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Launches we like: December
Catch up on our curated list of new releases by brands and beauty services from the Nordics and beyond.
By JOHAN MAGNUSSON
6 Dec 2023

In this edition: Circular initiatives in Finland, ”the world’s best deodorant” with minimal environmental impact, a positive alternative to time-wasting social media for the beauty audience, and two ambitious co-creation initiatives. Also: An ambitious launch highlighting an inclusive interpretation of masculinity and another one celebrating craft and challenging conventional beauty norms. Last but not least: A majority of salon appointments are booked outside opening hours, according to new report.


Rimita Green: ”The importance of the circular economy will grow”

According to Minna Uusitalo, co-founder and Managing Director of Helsinki-based skincare brand Rimita Green, the growing demand for natural skincare products will change the nature of the business from ”niche” products to mainstream. The brand just dropped RimitaOats Facial Mist, a deeply moisturizing mist which also nourishes and keeps moisture well in the skin. It includes active ingredients from domestic plants, including rose root from Finnish Lapland and also Xylitol provided by, also Finnish, Fazer Foodtech.

— The chaff left over from the production of oat foods is utilised in the form of innovative oat xylitol as a raw material for a moisturising face spray, Uusitalo says. Alongside Fazer’s strong heritage in food production, the company is now also offering plant-based ingredients to the personal care industry. Fazer Xylitol is suitable for personal care products, combining sustainable ingredients with technology. Fazer is merging state-of-the-art technology with plant-based ingredients to meet both the emerging consumer demand for sustainable ingredients within personal care and to optimise the use of resources of the planet.

What do you predict will be the one big ingredient in 2024? 

— I think the importance of the circular economy will grow. We will see more ingredients coming from side streams of the food industry. Finland is the second biggest producer of oat in the world.  All oat-based ingredients have such a good impact on healthy skin. The use of them as ingredients in cosmetics will for sure grow. We believe that oat xylitol will be one of the next big hit ingredients in natural cosmetics.


Fero: ”We wanted to create a ’need’ product in the ethically best possible way”

In 2019, Erik Östling initiated a project with the idea of holistically creating the world’s best deodorant. The goal was to create a product with minimal environmental impact but with maximal impact on wellness. The result is Fero — natural, vegan, aluminium and plastic-free deodorants utilising the latest deodorizing science and natural perfume oils to ensure effective performance.

— Deodorant isn’t glamorous, but it matters, says Östling. Most people have likely used it daily since their teens. We wanted to create a ’need’ product in the ethically best possible way. We believe what touches your skin daily should benefit you, so we’ve crafted our deodorants with carefully selected natural ingredients to give both confidence and peace of mind.

— We have done everything from scratch and tested over 30 deodorant formulas. The proprietary paper tube is made in 16:9 format, 29mm thick to fit into any mailbox and together with the e-com envelope weighs 99 grams. Every little detail has been thoroughly thought through.

The design is colourful and playful, created in a limited number of eight different artworks from local artists.

— We imagined a small object that not only solved a daily need but was also nice to have at home, carry around, and show.

What was the most challenging when creating it? 

— A close friend of mine told me, ’you have taken the most difficult product, created the most difficult packaging and now you will have to sell it to the most difficult crowd’. And yes, that’s exactly how it feels — and it has taken 4 years.


Glamanic aims to offer a positive alternative to time-wasting social media

In a world where social media often becomes a source of negativity and time waster, the brand-new Swedish app Glamanic focuses only on beauty. It’s a platform for users to explore beauty products without distractions, and includes tutorials, video reviews of products which are also user-generated, and price comparisons of beauty products via Klarna Pricerunner. 

According to the team behind, Glamanic fills a void in the market and shall be a safe place to explore, learn, and share without fear of negative comments or irrelevant content.

— We created Glamanic to be a contrast to the time-wasting social media. Here you can actually learn something valuable about beauty and find the right products for you, at the lowest price, says Frida Fock, CEO.


A co-created winter saga

For its brand-new fragrance, Winter Saga, Scandinavian perfume house Unifrom aimed to broaden its perspective of who decides what something smells like. In this case: Winter. People from around the world, the brand suggests, will have different ideas of what winter smells like. So, Uniform reached out to 1,000 people in a special survey. The responses gathered took into account the emotions, sounds, and smells associated with the cold months in, for instance, Japan, Iceland, or South Africa — resulting in a fragrance that aims to fully embody winter. 

Founder Haisam Mohammed, can you take us through the process?

— While walking through Stockholm on a cold winter night in 2021, I found myself attempting to capture the essence of ’winter’. What characteristics define it, and to which scent profile does winter belong? The apparent answers, such as sharp, icy, metallic, and such, came to mind. Simultaneously, I became aware that the scent of winter must varies depending on your location in the world. Quickly becoming consumed by this idea, I recognised it as the perfect opportunity to engage our community and allow them to influence the fragrance. I embarked on a mission of trying to interview 1,000 people from various corners of the globe, posing the question, ’What does winter smell like?’ The objective was to encompass as many nationalities as possible, ultimately creating one of the world’s first user-generated fragrances.

— This is also very personal for me as getting a foot into the fragrance industry was very hard. With this initiative, we are catering to the big group of underrepresented people who may be interested in perfumery but are yet to get the chance. Here we invite them to be a part of the process.

For their efforts, participants will be named as co-creators and, together with Unifrom, be credited for creating the scent.

