Fragrance house

HICKAP

HICKAP was founded in 2016 by siblings Wilma and Emil Holmqvist, beginning with makeup brushes sold through its own website and growing initially through the founders’ social-media following. Its identity centers on a stress-free beauty routine, self-esteem and well-being, alongside vegan and cruelty-free products and a reduction of pressure from unrealistic beauty ideals. Wilma Holmqvist has described HICKAP as an inclusive beauty brand designed to make everyone feel equally invited, with customers involved in product development through feedback and co-creation. After Svenska Krämfabriken became a co-owner in 2020, HICKAP expanded into makeup and skincare. On 29 November 2024, Dermoshop acquired a majority stake; Svenska Krämfabriken sold its holding, while Wilma and Emil Holmqvist remained minority owners and continued overseeing operations. HICKAP’s broader range now includes makeup, skincare and makeup brushes, with the founders retaining involvement in product development.