Skip to main content Skip to main menu Skip to search


Because we’re from Sweden, nature holds a very special place in our hearts. It’s part of who we are and how we live. This love and respect for nature is reflected in our passion for responsible beauty products and our commitment to sustainability.

For a better, more beautiful tomorrow

We’re doing everything we can to make our beauty products and manufacturing processes more sustainable, focusing on initiatives that help to protect our climate, preserve our forests and care for our oceans.

Climate leader

We are proud to be one of Europe’s Climate Leaders in 2022 according to Financial Times Europe’s Climate Leaders Special Report. Reducing our climate impact is an ongoing priority and key to reducing our environmental impact overall.

Forest friendly

In Sweden, we grow up surrounded by vast green forest landscapes, so we have an in-built appreciation for our forests and the valuable resources and ingredients they provide. That’s why 99% of our catalogue paper and cardboard packaging is from credible certified paper mills or recycled materials. We have planted and protected approximately 7 million trees since 2019 in reforestation and conservation programmes around the world, helping to protect our precious climate.

Water-smart beauty

Water is a key ingredient in cosmetics formulations and manufacturing, so we take great care to use it wisely and where possible, to use less. Have you tried our Love Nature shampoo bar? It is developed with less water and a more concentrated formula.