This is a project in Entrepreneurship and Creativity on masters’ degree. The purpose was to verify whether the Swedish retail trade within the beauty care business was ready for an in-troduction of colour cosmetics. Through the qualitative research grounded theory, I made several phone interviews with independence retail traders within the Swedish beauty care business. The selection of respondents is based on statistical facts and geographic coverage of Swedish beauty care shops. My results manifest that consumers requests colour cosmetics in the shops, however, this products are not deliverd by retailers. Yet, I consider that Swedish retail traders are ready for an introduction of colour cosmetics since they have a great interest of both the products and the ethnic market. With focus to obtain knowledge about the products and the upcoming ethnicmarket they can fulfill their consumers’ requests.

<p>This is a project in Entrepreneurship and Creativity on masters’ degree. The purpose was to verify whether the Swedish retail trade within the beauty care business was ready for an in-troduction of colour cosmetics. Through the qualitative research grounded theory, I made several phone interviews with independence retail traders within the Swedish beauty care business. The selection of respondents is based on statistical facts and geographic coverage of Swedish beauty care shops. My results manifest that consumers requests colour cosmetics in the shops, however, this products are not deliverd by retailers. Yet, I consider that Swedish retail traders are ready for an introduction of colour cosmetics since they have a great interest of both the products and the ethnic market. With focus to obtain knowledge about the products and the upcoming ethnicmarket they can fulfill their consumers’ requests.</p>