IsaDora Announced as Winners of The DBA Design Effectiveness Awards 2026

IsaDora, together with design agency Everland, has been announced as winners of The DBA Design Effectiveness Awards 2026 for the strategic rebranding project “True Beauty from Sweden.” The winners were revealed in February 2026 and recognise projects that demonstrate measurable business impact driven by design.

The DBA Design Effectiveness Awards are internationally recognised as one of the most rigorous standards for measuring the real impact of design on business performance. Unlike many other design awards, entries are judged on proven commercial results, not aesthetics alone.

“As CMO, I’m proud to prove that design and branding drive measurable business growth and lasting competitive advantage. Branding is not just visual identity; it is strategic positioning and cultural connection. Strong brands are bold. They are focused, clear and easy for everyone to follow. When design, communication, and business strategy align with culture and community, brands don’t just compete, they lead" says Felicia Ibsen CMO IsaDora.

Strategic repositioning in a changing market

Founded in 1983, IsaDora faced a clear challenge: to regain relevance in a rapidly evolving beauty market where authenticity, inclusivity and sustainability have shifted from trends to expectations. Through the platform “True Beauty from Sweden”, the brand underwent a comprehensive repositioning, moving from a heritage brand to a modern, values-driven beauty brand with a premium feel.

The rebrand included:

• A new brand platform
• A new visual identity
• Packaging redesign
• Updated tone of voice
• A strengthened sustainability commitment: 100% filter- and retouch-free imagery, a fully vegan assortment, and the elimination of black plastic in packaging

Strong results:

• Perceived product quality increased from 16% to 50%*
• Retail sales grew by 10%** in a market that grew by 4.5%***
• Brand likeability in Sweden increased by 60%, reaching 80%
• Market penetration increased by up to 49% in priority markets

The results demonstrate how strategic design can transform both brand perception and commercial performance, without fundamentally changing the product formulations.

“This win is proof that brave decisions and consistent brand building truly make a difference. We chose full transparency, removed retouching, and stood firmly in our Swedish values. Seeing the impact on both brand perception and business performance is incredibly inspiring. We are very proud,” says Ines Dedic, Head of Global Brand Creation, IsaDora.

The final placements Gold, Silver or Bronze will be announced on 10 March 2026 at The Design Effect Event in London.