Felicia Aveklew is behind some of the internet’s most elaborate Halloween transformations (her latest Labubu look still haunts us). But, she keeps her real-life routine surprisingly grounded. Below, the Swedish content creator walks us through the mood-driven routine that keeps her skin calm, her makeup versatile and her emergency kit fully stocked
Could you share your daily beauty routine with us, from morning prep to evening wind-down? What products are essential at each step?
My routine honestly changes depending on my mood and who I feel like being that day. Some mornings I wake up wanting to look soft and fresh, other days I’m ready to be a full beauty queen … it varies. In the morning, I always begin by rinsing my face with water and misting Clinisoothe's skin purifier onto dry skin to calm everything down. After that, I go in with a hydrating serum and a lightweight day cream — usually the Dr. Althea 345 Relief Cream, which my skin absolutely loves. And of course, I never skip SPF 50. That’s the one non-negotiable.
If I’m filming that day, my makeup changes based on what I’m creating. Some days I’m a witch, others I'm an ice princess, or often I’ll do a bold smoky eye. My job lets me transform, so my routine follows whatever character I'm channelling. Then in the evening, I take my makeup off as soon as possible and settle into a long, drawn-out nighttime routine. It’s basically me glazing my face with as much hydration and barrier-strengthening creams as possible — a little recovery moment for my skin after a long day of lights, looks and heavy makeup.
Photo: Courtesy of Felicia Aveklew
Photo: Courtesy of Felicia Aveklew
Photo: Courtesy of Felicia Aveklew
How do you transition your look from daytime to evening? Are there specific products or techniques you find indispensable?
I don’t really have a strict “day” vs “night” look. I get dressed and paint my face based on my energy each day. Sometimes I’ll show up to a breakfast event with a bold lip and sharp liner, and other days I feel best completely bare-faced.
If I’m going more glam, I always lean into a glowy, structured base: defined contour, bronzer and a luminous finish. Then I’ll add a more sculpted lip and fluffy lashes. Those two things alone can take any look from casual to a little more “evening,” even if it's still early.
What products do you always have in your handbag – whether headed for a night out or for a red-eye flight?
Lip balm! I genuinely can’t leave my house without it. I also carry what I call my “emergency kit.” Inside are tampons, dental floss, a few LOWD lip liners (obviously), a powder brush, and a tiny translucent compact powder. I also keep hand sanitiser in there. It’s basically my little survival bag for everything life throws at me.
Photo: Courtesy of Felicia Aveklew
What is your holy grail beauty product that you would recommend to anyone, and why?
My own eyeshadow palette from LOWD, and not just because it’s mine!
The formula is incredibly pigmented, super blendable and adapts to absolutely every occasion. You get so much payoff and versatility in one palette. It’s the one thing I would tell anyone to invest in.
If you could give your younger self one piece of beauty advice, what would it be?
Honestly I wouldn’t give her much advice — my past mistakes shaped me.
I would perhaps tell her to skip tanning with Hawaiian Tropic Oil SPF 5! Burning your skin for the sake of a bikini line that fades in a week is 100% not worth it. But we were all young and a little clueless at some point, weren't we?
