No. 4 — How to reach the cool girl online?
THIS WEEK
Hi, I hope the spring sun is giving you the same energy boost it's given me. Every January I go from 0 to 100% — and every February I crash. But March? March always brings something different. The light shifts, the vitality comes back, and suddenly I’m full of inspiration again.
Anyway, I’m so happy to see you here. This week let’s talk about Almada.
Welcome to my love letter to brands and
the people behind them,
Tea
THE ONE TO WATCH
ALMADA LABEL
I have to write to you about Almada!! — perhaps as a slightly biased Finn.
Almada Label was founded by two Finnish social media figures, Alexa Dagmar and Linda Juhola. Finland doesn’t have many recognised fashion exports, and fashion is one of the most oversaturated industries to break into. Yet somehow Almada became a quietly coveted brand worn by people like Sofia Richie Grainge and Rosie Huntington-Whiteley — without ever feeling like it was trying.
So how did they do it?
Instagram @almadalabel
Linda, Alexa (left to right)
ABOUT
Founded in 2020 by Finnish social media creators Alexa Dagmar and Linda Juhola. Scandinavian minimalism built around timeless, seasonless wardrobe staples — knitwear at its core.
Worn by Rosie Huntington-Whiteley, Sofia Richie Grainge, and Jennifer Lawrence.
Why their POV matters: Built with transparency and care, designed for longevity — pieces to wear for years. Almada isn’t here for fashion, but to redefine how we value what we wear.
WHY THEY STAND OUT
Cult-like following
They dress the new cool girl — somewhere between Scandinavian minimalism and Parisian elegance. The woman in her 30s and 40s who has stopped chasing trends and started building a wardrobe with intention.Scandinavian minimalist 2.0
Small collections, quality production, fair pricing. No excess, no markdowns, no noise. You know exactly what you're paying for — and why it's worth it.Internet-native brand
They understand social media in a way most fashion brands don't. Almada isn't seen on the runway or in editorials — it's seen on the best-dressed women out in the world. That's where it lands. That's where it spreads.
Instagram @vanetten.pr
How Almada's online cult following proves it's here to stay?
Breaking into fashion is difficult — and even harder without massive campaigns. Yet Almada grew quietly online. The founders understood community, organic visibility, and lifestyle long before most brands did.
They came from the community, not the industry.
Both founders were among Finland's first bloggers. They understood what authentic looks like online before most brands did — so Almada never felt like a brand trying to be relatable. It just was.They chose the right person, not the biggest name.
The Mara coat went viral not because of a campaign but because the right person wore it. Jennifer Lawrence in an off-duty, street style moment — organic — is the smartest kind of PR. One product done right, worn by the right person, does more than any elaborate campaign.They lead with lifestyle.
Alexa and Linda have built their own following alongside the brand — its the Row bag, minimalist chic style, Paris. Before a collection even launches, you've already seen the pieces living in their everyday life. By the time it drops, you don't just want the knit — you want the life it belongs to.
Instagram @almadalabel
Almada is reshaping the “cool girl” wardrobe through mindful consumption, but it also represents a new kind of fashion brand — one built slowly, with conviction. In a crowded industry driven by hype, the brand chose clarity, strong product, and community instead. The cool girl found them. The industry followed.
TO FOLLOW
After you have followed Almada you should go for Linda and Alexa too.
Linda @lindajuhola
Alexa @alexadagmar
SAVED
Beauty brands currently living in my screenshots.
POV in packaging… Like fashion, the beauty industry is one of the most oversaturated markets — which means you win with perspective. You can tell when founders have a strong visual vision for the brand — they understand how the product feels in your hand, how it looks in your makeup bag, how it lives in everyday life. Roquebrun is a good example. In the crowded self-tanner category, it already stands out simply because the packaging is easy on the eye, nothing like the rest.
Cool product + cool packaging. All I’m asking for.
What defines your purchase option?
*Visual rights belong to the respective brands. Images are clickable to their original sources.
NEXT WEEK
I would love to talk to you about Victoria Beckham Beauty. Not a startup, not a newcomer, but a brand that is redefining how luxury beauty should feel.
Which companies inspire you? Leave a comment on Instagram below — I’d love to hear.