Cosmetic cult brand 19-69 was founded by the Swedish artist and product developer Johan Bergelin.

A twenty-four months long creative process with artisans in Scandinavia, France and Italy lead to the launch of 5 fine perfumes at Colette in Paris in 2017. Each scent is composed inspired by a different era, culture or setting from Africa, Europe, the States and Asia. Art, music, trends and cultures have all left their marks on the fragrances both in terms of content, name and packaging. All fragrances are suitable for any gender and allow the individual to explore beauty across the borders.

ART AND PUSHING GENDER BOUNDARIES Johan Bergelin: “I grew up strongly influenced by the fashion trends that ruled during the 80’s. It was a new era and included men when it came to experimenting with looks and images. Gender boundaries were pushed and even male rock stars wore make up. I was mesmerized by the possibility of affecting and changing a person’s appearance. Then as now, it was clear to me that beauty is a form of art”.

STANDING UP Johan Bergelin: “I have always surrounded myself with creative people, personal friends as well as professional. What has always inspired me is how these artists very often stand up for their values. They want to make a difference. This can be made in endless ways: a mural painting, a sculpture, photos or music lyrics. You may or may not personally agree, but it takes guts to stand up for your beliefs and who you are, and I do respect that. I think this is what planted a seed in me and was the beginning of 19-69.”

MAKING A STATEMENT Johan Bergelin: “The name of the brand 19-69 is a very powerful statement. The year of 1969 represents an era of freedom, tolerance and counterculture. It is also the year I was born and my way of putting my heart on the sleeve and say – This is real. This is who I am.”

BEAUTY UNITES PEOPLE “As a photographer I have had the privilege to travel the world and capture the beauty of different cultures. On a personal level that has been a journey of education and an eye opener. Yes, there are a lot of crazy things going on in this world, but I also discovered what unites people. A lot of times that is beauty, may it be in the form of music, art or scents. With 19-69 I want to invite people to explore beauty across the borders and see what we can discover about each other.”

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