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About us


1908 a man called Laurentius Lindqvist started to sell cosmetics in a paint and hardware store in Uppsala, Sweden. Over the following years, one store became two, and a couple of decades later it had become Swedens biggest privately owned cosmetic chain.

Born and raised into the beauty industry the fifth generation Johanna Post and Jonas Lindqvist have seen every aspect of the business. With merits from various positions in the family business as buyer, marketing manager to CEO Johanna and Jonas have seen the demand of quality tools and accessories. They saw a gap on the market of high quality makeup brushes to an affordable price. After two years of development the brand Morris & Luca was born in 2014.

Over the two years of development Johanna and Jonas met and interviewed a lot of brands, suppliers and distributors. In a meeting with Ralph Ebner CEO for Niegeloh Solingen liked their  asked them to become a distributor for their brand portfolio

In 2014 Upcos was born as a distributor of high quality brands targeting the Scandinavian market.  With the knowledge of what resellers are looking for Upcos represent brands that three years after the start are sold in more than 1000 stores all over Scandinavia.

Today, Upcos is a unique business partner in the Scandinavian market. Its broad distribution network reaches large mass retailers, pharmacy chains all the way to the biggest department stores in Scandinavia.



Our DNA is the beauty industry and we understand every part of it, no matter what your brands challenges/possibilities are.

As a partner we work with the highly acclaimed PR agency Spalt PR, whom cover all Scandinavia and will help us give your brand the best launch possible.

We only work with brands that we can stand behind, brands of high quality and that are cutting edge in its category. If you believe your brand will fit our portfolio, don´t hesitate to contact us.


Johanna & Jonas