BIOEFFECT X LOREEN

As a globally acclaimed superstar, Loreen has captivated audiences around the world with her artistic talent, powerful performances, and strong presence. She is best known for winning the Eurovision Song Contest twice — with Euphoria in 2012 and Tattoo in 2023 — two of the most iconic and celebrated winning songs in the competition’s history.

“Loreen has inspired audiences worldwide with her commanding stage presence and distinctive aura, and from the very beginning we felt she truly embodied the core values and passion behind BIOEFFECT. She has a strong connection to our EGF Power line, where creativity is driven by energy, transformation and discipline — mirroring BIOEFFECT’s science-led approach to skincare,” says Liv Bergþórsdóttir, CEO of BIOEFFECT, about the collaboration.

“Loreen was introduced to BIOEFFECT through Icelandic makeup artist Ísak Helgason, one of Iceland’s most respected makeup artists, who has worked closely with Loreen for some time. Ísak has also collaborated extensively with BIOEFFECT over the years, playing a key role in bringing the brand and Loreen together. ”Loreen herself has spoken about the visible difference she noticed in her skin after she began using BIOEFFECT skincare. For us, it is essential to work with individuals who know the products firsthand—who use them, love them, believe in them, and have experienced the results they deliver. This genuine connection, combined with Loreen’s strength and personal charisma, made her the perfect face of the EGF Power line,” Liv adds.

The campaign was photographed by Ari Magg at Fjallsárlón, under challenging weather conditions that became an integral part of the narrative. The imagery captures the strength, rhythm and raw forces of nature, reflecting BIOEFFECT’s deep connection to Iceland’s untouched landscapes.

The inspiration behind the collaboration is rooted in Iceland’s powerful natural elements, combined with the strength of the EGF Power line and Loreen herself. Rain, glaciers and wind intertwine to create a distinctly Icelandic atmosphere that conveys energy, resilience and raw power — qualities that unite both BIOEFFECT and Loreen.

“We are incredibly proud of our collaboration with Loreen and of the professionalism of everyone involved in bringing this campaign to life. Loreen has a unique story to share about the transformation of her skin since she began using our products, and we look forward to telling that story as the campaign unfolds in the coming weeks.”
— Liv Bergþórsdóttir, CEO of BIOEFFECT

The EGF Power line is designed for skin that needs more—whether addressing signs of aging, stress, dryness or loss of firmness. The line consists of the EGF Power Serum, EGF Power Cream, EGF Power Eye Cream, and the 30 Day Power Treatment.