We’re from Sweden and we have a different view on beauty. For us, it’s not only how you look but how you live and feel. It’s a way of life to be healthy, enjoy beautiful skin, to express yourself and have fun. It’s about being confident in who you are and finding balance in life that comes from the inside and out, that puts you in control no matter what life throws at you.
Since the start, nature has played an important part for us. We were among the first in the world to offer cosmetics with natural extracts such as birch sap. The concept of natural Swedish cosmetics has always served as our product base. Today, 100% of our extracts are natural and all of our ingredients undergo our Eco-Ethical Screening to ensure the best quality, safety and responsible sourcing.