Ulrica Wihlborg is an award-winning entertainment journalist and magazine editor with more than 15 years experience at Time Inc.’s People magazine, the top weekly magazine in the U.S. with more than 40 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 20 cover and second-cover stories, such as Christina Aguilera’s worldwide baby exclusive and pop star Pink’s wedding in Costa Rica. A seasoned interviewer, she’s 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, Heidi Klum, Ashton Kutcher, Eva Longoria, Melissa McCarthy, Helen Mirren, Eddie Murphy, John Travolta and Kelly Preston, Olivia Wilde and Reese Witherspoon among others.
Ulrica was awarded the Henry R. Luce Award for Breaking News in 2009 for breaking more than 30 exclusives in one year on People.com. She has also been honored by Reporters Without Borders for her human interest work. 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.
After welcoming her third child, Ulrica took a leap of faith and left Hollywood — and People — in 2012 in search of a more serene life. A year later, she founded Sweden With Love. The site is run in the spirit of a monthly magazine, with gutsy writing, exclusive interviews and world-class photography. Her goal is to provide original, high-quality content that entertains and inspires us to live an authentic and mindful life.
Also an accomplished photographer, Ulrica was chosen as one of the top portrait photographers in the U.S. by Rangefinder magazine in 2009. Her photographs have appeared on The Today Show, Good Morning America, Live with Regis & Kelly, The Martha Stewart Show, The Early Show, Entertainment Tonight, Dr. Phil, as well as published in Oprah At Home, C magazine, Los Angeles Confidential, Parents magazine, Parent & Child among others. She is the photographer of two books: Full of Love and Secret Ingredients, both authored by Entertainment Tonight co-anchor Nancy O’Dell.
Ulrica is the mom of three young children. She’s also a vegan and a yoga teacher. She and her husband Craig Forrest divide their time with their children in Sweden and California.
Photograph of Ulrica by Elizabeth Messina ©2014.
