Ulrica Wihlborg is an award-winning entertainment journalist and magazine writer/editor with more than 16 years experience at Time Inc.’s People magazine, the top weekly magazine in the U.S. with more than 43 million readers a week, and People.com, the leading entertainment news site with more than 1 billion hits a month.
During her time at People, Ulrica was responsible for more than 60 cover and second-cover stories, such as Christina Aguilera’s worldwide baby exclusive and Pink’s wedding in Costa Rica. An expert interviewer, she also sat down with the likes of Jessica Alba, The Beastie Boys, Kevin Costner, Bryan Cranston, Tom Cruise, Salma Hayek, Angelina Jolie, Catherine Zeta-Jones, Nicole Kidman, Mila Kunis, Heidi Klum, Ashton Kutcher, Eva Longoria, Ricky Martin, Melissa McCarthy, Helen Mirren, Eddie Murphy, John Travolta and Kelly Preston, Olivia Wilde and Reese Witherspoon among others.
While at People, she developed, wrote and edited content for a multitude of sections including Television, Movies, Music, Health & Fitness, Style, Hollywood At Home, Great Ideas, Human Interest and News. She was also the magazine’s Weddings Editor, negotiating and booking high-profile celebrity weddings and breaking numerous exclusives on People.com. She developed extensive contacts spanning the entertainment and pop culture industry.
She was awarded the Henry R. Luce Award for Breaking News in 2009 for breaking more than 40 exclusives (U.S. and worldwide) in one year on People.com. She has also been honored by Reporters Without Borders for her human interest work.
She’s currently the founder and editor of the online lifestyle site Sweden With Love, celebrating mindful, gutsy and holistic living. A seasoned on-air entertainment and lifestyle expert, she’s been interviewed on CNN, Extra!, E! Entertainment, E! True Hollywood Story, Inside Edition and Sweden’s TV4 among others.
Ulrica and her husband, entrepreneur Craig Forrest, are the parents to three children: Axel, 9, Gustav, 6 and Liv, 4. Their wedding was featured in Modern Bride magazine and Swedish ELLE.
Welcome to this site and thank you for taking the time to consider working with me!
After 16 years in publishing at Time Inc.’s People magazine in Los Angeles, I decided to leave Hollywood in 2012 and move to a sleepy coastal town in Sweden with my husband and three small children. I hadn’t lived permanently in Sweden since I was 16 — and I knew it would be hard to give up a career, my friends and the year-round California sunshine — so it was a bit scary. But it also felt like an amazing adventure, and I was excited about the possibilities of a simpler life.
To ease the transition, I began working on the interiors of our Swedish house with one of designer Kathryn M. Ireland‘s longtime staffers. After a year of meticulous planning, we shipped the interiors in a container from LA to Sweden just days before we all boarded the plane. Interiors from Cisco Home, Rooms & Gardens, Noir, Raoul Textiles, Kathryn M. Ireland textiles, Calypso St. Barth, HD Buttercup, John Robshaw and Rachel Ashwell Shabby Chic Couture were mixed with custom-made drapery, cans of Farrow & Ball paint and furniture I had picked up over the years living in California. When it all arrived, my extended family — parents, grandparents, cousins — came together to help us unload the freight truck and place each piece in its designated spot (I bribed them with pizza).
That night, as I tucked my kids into their new beds, I knew planning the interiors from afar was one of the best decisions I’d ever made. The house, which had originally felt foreign to me, suddenly felt like home. It was as if I’d been enveloped in a gigantic hug by my cherished life in California, and merged it with my new life in Sweden.
A year later, Lonny magazine came to Sweden and photographed our home for a front page feature. When we later moved to a different home in the same town, it was rewarded with a feature on the world’s leading authority on design, Architectural Digest. When I decided to open my own yoga studio last September, design was at the forefront again. In April, 2017, Domino magazine featured the yoga studio exclusively and named it “The Prettiest Yoga Studio In the World.”
I’m now reversing the move as I begin the design of our newly acquired three-bedroom Cape Cod-style home in Pacific Palisades, California. My goal is to create a house that strikes a balance between simplicity, function and visual harmony, and perfectly mixes beauty with quirky, meaningful objects. It’ll merge the cool California style with my love for Swedish country, blending natural materials with eco-friendly decisions. You can read more about my vision here.
Since our move, I’ve also founded the lifestyle site Sweden With Love, which encompasses mindful-living tips, home tours, celebrity interviews, and a plethora of original photography. Our features have landed on the front page of Yahoo!, as well as People, Us Weekly, In Touch and Life & Style to mention a few. You can read more about my career at People magazine below.
Today, I feel I truly belong in two places: California and Sweden. It’s a wonderful sense of freedom—like the world has opened up to me in a new way. I haven’t lost anything, but I’ve gained another home and an opportunity to make life a richer experience.
Photographs by Carina Olander @2016.