455 square meters spread over two floors on Biblioteksgatan near Stureplan, with Caia's entire makeup range and the opportunity to book makeup appointments.
Prior to the store launch, the popular influencer has fueled the hype for her 1.4 million followers on Instagram and over half a million on Tiktok.
Just before the opening, the line stretches all the way to Norrmalmstorg. But there are no giant queues and fainting spells like at previous openings. Some visitors have their mothers with them. Others seem to be skipping school and don't have much of a desire to talk to TT's reporter.
"Hope to meet Bianca"
Fatima Mehmood, 26, from Stockholm, who has been on site since 6 am, stands at the front.
I hope to meet Bianca and I hope there are good opening offers. We were told it would be an event and fun, she says to TT.
Noi Akiwumi and Nora Mörn, both 15, from Stockholm, are on the hunt for lip gloss, dewey drops, and lip pencils – and they're extra excited since they saw Bianca Ingrosso through the window.
We've heard that the first 300 will get a goodie bag and we hope that happens, says Noi Akiwumi.
And test some products. I've never been to a Caia store and I'm excited to try out products in the store, says Nora Mörn.
"Everything is just advertising"
Caia Cosmetics was founded in 2018 by Bianca Ingrosso and three partners and has grown steadily since then. Last year, Caia's parent company turned over 708 million kronor, according to Dagens Industri. At the same time, Caia Cosmetics has been reported several times for makeup products containing PFAS substances.
The other day, the Consumer Agency gave Ingrosso and several other well-known influencers a slap on the wrist for making covert advertisements in social media posts, which can lead to fines and court.
When you see Caia, you directly associate it with her. Everything is just advertising, she is it herself, so I think it's normal, says Noi Akiwumi.
Agnes Gustafsson, 18, and Alva Meijer, 16, from Gothenburg are in Stockholm to see Billie Eilish and are taking the opportunity to check out Bianca Ingrosso as well. They don't care about the criticism either.
No, she seems like a genuine person, says Agnes Gustafsson.
All influencers get crap nowadays. That's just the way it is, I don't think about it, says Alva Meijer.
