IsaDora appoints Anne Marie Tromholt-Qwist from Estée Lauder as new CEO

IsaDora, Sweden's no.1 makeup brand, is pleased to announce that Anne Marie Tromholt-Qwist will join as the new CEO, effective August 1st. Anne Marie brings nearly 20 years of experience in the beauty industry from companies such as Estée Lauder Companies and L’Oréal and will be leading IsaDora’s future growth.

IsaDora, known for its affordable, high-quality, and easy-to-use products, is on an exciting growth journey. The brand has recently undergone an extensive rebranding, embracing a strengthened purpose of offering “True Beauty from Sweden”. Committed to 100% retouch-free communication, IsaDora promotes honest, empowering beauty without compromise. With Anne Marie Tromholt-Qwist at the helm, the company is ready to accelerate its mission and enter a new chapter of growth. 

 – True beauty to me is about being authentic and honest with our consumers. IsaDora's commitment to social and environmental responsibilities, and the dedication to retouch-free communication are powerful values that resonate deeply with me,” said Anne Marie. “Transparency, showcasing the high quality and performance of our products without hiding anything, is crucial. It's about 'show don’t tell', and taking social responsibility seriously, says Anne Marie.

Anne Marie is enthusiastic about the heritage of IsaDora’s Swedish roots. “The power of a brand with local production is a unique strength. Having everything from product development to production and marketing based in Malmö gives IsaDora an incredible advantage,” she explains.

Lars Radoor, Chairman of the Board, added, “Anne Marie’s visionary leadership and extensive experience make her the ideal person to lead IsaDora into its next phase of growth and success. We are proud to welcome her as our new CEO.” 

Isadora’s brand promise and platform emphasize making true beauty accessible to all and establishing itself as one of the fastest-growing Swedish beauty brands. With Anne Marie's leadership, the company aims to build on its strong foundation and achieve new milestones. 

“I've had the privilege of working with many strong brands in my career, and I am very happy to now have the opportunity to work with IsaDora. I look forward to supporting the team in accelerating the impressive development already underway,” Anne Marie concludes.