INTRODUCING BOB BEAUTÉ

Written by LENA RAFF
Photography by GRANT LEGAN

Gine Margrethe at The Madison Store

“Everyone was shouting. You need 15 products, multiple powders—it was quantity over quality, and I came to a moment where I got overwhelmed. Maybe I got bored.”

After ten years of working with the top brands in the beauty industry, Gine Margrethe didn’t want more, she wanted better. Simplicity, focus, heart, and soul: the characteristics she desperately craved in her beauty products but found severely lacking in a crowded, noisy landscape. The Norwegian social media star and mother of two took a pause to reevaluate and begin working on what would become a five-year passion project.

In February 2025, she revealed to the world BOB BEAUTÉ, the formula-first line of products that, in her words, meant something. Undoubtedly, Margrethe’s 1.2 million Instagram followers have aided in the line’s rapid success and worldwide reach, but she would hate to be seen as having an “influencer brand”— a term that implies a sort of white-labeling, where products can have little to do with the face of the line.

Conversely, BOB BEAUTÉ is infused with its founder’s empathetic spirit and lived experience. Margrethe, both a time-crunched world-traveler and person dealing with acne and perioral dermatitis, did her research. She sourced the best ingredients and most trusted manufacturers in every category, from emulsions to pressed powders, no matter where they were located because, “I wanted to have products that I could trust, that were easy, beneficial for the skin, and time efficient.”

The brand debuted with The Corrector: a tinted balm pencil packed with nourishing, protecting ingredients that can act as concealer, under eye-brightener, contour (depending on your skin tone), and foundation—the epitome of effortless and travel-friendly. More products soon followed: a smudgeable lipliner that stays put from morning to night; a uniquely formulated, ultra-fine brow pencil that glides on easily and adds volume and structure; a brow gel that’s as much growth serum as it is makeup (and can be used on lashes, too); a nourishing lip oil with subtle—not sticky—shine, and a hydrating treatment face mist that soothes redness while setting makeup and boosting radiance—the runaway best seller in Norway.

The BOB BEAUTÉ collection.

After sending Margrethe a coy DM several months ago (upon seeing her flawless complexion and shockingly achievable tutorials, you would too), we’ve gotten to know both her and her brand, and have found it to be just as “living, heartfelt, real, and ingredient-driven" as its creator envisioned.

BOB BEAUTÉ is one to watch, and we are extraordinarily proud to be its first and exclusive home in the United States.