The board
ASBB's board brings together diverse perspectives and experience from across Swedish beauty.
Board chair since 2016
Göran Agardh is the founder and former CEO of Letsfaceit Nordic AB and IDUN Minerals, and co-founder of Ida Warg Beauty AB. He is today majority owner and executive chair of IDUN Minerals and board chair of Företagarna Stockholms stad, with 3,200 members, since 2023. He has been in the cosmetics industry since 1995 and is a co-founder of ASBB.
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Board member since 2019
Sofie Qviberg brings long experience from the beauty industry, with a background that includes L'Oréal and Svenska Krämfabriken. She has held leading roles in marketing and sales and is today CEO of Hårologi of Sweden.
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Nominating committee since 2024
Sara Wictorsson Rydin has over thirty years of experience in the cosmetics and beauty industry, with broad expertise in distribution, purchasing, branding and commercial development. She has worked with companies including Saether, Svenska Krämfabriken and Apotea.
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Board member since 2025
Jenni Österlund is a CEO, board member and advisor with over twenty years of experience in international retail and beauty brands. She has previously been General Manager for Sephora Scandinavia and is today CEO of LH Cosmetics.
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Board member since 2026
Andrea Marschall has a background across beauty, fashion and retail, with roles including Digital Director and part of the management committee at L'Oréal Nordic, CCO at IDUN Minerals and most recently CEO of the Swedish beauty-tech company Tanrevel. Today she works as an advisor to beauty companies and is co-owner of Little Cirkus, a premium skincare brand for children.
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Board member since 2026
Åsa Asplund is a strategic and commercially driven marketer with over twenty years of experience in brand development, campaign management, marketing communication and PR. She has worked on both the client and agency side, in large organisations and as an entrepreneur, giving her a broad perspective on the entire marketing process - from strategy, positioning and concept development to execution, evaluation and business results.
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