Laila Högfeldt, a passionate beauty soul from Borås, Sweden, has always had a strong fondness for make-up and the world of beauty from a young age.

Ever since her early childhood, Laila was fascinated by the art of changing and highlighting facial features with make-up. She fell in love with the illustrated pages of beauty books that she carefully studied, immersed in these worlds of color and form. Laila spent countless hours in front of the mirror, using make-up products borrowed from her mother's collection, exploring different techniques with precision and love, immersed in a world where brushstrokes and light created completely new expressions.

The years between 2008 and 2012 were groundbreaking for Laila as she ran a of Sweden's most popular beauty and lifestyle blogs. Despite the success, she chose to leave blogging behind to follow another dream: to become a Master of Business Administration. After graduating, Laila worked as an accountant, but her heart and soul belonged in the creative world of beauty and lifestyle.

In 2015, Laila decided to resume her previous career and started posting frequently on Instagram. Quickly, she regained her place in the beauty world, and followers poured in. Realizing that her passion lay here, Laila decided to quit her job as an accountant in 2017 to fully focus on being a beauty influencer.

Laila has built her brand thanks to her high work ethic, genuine commitment, positivity and inspiring aura. Today she stands as one of Sweden's leading beauty influencers, credible and authentic in the eyes of her followers.

After two years of preparation, Laila launched the beauty brand Lenoites in April 2021 and today works as CEO of the company. Laila takes her lifelong passion for beauty and shares it with the world through her products and influence.

Laila now lives in Borås with her husband Niclas and their three sons, William, Philip and Ludwig. Together they form a loving family that supports Laila in her continued journey as a beauty influencer and CEO of Lenoites.

Carreer & Studies

After finishing high school, where she studied Social Economics, Laila continued her academic journey and began a bachelor's degree in economics. In 2014, she completed her studies and obtained her Master's degree in Business Administration and Economy, with a specialization in external accounting.

During her studies, Laila had the opportunity to work for the summer at the Swedish Tax Agency, and after graduation, she began a career as an accountant. But it didn't take long until her creative nature was calling her name.

From the fall of 2017, Laila worked exclusively with her social media, where she engaged in a series of creative collaborations with prominent companies. Carolina Herrera, Bubbleroom and Armani Beauty are some of the prestigious brands she has had the pleasure of collaborating with, which has strengthened her position as an influential person in the beauty and fashion industry.


Lenoites, under the leadership of Laila Högfeldt, quickly established itself in the beauty industry within the concept of "natural beauty". The self-funded company, founded in Sweden, became a reality in 2021 when Laila's dream of creating products that highlight natural beauty began to materialize.

The ever-growing presence of Lenoites brand caught the attention of leading retailers in Europe, such as Zalando, and it didn't take long until the products became available to customers all over the world, from Germany and Italy to Dubai and the United States of America.

As CEO of Lenoites, Laila closely follows the company's day-to-day operations and is heavily involved in the processes of product innovation, research and development, marketing and further global expansion. With Laila's passion and vision, Lenoites continues to strive to change and enrich the beauty landscape for customers worldwide.