🇩🇰 Du finder den danske version af denne artikel her.

Ten years ago, sisters Nadia and Neda Jun launched Danish beauty brand Duffbeauty, initially focused on false lashes. Since then, the brand has grown into a broader beauty universe spanning lashes, nails and lip products.

To mark its 10th anniversary, Duffbeauty has entered a new chapter with a comprehensive rebrand, a major campaign and a well-attended pop-up in central Copenhagen.

But the new identity is about more than a visual refresh. Femininity, self-worth and courage have become central to the brand, values that also draw on the sisters’ own story and background.

We spoke to Nadia about the past decade, the thinking behind the new direction and Duffbeauty’s ambition to become a truly international beauty brand.

Nadia & Neda Jun, Co-founders, Duffbeauty

Will you be doing more pop-ups of this kind?

“Yes, definitely. We are working on taking the pop-up concept abroad as a natural next step in our international expansion.”

You and your sister have built Duffbeauty together. What do you think you have learned about each other over the past ten years that you would never have discovered if you hadn’t started the business together?

“When you run a business together for ten years, you get to know each other on a level that few siblings ever experience. We have seen each other under pressure, made difficult decisions and fought for the same dreams. It has given us a deep respect for each other’s professional strengths and made it natural to support and complement one another whenever the other is struggling. You discover new sides of each other that you would never have seen over a family dinner, and that has created a trust that has made our bond infinitely stronger.”

You have chosen femininity, self-worth and courage as some of the key words for the “new” Duffbeauty. What do those three words mean to you, and why have they become so important to the brand at this particular point?

“The three words have, in many ways, always been at the foundation of what we do, but today I finally feel they are fully reflected in everything we stand for.

For me, femininity, self-worth and courage run very deep. As the daughters of political refugees from Iran, we grew up with a close understanding of how fragile freedom can be. Our parents witnessed women’s rights being undermined almost overnight during their youth in Iran. We therefore grew up in a home where femininity was never seen as a weakness, but as a strength.

Where self-worth was the most important thing you could carry, and courage was a given. We grew up with stories of young, courageous women in Iran who stood up and risked everything for their freedom.

The reason these words have become so central to Duffbeauty now is that we, as a brand and as founders, have matured. Duff is not just about outer beauty, but about inner strength, a sense of freedom and the courage that beauty can also represent.”

What else was important to you in the rebrand?

“It was important for us to create a strong foundation for Duff with international expansion in mind. We wanted to create a brand universe that is not just about beauty products, but about the lifestyle and the small beauty rituals they become part of.

The visual identity has therefore also been a major part of the rebrand. We have moved from a more classic, feminine beauty look to a universe that feels cooler, more modern and more international, while still retaining the warmth and femininity that have always been part of Duff.”

Where do you see the biggest opportunity for growth over the next few years?

“Our biggest focus over the next few years is international expansion. It is easy to say, but something entirely different to execute in practice, especially when you are building a brand, distribution and demand across markets.

We have already taken the first important steps, but we need to get even better at scaling Duff internationally. So, if there is a strong profile out there with experience in taking another Scandinavian brand into the world, we would love to hear from you.”

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