The Swedish star: “Business baby – I love it!”

The Netflix series Young Royals has given the artist Omar Rudberg a global audience for his music. But it’s his beauty brand that’s bringing in the big bucks.

You’re playing the Way out West festival in Gothenburg on August 9th. How will that show differ from the Europe and US tour that you did last winter?

“It’s basically the same show, but I’ve changed some of the songs and dance numbers. There will be more Swedish songs, but one Swedish song that I always do, wherever I perform, is Dum. It’s become a favorite among my foreign fans, who sing along to the Swedish lyrics – which is really cool.”

What else are you doing this summer?

“In addition to more festival gigs around Europe, I’ve just been to the US writing and recording new music. I have a new single ready, but we haven’t decided when it will be released yet.”

You have two million followers on Instagram and fans from all over the world who discovered your music after your participation in the global Netflix hit Young Royals – how do you feel about that?

“It feels totally okay! I’m not the first artist to take that path. Selena Gomez, Ariana Grande, Miley Cyrus – the list of artists who have made their mark through a TV show could be made long. In this way, Netflix has become a bit of today’s Disney Channel: a broad commercial channel where new talents emerge. But for me, Young Royals wasn’t first. I started in the band FO&O when I was 14 and made music and toured even then.”

Are you fully committed to your artistic career now or do you want to continue acting at the same time?

“I definitely want to act more. I’ve done a few castings for films, but nothing that has led to anything concrete yet. However, I will always be an artist first and foremost. I want to create music and become the artist I’ve always dreamed of being.”

You are the majority owner of your own beauty brand OMR Beauty, which last year more than doubled its turnover to 10.9 million kronor and made a profit of 1.5 million kronor. At the same time, you, through your company Ramo Music International AB, made almost a million kronor from your music. So you make more money from perfumes than from your artistry?

“Absolutely, that’s true, and it’s not weird. Do you know how many artists struggle to make ends meet? People think that just because you’re on a big stage at Way out West, money will rain down on you, but that’s really not the case. Now I’m in the grateful position of being able to make money from other things. I’ve become a real fragrance freak since I started OMR Beauty in 2023. Business baby – I love it!”

What’s happening at OMR Beauty this year?

“We will double our turnover again this year – at least. We released a new perfume in June, Fluid, which is doing really well. So far we have concentrated on fragrances and released three perfume lines and oils. But I have a lot of other ideas. Make-up is close at hand, but I have plans for other things too. We have only just started this journey.”

And your Young Royals co-star Edvin Ryding is involved in a corner of the company?

“Yes, he has been behind the scenes since the start, as a co-owner and ambassador. Last year we released the joint perfume Duo, which sold out immediately. Edvin and I really click with each other and he wants to be even more involved in the company. We are now talking about how we can find new ways and develop the collaboration. I can’t say much more at the moment, but we will definitely do more things together.”

But then you will have to change the name of the company from OMR Beauty, right?

"There might be a new name, yes. But we haven't decided what form it will take. When we started OMR Beauty, the idea was to focus on makeup and cosmetics, but now we want to think a little wider than just beauty."