinking, which the brand chose to transpose as it is into its sales pitch rather than dress it in more clinical vocabulary.
Building on the already established success of its lip balms, L:A Bruket extends this new collection in three shades named directly after their botanical inspiration: Pink Currant Berry, Wild Raspberry and Rowan Berry, each sold for 25 euros in a 14-gram format. The multi-use format — lips and cheeks with the same product — is part of a broader trend towards simplifying beauty routines, where a single gesture must now accomplish what several separate products previously promised.
In terms of texture, the brand claims a satin finish and a fluid application, designed to be done with the fingertips, with or without a mirror — a way of suggesting nomadic, almost instinctive use, far from the precision demanded by more elaborate make-up. This lightness of application echoes the spirit of the original gesture, that of improvised picking, where colour settles without calculation or mirror nearby. The brand also insists on the buildable nature of the resulting colour, able to adapt to different complexions without ever imposing a fixed shade — a flexibility that, too, refers to the idea of a product one uses without thinking rather than according to a precise protocol.
Available in store, on labruket.com and at authorised retailers from 7 September, this Baume Lèvres & Joues Relipidant illustrates a strategy that many Scandinavian brands cultivate with consistency: turning a very concrete relationship with local nature into an aesthetic argument, without ever needing to overdo the staging. It remains to be seen whether this promise of naturalness, already widespread in contemporary cosmetics, will be enough for L:A Bruket to stand out from competitors who also lay claim to their own forests and their own foraging. The brand, in any case, is betting on the constancy of its universe rather than on permanent novelty, preferring to spin one founding gesture into successive variations rather than chase every seasonal trend.
Also read on Luxsure: L:a Bruket and the smell of the kitchen garden: Rhubarb/Geranium as sensory memory · L:a Bruket makes the rain speak: Övernatur, Blixt and Dísir, three perfumes where myth… · L:a Bruket “Winter Pine”: the call of the Nordic forest, in limited edition · L:A BRUKET unveils its 326 Sérum Exfoliant pour le Corps: a gentle exfoliation and…
Cette publication est également disponible en :
