What happens when a mother and daughter decide to create beauty products that are as kind as they are effective? One of Sweden’s most exciting beauty brands is born. Meet Lovisa Hahn Falkman – co-founder of Under Your Skin, a company that’s currently taking both Sweden and the U.S. by storm.
A family business with its heart in nature
Lovisa started Under Your Skin with her mother almost seven years ago. Today, the brand is synonymous with pure beauty, and its ambitions are international. It’s about hair care that does good – for real.
– “We have banned over 2,100 harmful substances in our products,” says Lovisa. This is far more than required by legislation, both in Europe and the US.
Made in Sweden, the products contain plant-based superheroes such as turmeric, rice protein and quinoa – and are carefully scrutinized by independent experts before ending up in the showers of customers around the world.
It all started with a gut feeling
For Lovisa, the start was personal. When she experienced a hormonal imbalance in her 20s, she started reviewing the ingredients in her beauty products – and realized there was a lot to do.
– We wanted to create something better. Something that would benefit both our bodies and nature. That’s where it all started.
And they persevered. Despite the slow years in the beginning, they continued to believe in the idea. Today, Under Your Skin is one of Sweden’s fastest growing beauty brands – and Lovisa has become something of an advocate for trusting your gut.
– It’s never wrong,” she says with a smile.
Life, team and a little tennis
When Lovisa isn’t in the middle of her beauty revolution, she can be found with her daughter Freddie and husband Daffa. It doesn’t really matter what they do – as long as they’re together. Friends, meditation and the odd tennis match (‘even though I’m not that great – yet’) are also important parts of the life puzzle.
But it’s the interaction with customers and the team that she really loves.
– I am so proud of our community. It’s more than just customers – it’s people who care about the same things we do. And our team, it makes life more fun every day.
A green office in the city center
For some time now, Under Your Skin has been located at Helio on Gamla Brogatan – a place Lovisa describes as a small oasis in the middle of the city.
– We can focus entirely on what we do best, without getting caught up in a lot of admin. That’s worth its weight in gold, especially when you’re busy with a US launch.
A typical day starts around eight, usually with the team gathered in the cozy office. On Wednesdays, breakfast is sacred, and sometimes there’s a workout at the gym across the street. All with the same feeling that permeates the whole of Under Your Skin – community, balance and passion for what really makes a difference.
– The fact that our work to free cosmetics from strong chemicals is so well received and that we are currently one of Sweden’s fastest growing beauty brands feels absolutely fantastic.
About Helio Faces
Behind every member of Helio is a story. Someone who builds, scales, tries new things – or changes track completely. Helio Faces is our series about the people who fill our houses with ideas, energy and entrepreneurship. It’s not just about what they do, but why. About the roads here and where they are heading next.
Do you also want to become part of Helio and find your way home? You can find us at info@helio.se or on 08 522 232 00.
