Viking Magazine - June 2021 - 25

" Nordic beauty
comes from
the holistic
approach to
wellbeing. "
-Charlotta Sylvén,
Nordic general manager, Lumene
out there that aren't
good for you. As
women, we use so
many deodorants,
shampoo, makeup-
it might be this
huge chemical
cocktail that we
get each day, " says
Jenni Tuominen,
a cosmetologistturned-beauty-brand
founder.
Tuominen
was
working in the
cosmetic industry
when she began to
learn more about
the ingredients in
the products she
was working with.
" I never really
questioned the
when compared to cheaper drugstore
brands that feature a long list of
unpronounceable ingredients.
Some beauty products contain what
are known as endocrine-disrupting
chemicals (EDCs), which interfere with
your hormones, according to the MD
Cancer Center. The Endocrine Society
believes these EDCs can increase the
risk for uterine, ovarian and breast
cancer, but these products haven't been
pulled from store shelves because EDC
research is challenging " due to the wide
range in time, duration and extent that
exposures may have occurred. "
Further, although the FDA requires
that cosmetics be safe, it does not have
the authority to require companies to
actually test their cosmetic products,
with the exception of some color
additives, before they are put on the
market, says the American Cancer
Society.
Translation: We, as consumers, must
do our own due diligence.
" I feel there are still so many products
products that I used until my own skin
started to react, " she says. " I wanted to
know more about what was in them.
That's how my path to natural and
organic skincare started. "
In 2018, Tuominen and her sister
Anu launched Henua Organics' first
product line, and currently sell an oil
cleanser, toner, moisturizer, vitamin
oil and body lotion. In the three years
they've been in business, their products
are already touted in more than a dozen
countries, ship worldwide, and have
landed in the hands of celebrities like
Alicia Silverstone and Suki Waterhouse.
Consumers have fallen in love with the
clean, sleek packaging boasting short
lists of ingredients like birch sap, pine
bark, sea buckthorn, oat, lingonberry
and lemongrass.
" Our slogan is 'Nothing more,
but more than enough,' " says
Tuominen. It's a perfect reflection of
the slow, simple, minimalistic lifestyle
Scandinavians have mastered-and it's
time the rest of the world takes note.
sonsofnorway.com VIKING JUNE 2021 25
A Tech
Twist on
Beauty
When FOREO launched with its
first product in 2013, the beauty
world was forced to invent a
completely new sub-category
of the industry: beautytech.
The Stockholm-based company
had created a sonic and silicone
facial cleansing brush, LUNA,
that exfoliates and works to
prevent aging. It took off, and
since then, the FOREO brand
has expanded to include
blue light acne treatment,
microcurrent facial firming, eye
massage and more-all with the
goal of providing consumers
with spa-like treatments in the
comfort of their own homes to
encourage personal wellbeing
and self-care.
" Feeling taken care of is
beautiful. Youth is beautiful.
Novelty is beautiful, and so
is wisdom, " says FOREO's
general manager of the Nordic
markets, Maria Lundtang. " We
feel inspired by the demand
and constant craving for more
visionary and boundarypushing
beauty and wellbeing
products. So we continue on,
forever changed and challenged
by the needs of our customers. "
http://www.sonsofnorway.com
Viking Magazine - June 2021

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