Susanne Manasi Persson makes makeup for the diligent label readers

Name: Susanne Manasi Persson

Profession: Founder and CEO of Manasi 7

Location: Stockholm, Sweden

Why you should know her: The makeup artist turned beauty formulator has quietly built one of the most elegant “clean” makeup brands on the market—emphasis on elegant. Think shimmery, microbiome-friendly pigments packed in chic little pots, made with the precision of an expert and the rigour of a purist. Earlier this year, Manasi 7 won the Creative Execution award at the Business of Beauty Global Awards. If you haven’t seen her products on your feed, just wait—they’re probably in your favourite cool girl’s bag already. (It’s in Sofia Coppola’s, for one.)

Her beauty awakening began in the grocery aisle: “It all began around 2010, when I read a book on additives in the food industry. It was an eye-opener for everything,” Persson says of the Swedish book Äkta Vara (which translates to “the real deal”), which sparked her interest in ingredients. “Naturally, this awareness extended to my cosmetics. I began checking ingredient labels on the back of products in my kit and my bathroom and was struck by how complex and unnecessary many of the ingredients were.”

What you’d be surprised to know: She makes her own deodorant. And toothpaste. And hair rinse (with apple cider vinegar and sodium bicarbonate). “I haven’t used regular shampoo in years. I’m not saying that apple cider vinegar and sodium bicarbonate have transformed my hair at all, but it’s definitely not worse than any shampoo or conditioner. It has the same benefits, and it’s natural.”

The first product she fell in love with: “A face cream from Dermalogica. I was quite young when I started experimenting with skincare, and it felt like such a grownup thing at the time. But as I got older and more in tune with my skin, I realised that taking care of my gut health made an even bigger difference. I also transitioned from creams to using more oils, and my skin really responded to that simplicity and nourishment.”

From the fashion set to the lab bench: “I started in 1997 as an assistant and then went on my own to do makeup for fashion shows, editorials for magazines, music videos, and a few commercials. I never went into the regular film industry or TV.” In 2012, she took a job consulting with a major beauty brand, testing lab samples and developing shade ranges. “I’m not a cosmetic chemist, but I know what I want in a product.” Over five years, she learned to build formulas, work with manufacturers, and navigate legal compliance. “I worked with chemists and manufacturers directly. So, I learned a lot about what goes into developing a product, how long it takes, and what tests need to be done from a legal standpoint. It was more learning by doing, like an internship, but full-time.”

She built Manasi 7 on restraint: “Early on in the planning stage, I had this long list of demands, or, I don’t know, ‘demand’ is maybe a harsh word... [There were] criteria, I would say, that I would give to the manufacturers or suppliers. It was quite a long list, so we really narrowed it down. These seven values became our manifesto: the Declaration of 7. We launched in 2018 with about 30 products. It’s definitely a balancing act, especially in an industry that’s often driven by trends and overproduction. But for me, the mission is the foundation of everything we do. We constantly check in with ourselves to make sure we’re staying aligned with those core values. It’s not about saying ‘don’t consume’ but about choosing more consciously—quality over quantity.”

Skin tones change. Her base products adapt: The Skin Enhancer, one of the brand’s most original products, was inspired by her makeup kit from her editorial days. A highly pigmented, multi-use complexion product that functions as a foundation, concealer, or custom-mixing tint that can be used on its own or blended with another shade to create an exact match year-round. “People usually have different shades throughout the year. You tan, you fade. Why buy three foundations that you don’t finish when you can mix two and always get your perfect match?”

She shares a studio (and a budget) with her husband: “My husband, Olof, is the art director. We work very closely together, as it’s essential that the product, packaging, and visual identity are fully aligned. I lead all product development, and once a new product is ready, I present it to him. He then creates the ideas for the packaging and overall visual direction. We’re usually very aligned creatively. The main challenge is that we often have more ideas than our budget allows, so we’re constantly prioritising. We don’t draw a strict line between our personal and professional lives, and that dynamic works well for us since we naturally focus on different aspects of the business.”

She still uses the first product she ever made: “It was the Bronzelighter Roseate, a beautiful rose-gold (non-orange) cream bronzer-highlighter hybrid. It really embodies everything we stand for—multifunctional, minimal, and beautiful both in performance and ingredients. And for skincare, I use the Botanical Face Oil Armonia daily.”

Yes, Sofia Coppola is a fan: “She actually placed an order through our online shop herself. It was such a pleasant surprise… It’s always amazing when someone you admire appreciates what you’ve created.”

What you should try first: “I’d say either the All Over Colour or the Tinted Beauty Potion. Both are incredibly easy to use, multifunctional, and great introductions to our philosophy. The All Over Colour has a creamy finish and can be used on lips, cheeks, and eyes. The Tinted Beauty Potion has a dewy finish and gives a beautiful, fresh glow. You really can’t go wrong with either.”