In 1982, Gun Nowak owned three fashion boutiques in Sweden. FACE Stockholm grew out of her frustration of not being able to find makeup to match the neon fashions of the time. “I didn’t set out to do makeup,” says Nowak, “but I wanted every color and! couldn’t find them anywhere. I saw the opportunity.” As the business grew, Gun’s daughter, Martina Arfwidson, has become her unique business partner.