Elsa is the founder of Svea – The Beauty Edit and host of It’s a Circus Podcast. With over 20 years in the beauty industry and her own journey through the messy, magical chaos of motherhood, she has become a trusted voice for women seeking both clarity and confidence.
Through her podcast, It’s a Circus, Elsa shares unfiltered stories of motherhood, identity, and the art of self-care — building a community where women feel seen, supported, and understood. With Svea – The Beauty Edit, she offers a practical solution: personalized beauty and self-care edits that move past the noise, simplify routines, and help women rediscover their sexy, powerful essence.
Motherhood isn’t polished, filtered, or predictable — it’s messy, loud, and full of moments that test every part of who we are. But inside that madness lives meaning, connection, and the possibility of rediscovering yourself. That’s what It’s a Circus and Svea – The Beauty Edit were created to hold: a space where women can be unfiltered in their stories, unapologetic in their beauty, and unshakable in their confidence.
Elsa’s mission is simple yet transformative: to help women embrace the chaos and reclaim themselves — in life, in beauty, and beyond.
A Note From Our Founder
Hi, I’m Elsa — and yes, my life feels like a circus most days, too.
When I became a mother, I learned how easy it is to vanish in the chaos. I adored my children, but I missed myself — the woman who felt confident, stylish, and alive in her own skin. After more than 20 years in the beauty industry, I thought I understood self-care, but it wasn’t until motherhood that I realized the truth: self-care isn’t a luxury. It’s survival.
Through hundreds of conversations with women on It’s a Circus and beyond, I’ve learned one powerful thing: prioritizing self-care is how we find ourselves again. Every story points back to the same truth — reclaiming your rituals and your confidence is the key to not just surviving, but thriving.
That’s why I built this space for women like us:
🎪 It’s a Circus — a podcast where we strip away the highlight reel and share the raw, unfiltered stories of motherhood — and explore radical self-care as the path back to ourselves.
💄 Svea – The Beauty Edit — a service that takes the noise and excess out of beauty, helping you create rituals that feel radiant, effortless, and undeniably you.
And here’s what I want you to know: I give you permission to take this step — even if it feels uncomfortable. This is not selfish; it’s required. Choosing yourself is radical. Making time in your day for what brings you back to you isn’t indulgence, it’s your birthright. You are worth this.
Both Circus and Svea come from the same belief: you don’t have to disappear in the madness. With honesty, intention, and a touch of glam, you can reclaim yourself — and even learn to enjoy the circus along the way.
Cheers,
Elsa
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