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WE ARE IN MY TONE

A passion for color & style meets technical innovation

Our story

Stina and Albin, founders of In My Tone

STINA LÖNNKVIST

Not sure which colors suit you best? You’re not alone. Many of us fall for trend colors or buy what looks good on others, yet still stand in front of the wardrobe feeling like something’s off. For Stina Lönnkvist, color analysis became the key, and her personal interest quickly grew into a passion.

Today, Stina has helped tens of thousands of people find their colors. She and her husband Albin started In My Tone as a passion project, with a vision to create a modern, inspiring, and accessible platform for online color analysis.

The team behind In My Tone

In My Tone is a small but passionate team of five. We’re all dedicated to helping you find (and love!) your very best colors.
Stina, Färganalytiker
“Nothing makes me happier than seeing how the right colors can change not only a person’s appearance, but also their confidence.”

Stina

Albin, Tech & Product
“Our digital Pro platform bridges the gap between your analysis results and smarter, color-guided shopping.”

Albin

Our promise to you

At In My Tone, we help you find the colors that truly elevate you and your style. From personal color analysis to guides and digital shopping tools, we make color analysis simple, inspiring, and accessible.

Personal guidance

We have deep knowledge of color analysis and value personal guidance and customization. Every color analysis is reviewed by at least two people on our team.

Accessible to everyone

No matter who you are, where you live, or what your circumstances are, you’re always welcome to book a digital color analysis with us. We also offer color analysis and reports in English.

The latest knowledge

We use proven, certified methods – and make sure we stay ahead. Our services are continuously updated, giving you access to the latest knowledge in color analysis.

Your entire color journey

We’re with you throughout your journey, from curiosity to an updated wardrobe. Finding your color palette is at the heart of In My Tone, but we can also help with everything that comes with it.

Press

Watch our founder Stina Lönnkvist on TV4’s Nyhetsmorgon, where host Jenny Strömstedt interviews her about modern color analysis.
Watch on TV4 Play

Partners we’ve worked with

The book
Färganalys

Stina Lönnkvist is the author of the book Färganalys – A modern handbook to finding your best colors. The book is published by Bonnier Fakta and is available now (in Swedish).
Cover of the book Färganalys – A modern handbook

“In this book, color analysis expert Stina Lönnkvist takes a fresh approach to the big trend of the 1980s in a pedagogical, fun, and inspiring way, guiding you to find and love your very best colors.”

  • The perfect mix of information and inspiration
  • The science of colors
  • The seasonal system for color analysis
  • How to do a self-analysis
  • Overview of all 12 seasons
  • Styling, style and beauty
  • Bonus: Draping pages for self-analysis

PRICE 249 SEK

Buy on Adlibris

Ready to begin your style journey and find your best colors?

Start your digital
color analysis today

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