Related: How Haisam Mohammed sniffs out cross-industry collaborations


Co-creating a healthy dewy glow

Co-creation is clearly on the rise, and of course also for the leading global beauty players. One of them, Cetes, just launched NOMMON, using a so-called Co-lab group with Beauty Creators to provide their views on the portfolio and products.

— We believe collaboration is built on two things: contribution and connection, Ann-Sofie Kjellman, who works with Insight & Business Development at Cetes Cosmetics, explains. We run the co-creation process both physically and digitally and work with a digital forum. We discuss, share, and decide upon things together.

Tell us about your new launch, Instant Glow Up Primer.

— The first range of co-created NOMMON products are hybrid skincare formulations selected by the Beauty Creators in the co-lab group. Skincare hybrid means that these are first and foremost efficient skincare formulations but they also provide a no-makeup makeup look. The key benefits: instant and deep hydration for your skin and at the same time a healthy dewy glow.

How did you work with co-creation for the drop?

— The co-lab group has tested many formulation concepts that were prepared by our chemists or from our suppliers prior to project start. As a group, they selected the ones that they overall preferred and then started working on details, suggesting formulation changes, adding or removing ingredients, fragrances, colours, and pigments. These changes were then performed by our chemists and new samples submitted. So far, the group has tested a total of 54 concepts in both skincare and makeup and selected 11 for launch.

Related: The keys to making a relevant co-creation beauty brand


Melyon and Fichu celebrate craft and challenge conventional beauty norms

If you can mention any Scandinavian indie beauty brand, except for CAIA Cosmetics, with a bigger media exposure during the last few years than Melyon, let us know. The founder, Roger Dupé, has taken his skincare and wellness range for melanated skin, yet suitable for all, to a global audience.

To celebrate cultural diversity, self-expression, and empowerment in hair and skincare, the brand has joined forces with Fichu, a Parisian brand specialising in high-end hair accessories. With a special expertise in durags, Fichu also shows great dedication to preserving timeless traditions and care rituals, and embraces multicultural heritage with a contemporary twist. Both brands prioritise sustainability, with Melyon utilising sustainable glass bottles, eco-friendly formulas, and packaging, while Fichu ensures meticulous craftsmanship and the use of high-quality materials in their hair accessories.

The partnership strives to empower individuals to embrace their own beauty and honour their roots. Product-wise, it has resulted in a special edition headband and Melyon’s signature Miel soap in a bid to inspire confidence and promote self-love.


New brand aims to offer men to explore wellness and drive global behaviour change

This week, Swedish OBAYATY presents its introductory collection, positioned at the intersection of innovation, lifestyle, luxury, and well-being. The range features multipurpose skincare products and colour cosmetics, developed for male skin and skincare needs, self-care and self-expression. The brand uses functional, potent formulas that combine science and nature for a high level of efficacy and to achieve both instant and long-lasting benefits.

OBAYATY wants to celebrate a modern, more inclusive interpretation of masculinity through cosmetics, aiming to implement change in the way men approach beauty and a new aesthetic which emphasises design and craftsmanship. The refillable system is engineered to minimise waste whilst also being durable. All products, which include face contour, illuminating stick, and retouch stick, are formulated to meet ECHA European Chemicals Agency standards and the brand’s own, extended blacklist.


Report: Majority of salon appointments are booked outside opening hours

Booksalon operates in the UK, Ireland, and the Nordics and the platform has over 5000 salons spread across multiple EU markets. The company has experienced a YoY growth of more than 300%, an NPS score (Net promoter score) of 70, and a churn rate lower than 0.5%. 

Now, the Finnish paytech company has launched a new report showing that a majority of British salon appointments are made outside opening hours. The insights are based on data from more than 460,000 appointment bookings and show a clear customer preference for flexibility. This is a challenge for British salons, where many still operate with paper and phone to schedule appointments for their clients. A 2020 study showed that 75% of British salons did not use any digital booking systems, resulting in an estimated industry loss of over €1.4 billion from missed appointments alone. These data suggests that salon owners who do not use digital booking solutions miss out on many potential customers by restricting booking opportunities to business hours.

— People are getting used to digital access to anything they need, at any time. The hair and beauty industry is no different, and we see an increasing trend where appointments are booked outside opening hours. It’s much easier to find time to do this on the train to work or at breakfast than calling in during work. There is no doubt that those British salons who are able to digitise will take an increasing market share going forward, says Harri Myllylä, CEO of booksalon.

Another interesting data point from booksalon is about access to digital gift cards. A popular gift for occasions like Christmas, Mother’s Day, or birthdays, there is a distinct difference between when Brits buy gift cards and when they book their appointments. By far, most gift cards are bought during the day, at lunchtime or in the early afternoon. Globally, the majority of gift cards are still purchased only on the 23rd of December, showing that people do their gift shopping, especially beauty treatment gift shopping, at the very last minute.

Booksalon also sees a clear preference for buying gift cards last minute, with most sales happening close to major gift-giving holidays. For Christmas, the last four days before Christmas Day are the busiest. In total, salons sell five times more gift cards in December than in an average month. For entrepreneurs, gift cards are a great way to balance income, as quieter times are compensated by gift card sales spikes.

— Gift cards are an increasingly popular way to show appreciation for a loved one, and our data shows most of them are bought during work hours. That could be because lunchtime is a good time to quickly pop out and buy a gift, but it could also speak to the lack of easy access to these products online. With more salons allowing customers to shop online, these numbers are likely to change over time, Myllylä concludes.

booksalon’s data graphics.

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