Viking Magazine - June 2021 - 22

salons in Norway, Slovakia, Finland
and Sweden, and sold worldwide in
boutiques, spas and online.
The explosion of Engervik's Marina
Miracle isn't an isolated success
story. In recent years, demand for
Scandinavian-made skincare solutions
has soared, thanks to a movement
known as " S-beauty " or " lagom
beauty. " Lagom is the Swedish concept
of balance and harmony, when
something is neither too little nor too
much.
INSPIRED BY NATURE
Similar to the way Korea's K-beauty
captured global attention a few
years ago for its emphasis on
a multi-step skincare routine;
ingredients like yuza, bamboo
and cactus; and makeup
trends such as glass, honey
and dumpling skin, S-beauty
taps into the simple, natural,
sustainable ideals that define the
Scandinavian way of life.
" Nordic beauty comes
from the holistic approach to
wellbeing, " explains Charlotta
Sylvén, Nordic general manager
at Finland-based beauty brand
Lumene. " In the Nordics, a
unique blend of resilience,
mindfulness and harmony
with nature is deeply rooted
in everyday life. Our secret is
a healthy lifestyle and balance
in everything we do. Nordic
consumers are truly natural in
their beauty ideals. They don't
want to cover up with too much
makeup, but tend to prefer a look that
is effortlessly chic and fresh. "
The key to achieving that aesthetic
begins in Scandinavians' own
backyards through " wild-crafting, " the
practice of harvesting plants, typically
hand-picked, from their natural or wild
habitat. Ripe berries like cloudberry,
arctic bramble and lingonberry offer
antioxidants that protect skin from
pollutants and UV rays, plus boast
anti-aging benefits. Other natural
ingredients-think birch, Nordic
cottongrass, roseroot, meadowsweet-
are tapped for their hydrating and
nourishing potential.
Of course, you can't discount the
geography of the Scandinavian region
when it comes to unparalleled skincare
production. The Nordic countries
are surrounded by quality water
sources, a crucial piece of the formula
when creating pure and safe skincare
products. At Lumene, for example, they
only use Finnish water, acknowledged
by UNESCO to be the purest in the
world. Additionally, the unique Arctic
light cycle-19 to 24 hours of light
daily during the summer, and zero to
six hours of light in the winter-makes
for a cooler ground temperature,
encouraging plants to produce nutrients
that are more potent than those
found in flora grown elsewhere.
This commitment to
locally sourced ingredients
and natural processes puts
sustainability at the forefront
of the Scandinavian beauty
industry. " Because nature is
our playground and source of
our ingredients, we also have a
responsibility toward it, " says
Sylvén. " The Nordic natural
resources must be harnessed
with a respectful and sustainable
approach. "
BEYOND SKIN-DEEP
While companies like Lumene
and Marina Miracle want
to help their customers get
that coveted fresh-faced
look that's so popular in
Scandinavia, the benefits of
natural, organic products are
beyond skin-deep-especially
10 Nordic Beauty Brands to Know
Lumene
lumene.com
Foreo
foreo.com
22 VIKING JUNE 2021
Henua Organics
henuaorganics.com
Marina Miracle
marinamiracle.com
sonsofnorway.com
Sachajuan
sachajuan.com
Inari Arctic Beauty
inari-cosmetics.com
Nuori
nuori.us
Viking Beauty Secrets
vikingbeauty.com
Skyn Iceland
skyniceland.com
Kjær Weis
kjaerweis.com

http://www.lumene.com http://www.henuaorganics.com http://www.sachajuan.com http://www.skyniceland.com http://www.nuori.us http://www.foreo.com http://www.marinamiracle.com http://www.vikingbeauty.com http://www.kjaerweis.com http://www.inari-cosmetics.com http://www.sonsofnorway.com

Viking Magazine - June 2021

Table of Contents for the Digital Edition of Viking Magazine - June 2021