Transnational pioneers: Swedish-American returnee migrants and the shaping of the late 19th-century Swedish beauty salons

Abstract

This article explores how self-employed migrant women, particularly Swedish Americans in the late nineteenth and early twentieth centuries, established beauty salons in Stockholm upon their return from the United States. It highlights their often overlooked contributions to cross-border business and their skillful application of international business experience to the beauty industry. Using a microhistorical approach and qualitative sources, the study sheds light on the opportunities and challenges these women faced as they reshaped the Swedish beauty market. Influenced by their American experiences, they introduced innovative beauty treatments and products. This article highlights the dynamic nature of transnational entrepreneurship and its enduring impact on local and global economies, illustrating the transformative narrative these women initiated in Stockholm. Their efforts introduced international aesthetics and hygienic treatments to the city’s salons, appealing to a diverse clientele and showcasing the lasting appeal of such transnational enterprises.