New Swedish skincare brand Dadändi (pronounced dad-and-I) sees Young Royals heartthrob Malte Gårdinger and model-turned-entrepreneur Filip Lamprecht venture into the beauty business together with their famous fathers
Male-targeted skincare brands have become a more common phenomenon in the beauty industry, with big players like Chanel paving the way with its Boy De Chanel line in 2018 and Pharrell Williams launching Humanrace in 2020. Really, it was only a matter of time before the movement would make its way to the Nordic market.
One of the new players on this particular beauty block, Dadändi, pays tribute to the sentimental side of beauty, tapping into the relationship between fathers and sons. “We want the vibe of our brand to be like a good father-son relationship – warm, inviting, educational, fun, familiar, and a place where no question is too silly to ask,” says Malte Gårdinger and Filip Lamprecht, who founded the brand with their respective fathers, TV-personality Pontus Gårdinger and modern pentathlete Martin Lamprecht.
The idea behind Dadändi came to The Gårdingers and the Lamprechts separately. “It all started with Dad and Robert [Preston] throwing ideas around during a haircut,” says Gårdinger. “Dad and I had been sitting on the idea of making products for about three years, but something had always been missing,” adds Lamprecht. “When we heard that Pontus and Malte were working on something almost identical, it felt like a joke – what are the odds? That’s when we knew we had to team up and do this together.”
Filip Lamprecht. Photo: Courtesy of Dadändi
Malte Gårdinger and Filip Lamprecht. Photo: Courtesy of Dadändi
Malte Gårdinger. Photo: Courtesy of Dadändi
A respected hairdresser, Robert Preston’s involvement was crucial when developing the products. “It’s a real luxury to have a top expert who’s also been able to test the products in his salon,” says Gårdinger. “I think Robert’s expertise has been absolutely crucial to creating what we envisioned,” adds Lamprecht. “We wanted salon-quality products that could compete with the best on the market, but we also wanted to simplify the routine into just three products, something we could never have done on our own. Thanks to Robert, we’ve managed to pull it off.”
Dadändi keeps things simple for now, launching with three multifunctional products: a Hair & Body Wash, a Deo Antiperspirant, and a Face & Hair Cream – all enriched with electrolytes and amino acids to provide hydration and nourishment for both hair and skin. “We’re starting pretty simply, product-wise. But that’s also the point: what do we really need to stay fresh? We need to be clean, moisturised, and ideally smell good too,” says Gårdinger.
The process of launching Dadändi has been “incredibly educational” according to Lamprecht. “I’ve wanted to run a business and work on product development for a long time, but I was worried it might be challenging to do it with my dad, being family and all,” he says. But it turned out to be quite the opposite. “We have completely different skills and experiences, which has made us a perfect team from a business standpoint,” Lamprecht continues. “Of course, learning to separate work from personal life has been tricky at times, but I think we’ve managed to settle into it surprisingly well.”
Malte Gårdinger with his father, Pontus Gårdinger.
Malte Gårdinger with Filip and Martin Lamprecht. Photo: Courtesy of Dadändi
Gårdinger had a similar experience working with his father. “It’s been exciting to brainstorm, make mistakes, redo things, and get it right, all while learning so much during the process of developing Dadändi,” he says. “We’re used to working together, so when it came to building a startup in an industry far removed from what I usually do, it was a no-brainer to do it with dad.”
So how do Gårdinger and Lamprecht use their new products? “My daily routine is really simple; I wash, moisturise my face, run my fingers through my hair, swipe some deodorant under each arm, and I’m good to go,” says Gårdinger, adding that his “unruly hair” loves the combined face and hair cream.
The face and hair cream is a favourite for Lamprecht as well. “It’s a brilliant product that Robert somehow managed to create, something I’ve never seen before,” he says, adding that the hair and body wash has excluded the need for conditioner anymore. “Especially when combined with the face and hair cream, which I find incredibly convenient,” he says. “And the scent of the antiperspirant is amazing.”
The products are now available on dadandi.com.