Makeup and Skincare Brand Nilens Jord Calls on People to ‘Look Beyond Beauty’

An unexpected, but spot-on tagline for a cosmetic brand.


Nilens Jord



Danish makeup and skincare brand Nilens Jord has launched a new campaign that highlights entrenched attitudes towards women by asking us to “look beyond beauty” and instead focus on female achievements.

An unexpected tagline for a cosmetic brand, – but it’s one that echoes the company’s pioneering spirit and its ambition to change the beauty industry from within.

As the brand said: “When we reduce women and girls to their looks, we limit their potential. It’s time the beauty industry takes responsibility for changing this. Look Beyond Beauty is our rallying cry.”


The campaign is led by a 75-second film that follows Sara a young girl contemplating great achievements ahead in her life, including being the first woman on the moon, winning four grand slams in tennis, or becoming the richest woman in the world. However, with all these amazing achievements, people remain more focused on physical aspects rather than what she has accomplished.


Nilens Jord
CEO: Jakob Marum
Head of Brand: Heidi Sørup



Agency: Twenty
Co-founder & CEO: Thomas Bjerg
Co-founder & Creative Director: Farah Dib
Creative / Art Director: Ioana Lahr
Agency Producer: August Rein
Account Director: Stine Darby

Production Company: Holy Ravioli
Executive Producer: Kristian Ussing
Director: Sune Lykke Albinus
DOP: David Bauer
Still Photographer: Michael Falgreen
Line Producer: Julie Lindhardt
Editor: Tue Eskildsen
Post Producer: Mette Sixhøj
Sound design: Kevin Koch
Music composers: Theodor Tang-Peronard, Victor Støve & Emil Kruse

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