Emma Wiklund about health, routines and the beauty in finding structure
Emma Wiklund has lived several lives in one. First as an international model, constantly in motion. Now as the founder and CEO of Emma S.,...
Emma Wiklund has lived several lives in one. First as an international model, constantly in motion. Now as the founder and CEO of Emma S., a skincare brand that has quietly and confidently become a staple in Swedish bathrooms. We sat down with Emma to talk about her life as a modern entrepenuer, her views on wellness and balancing life.
This past fall, her company celebrated 15 years - not just a marker of longevity in a competitive industry, but proof of a philosophy that has remained consistent from day one. Every product is developed and manufactured in Sweden, never tested on animals, and formulated entirely in-house, from product development to bottle. It is beauty built of motivation, knowledge and integrity- a reflection of what the future holds.
For Emma, creating a brand was never about selling creams. It was about building something people could trust. About developing products that feel safe, effective and intelligent. Her approach to business mirrors her approach to health: structured, intentional and rooted in balance. Not the filtered kind of balance, but the kind you actively design.
From backstage chaos to conscious rituals
In her twenties, life unfolded in airport terminals and backstage dressing rooms. Modeling meant constant travel, irregular sleep, unpredictable schedules - and very little routine. She smoked during those years, a habit that lingered into her early thirties.
- Health awareness simply wasn’t what it is today, and stability was hard to maintain when your address changed weekly.
Emma explains how difficult it was to maintain a training routine in Paris compared to Stockholm - and even today, 30 years later, she feels the same.
- Stockholm makes it easy to stay active, because movement feels joyful and natural rather than forced or non existent, as it often is in other cities like Paris.
- Stockholm makes it easy to stay active, because movement feels joyful and natural rather than forced or non existent, as it often is in other cities like Paris.
But perspective shifts with time. Motherhood, entrepreneurship and years immersed in skincare science reshaped her priorities. One of the most dramatic changes has been her relationship with the sun.
-Today, sunbathing holds no appeal. I apply SPF daily - factor 50 on her face and 30 on my body, it was something I learned early on in my modeling career. In retrospect, during the 90´s we were healing from the 80´s sun maniac. When everything you wanted was to be as tanned as possible, Emma explains.
Within her own line, products like Protecting Face Cream SPF 50 combine high sun protection with skincare benefits such as hyaluronic acid and vitamins, designed to work seamlessly under makeup. Protection is foundational.
Movement as a source of energy
Long before wellness became a trend, movement was Emma’s anchor. As a model, she often trained before photoshoots - not to achieve a certain body, but to awaken it. The increased circulation gave her skin a natural glow and calmed her mind before stepping in front of the camera.
That philosophy remains unchanged. Today, her routine blends strength training, Megaformer sessions, running, and high-energy Beatcycle classes. Monday cycling has become sacred - dark room, loud music, full presence. It feels more like a celebration of life than a workout.
- I have my hands in the air like I used to do in the club.
Yoga, however, has added a quieter dimension. After years of practicing Ashtanga, she now prefers Hatha yoga, drawn to its grounding rhythm and focus on breath. Breathwork has become essential - a reset button in a world that rarely slows down and can easily build into stress.
- If there was one thing I wished I knew about when I was younger living in stress, it would be Megaformer and Yoga. And breathing, Emma says and laughs.
Her ideal morning reflects that shift. Emails, but no rushing. Either breathwork at home or breakfast with a friend before the workday begins. She divides life into three core pillars - her inner world, her family, and her work - and ensures that each has space within the week. That structure keeps her steady.
And when stress creeps in? She removes something. With age has come the discipline of subtraction rather than accumulation. Prioritizing what truly matters has become a form of self-care and a lifeline to help her remain balance.
For Emma, movement is not about aesthetics. It is about energy. When the body feels strong, the mind follows.
Intelligent skincare, not excess
Emma was one of the early advocates of AHA acids in Sweden, introducing them when they were still only confined to professional salons. Her philosophy today is less about layering and more about knowing.
Her routine is deliberate: a weekly one-minute application of Treatment AHA & PHA Peeling; retinol used cautiously, never exceeding 0.3%, applied only at night and introduced gradually. She adjusts products depending on season, climate and age - avoiding the common mistake of overloading the skin with active ingredients.
One of her favorite products is a repairing overnight mask. When traveling, that single product often replaces her entire skincare bag - acting as a reset, deeply hydrating and plumping the skin while she sleeps.
Among the formulas closest to her heart are the Revitalizing Day Cream, the AHA exfoliating mask and her retinol oil with retinoate - a gentler yet effective vitamin A derivative. A new product is currently being tested ahead of a January launch, continuing her commitment to thoughtful innovation.
Her belief is simple: when skincare is done right, makeup becomes minimal. A healthy complexion needs little enhancement - perhaps just a touch of concealer to complete the look. She adds that her favorite makeup product comes from another Swedish-based company. Skills Combined: their hybrid, skin-like concealer is her holy grail.
Fueling energy, not extremes
Her diet follows the same philosophy as her skincare: steady, balanced, intentional.
- I limit my intake of red meat, staying focused on a protein rich diet from fish and chicken. And fast carbohydrates I keep to a minimum.
- I limit my intake of red meat, staying focused on a protein rich diet from fish and chicken. And fast carbohydrates I keep to a minimum.
A few days a week, Emma practices intermittent fasting to allow digestion to rest and energy levels to remain stable. There is no rigidity - only rhythm. She enjoys food. She indulges. But she returns to balance.
Curiosity, Conversation, and the Future of Wellness
Emma’s motivation comes from people who commit fully to their craft - entrepreneurs, athletes, creatives. She reads extensively, listens to podcasts such as Hälsorevolutionen, and follows her longtime source of inspiration, Fredrik Robertsson.
- I find motivation and get inspired by people that are committed to their passion, it´s fascinating how many there are. If you keep conversations alive and ask questions, life get fulfilling and creative.
- I find motivation and get inspired by people that are committed to their passion, it´s fascinating how many there are. If you keep conversations alive and ask questions, life get fulfilling and creative.
Looking ahead to 2026, she foresees a cultural shift: fewer skincare steps, less obsession with extreme longevity trends, more breathwork and a growing desire for digital detox. The future, she believes, will belong to those who simplify - who create space rather than fill it.
For Emma Wiklund, wellbeing is no longer about adding more. It is about refining what already works, protecting your energy, and building a life where every pillar - self, family, work - stands strong. When the foundation is solid, everything else follows.
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