The Nordic minimalistic and conscious living has also reached personal care. It is a NO to unnecessary chemicals and harmful substances. Health and safety are individuals’ and families’ priority when related to the products they are using.
It is a search for more natural, organic and innovative based ingredients and products that improve our everyday life. Brands are fulfilling different needs from a more generic to a more personalized one. Either it is a search for a sensory and an indulgence experience, a fusionist looking for a good combination of science and nature, a purist where less is more, or just for those with special needs such as asthma and allergies.