Tove Lo founded Pretty Swede Records in 2022, releasing her 2023 LP 'Dirt Femme' and the collaborative 'HEAT' EP with SG Lewis in 2024. The label also signed the artist googly eyes, marking its first release outside of Tove Lo's own projects.
Tove Lo joined forces with CANN to create 'Passion Peach Maté,' a caffeinated, cannabis-infused beverage inspired by Berlin club culture. In 2021, she also invested in the company and participated in its marketing campaign.
Tove Lo teamed up with E.l.f. Cosmetics for its Beautyscape event in 2020, focusing on scouting beauty's rising stars to help create a music-inspired color cosmetics and skincare collection.
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