Introducing fjör: a lean in with the founder - fjör

I’ve never been a make-up person. I’ve always thought make-up took too long that unless it was for something special,
it felt more like a chore - or it was never an option in the first place.

I’ve always preferred investing in having a solid foundation of skin than covering it up. On top of this, I’ve watched my grandmother and mother deal with their own means of skin irritation, and well that comes down to why fjör was started in the first place – if I can make one person feel better in their skin in a lifetime? Then I can say I’ve done something good in my life.

a compilation of portrait images of people for the fjör human campaign

It makes me feel so proud, imagining that fjör
is coming to life. If you told me that I’d be on this journey 2 years ago – I would’ve laughed, probably cried a little and told you that that would never happen in a million years.


And, well… here we are. And a journey it has
most certainly been.


It’s been filled with more purpose and pushed me to think deeper into the motivation and passion behind the brand. The
passion to make people feel not only comfortable. No.  but to feel confident. Confident in their skin.


Now, you’re also probably wondering what on
earth does all this tie in with a Nordic way of life, a that’s where a little bit of me comes in. I was raised in Singapore, with half Swedish and half Malaysian heritage. With that in mind, Skincare has always been an interest and it’s now in my delight to bring incredibly simple, science-driven driven and accessible skincare to you.

Explore our Hydrolytic Serum

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