While working as a segment producer and director for several Swedish reality TV shows, she entered Melodifestivalen 2011 with the song "My Heart Is Refusing Me", which became a top 10 hit in Sweden.

[15] Loreen returned to the public eye when she took part in Melodifestivalen 2011 with the song "My Heart Is Refusing Me", which she co-wrote with Moh Denebi and Björn Djupström.

[16] After coming fourth in the second semi-final in Gothenburg on 12 February 2011, she competed in the Second Chance round,[17] but failed to qualify for the final after a sing-off with Sara Varga.

[20] In the first semi-final of Melodifestivalen 2012 on 4 February, Loreen advanced directly to the final round with her entry "Euphoria",[21] written by Thomas G:son and Peter Boström.

[22] She won the national final on 10 March with a combined total of 268 points and represented Sweden in the Eurovision Song Contest 2012 in Baku, Azerbaijan.

[27] "Euphoria" is also noted for having a consistent chart presence in the UK, remaining in the top 20 for weeks after the competition, which was rare for a Eurovision song.

[40][41] The song is called "We Got the Power", and was produced by Patrik Berger and written by Ester Dean, who have previously worked with Icona Pop, Rihanna and Robyn.

[53] On 7 April, during a concert in Amsterdam, Loreen announced that "Jupiter Drive" and "Dumpster" had been chosen as the next singles for her next album, to be released in August 2014.

[54][55] That same month it was announced that Loreen had started planning her second studio album, working with producers such as Taped Rai, Ted Krotkiewski, Tobias Fröberg and Tim Denéve.

[57][60] Loreen grossed more than US$372.000 (2.885.139,00 SEK) and En Euforisk Jul was the 16th biggest selling tour by a Swedish singer in Sweden in 2014.

[65] Additionally, Loreen performed at the 11th Kristallen in Sweden, where she sang a cover of Rodríguez's "Sugar Man", as part of the ceremony's "In Memoriam" segment.

[76] Loreen performed as interval act during the Second Chance round of Melodifestivalen 2015 on 7 March singing the lead single off of Paperlight, "Paper Light (Higher)".

[79][80] From 21 November to 18 December 2015, Loreen jointed the Christmas tour Julgalan 2015 in Sweden along with Måns Zelmerlöw, Lena Philipsson, Miss Li, Ola Salo, Jill Johnson, Petter, Hasse Andersson, Darin and David Hellenius.

[84][85][86] However, the official music video, inspired by the 1979 film Over the Edge,[87] received generally negative reviews by fans and critics.

[111] On 30 April 2020, it was announced Loreen was joining the Swedish TV show Så mycket bättre to be aired in Autumn.

[112] Later in the year, it was announced she would be part of the Netflix film JJ+E to be released 8 September 2021, portraying Maria, the main character's mother.

[125][126] On 1 April 2023, Loreen was a guest celebrity judge in the episode "Dragodifestivalen" of the Swedish language reality television series Drag Race Sverige broadcast on SVT1 and SVT Play.

[128][129] In April 2024, she was awarded the Government's Music Export Prize by the Ministry for Foreign Affairs for her contribution to "spreading a modern and positive image of Sweden abroad".

[130] In May 2024, a European tour set to start in 2025 was announced alongside a new song "Forever" which was performed at the Eurovision 2024 Grand Final, held in Malmö,[131] and released on 10 May 2024.

[132] During the Eurovision Song Contest 2012 in Baku, Azerbaijan, Loreen was the only entrant to meet local human rights activists.

[135] In July 2012, Loreen performed at Slavianski Bazaar in Belarus, where Belarusian president Alexander Lukashenko was in attendance.

[136] Loreen later stated she was fully aware of the risks coming with "speaking out," including the possibility of being stopped or arrested at the airport when trying to return home.

[138][139] Later that year, she visited Kabul and Yaskin Bala, Afghanistan, with Minister for Foreign Affairs of Sweden, Carl Bildt, where she oversaw construction of a new school.

[141][142] In March 2022, Loreen performed at Sverige samlas och hjälper, a live fundraising gala in support of Ukraine after the Russian invasion.

As the winner of the previous year's contest in Liverpool, United Kingdom, the 40-year-old singer was required to present the trophy to the winning artist.