Behind BOB BEAUTÉ — with Gine Margrethe

BOB BEAUTÉ is more than just a makeup brand; it’s a philosophy of effortless beauty, brought to life by Gine Margrethe Qvale. Gine Margrethe is one of Scandinavias most influential voices in beauty and style, with over 1,1 million followers on Instagram and a large community world wide. She has through the last years focused on perfecting the formulas that define BOB BEAUTÉ - a brand born from passion, precision, and a deep understanding of what modern beauty lovers truly need.

Launched in 2025, BOB BEAUTÉ is the result of a four-year-long journey of formulation and refinement across Italy, France, and Germany. Gine Margrethe left no detail to chance, working with some of the world's top producers to develop high-performance, multi-functional products that meet the highest standards of quality, texture, and wearability. From busy city streets to long-haul flights, each formula was tested in real-life conditions to ensure it could keep up with the unpredictable, fast-paced nature of everyday life.

Through this interview, she shares more of the vision and thoughts behind the brand - BOB BEAUTÉ.

When did you first come up with the idea?

The idea has been with me for years, I would say BOB´s journey started 4 years ago. But the idea of a beauty brand has been with for as long as I can remember. The urge to have a brand that contains the best formulation and go-to's. I have always been struggling to find THE BEST; for a hectic morning, or you are going on a business trip or vacation - you need to find the best that can suit any occasion.

Who is the brand for?

From beginners to professionals. I picture mothers and working women and men. People on the go who want the go-to product that makes them feel empowerd and safe. I have spent my last 10 years with giving tips and tricks on combinations, makeup, skincare and so on. It's about navigating the beautiful chaos of life.

Could you tell me more about your product roll-out. What is your strategy?

BOB BEAUTÉ will be a full range brand, but over time. I want to slowly showcase each product over time - to give everyone a moment to get to know the product; why, how and when. I feel that is the most important in our time; to take a moment. We live in a fast pace world, where films and pictures are thrown at us in a speed of lightning. Where new products come to life every single day. I want to change that. We don´t need everything - we need the best. To give people a moment. That is also the thought behind it all; it should be easy, it should contain the highest quality. BOB thinks like a man.

Where are you producing the products?

We produce our products in Italy, France, and Germany. The testing process has been an incredible journey—both enjoyable and challenging. It’s during the tough moments that we learn and grow the most. Partnering with prestigious factories has made this experience truly remarkable. We carefully select the best manufactures that is specialized within the segment of product.

Do you have any funny stories or anecdotes about this?

Well I have been putting on makeup on my husband, mother and who not. One thing is the first impression, but I need to see how the result is after 2 hours, 6 hours, in the rain, when it's sunny and so on. I went on a trip to Venice where my suitcase got lost, and in my hand luggage I only had 3 shades of The Corrector. Spent 4 days in those 3 product, and had to make it as a full face; almost like a challenge. And that was also when I checked off the multi-use of everything we are making. The last thing you should worry about with BOB BEAUTÉ is you makeup.

Could you tell me about your first product – why launch with this?

I think the first launch will be unexpected for many - but also expected for some. It will be a must. I use The Corrector every day, and always have it with me. It will always be in your bag, in your toiletry. The most multi-use product I have. And I think it´s a very nice start and says a lot about BOB BEAUTÉ. He got your back. I understand the challenges of finding time for self-care amidst juggling responsibilities, and that’s why I created a line that celebrates convenience without compromising on quality. Think easy-to-apply makeup, nourishing skincare in travel-friendly sizes, and solutions that seamlessly fit into your busy lifestyle.

What about your decision to name the brand BOB BEAUTÈ?

I want to make a brand. By it self. Something bigger then me.. BOB is a man - he thinks like a man. It should be easy, it should be the best. His persona is interesting, with warmth, mystery and confidence. Old fashioned. I want to build a company that brings in other compatibilities where I can work with people to can do everything I can't do. I am good at what I do, they are the best at what they do. And together that is a sweet symphony.

And what about the aesthetic of your brand?

It's timeless. It's masculine and it's classy. BOB BEAUTÈ represents more than just beauty products; it’s about building a community of support and encouragement among women. I envision a space where we can uplift each other, share our stories, and celebrate our unique journeys.
Together, we can redefine beauty in our fast-paced world and remind each other that self-love and confidence are essential. I’m excited to embark on this journey and to inspire women everywhere to embrace their beauty, no matter how busy life gets.