The Last-Minute Idea That Now Sells Every Minute

The Last-Minute Idea That Now Sells Every Minute

What started as a spontaneous, last-minute decision in the product development process turned into a viral beauty success story. When IsaDora launched its multi-stick family in 2024, the creamy, colorful sticks instantly became a social media sensation, with a waitlist of eager customers ready to get their hands on them. Today, the Swedish beauty brand sells one blush every minute*, but the story behind the views, the likes and the hype is one of innovation, adaptability and perfect timing.

A product that defined a rebrand
A few years ago, IsaDora, a Swedish beauty brand with over 40 years of heritage, went through a major transformation. The goal was to reclaim its position as an on-trend, trustworthy brand, offering vegan, fragrance free products at affordable prices. The visual identity was updated, product packaging and formulas were refreshed, and the multi-sticks came to embody the brand’s new era. Since the rebrand, IsaDora’s likeability has increased by 64%, with brand awareness now at 98.4%.

“Our consumers’ top priority when buying makeup is value for money, and this is where IsaDora has shown the highest growth compared to competitors,” says Felicia Ibsen, Chief Marketing Officer at IsaDora. “The multi-stick format answers that need perfectly.”

The rise of the multi-stick
Multi-sticks have become a staple in what beauty editors call the 2 Minute Makeup Bag, a trend driven by the need for convenience, simplicity and value. With just one product, you can add color to cheeks, lips and even eyes, achieving a fresh, monochromatic look in seconds. They are mess-free, easy to carry and fit perfectly into a busy lifestyle without the need for extra brushes or tools.

Demand that outpaced supply
The multi-sticks didn’t just trend online, they boosted IsaDora’s sales significantly. In fact, demand was so high during launch periods that production could barely keep up. “We couldn’t keep up with the demand,” recalls the production team.

Today, IsaDora’s in-house manufacturing facility in Malmö fills around 8,000 to 10,000 sticks per day. Contour sticks, the brand’s bestsellers, require more precision and are slightly slower to produce than blush and glow sticks. Thanks to process adjustments and quick operational shifts, the team can restock fast when components arrive, recently producing 25,000 contour sticks in just five working days.

More than a trend, a beauty essential
Over a year since their debut, IsaDora’s multi-sticks remain a consumer favorite. They are more than a viral moment. They are proof that with the right mix of innovation, flexibility and consumer insight, a product can become part of people’s everyday beauty routines. Whether applied on a morning commute or before a night out, they are the ultimate on-the-go essential and an icon of IsaDora’s identity.

*Based on IsaDora’s internal sales data.