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Product philosophy

Our Swedish view

Because we’re from Sweden, we have a different view on beauty and the way we develop our products. Since the very beginning, we always considered the combination of nature and science to be an important part of how we do things and to offer people safe, reliable and effective products. This is what we’ve built our reputation on.


Inspired by nature

Our Swedish nature has always played an important role for us. The plants that live and survive in our harsh Nordic climate – withstanding cold, dark winters and short, intense summers – inspire us and when creating our products we let nature lead the way. We were amongst the first in the world to create cosmetics made from natural extracts such as birch sap extract – decades before other brands started doing so.

Today we continue to respect and understand the potency and benefits that natural ingredients offer – whether that’s working with plant stem cells or using natural exfoliants in our rinse-off products. In fact, all of our extracts are sourced from nature and every ingredient we use undergoes our rigorous Eco-Ethical Screening to assess their quality, safety and source. So we ensure it’s good for you and doesn’t harm the planet either.



Powered by science

With more than 50 years of experience, we deliver high quality, easy to understand, high-performance products, created with cutting edge science and through dedicated and often groundbreaking research. We are constantly searching for better solutions and technologies in order to create innovative products that perform, whilst being respectful of you and of nature. Our patented technologies and first in the world innovations are often complemented with clinically proven product performance tests.

Our scientists and technical experts cover a variety of disciplines and areas of expertise including, but not limited to: Formulation Science, Chemistry, Skin Science (physiology and biology), Skin Ageing and Analysis, Food Science, Nutritional Science, Clinical Testing and Instrumentation. These experts, along with our state-of-the-art Research and Development facilities, allow us to create safer, better products for our consumers.




The standards we live by

Our commitment to developing products you can believe in and stand by is defined by our high product standards.




Introducing our product standards