In 2012, Wilma and Emil Holmqvist created a Youtube channel with the purpose to inspire people to be more positive and confident. Throughout their whole lives they had the passion and drive to build something from scratch. 4 years, 375 videos and 370 000 subscribers later, Wilmas Beauty is one of Sweden’s most popular Youtube channels for teenagers. Now, the duo is launching their very first clothing and makeup brand called HICKAP. A brand in line with that positive energy they always tried to convey to their audience through their social media channels. The first collection is based on the idea of affordable products boosted with confidence and class. A driving force that runs through the veins of the two young entrepreneurs.