About | The story behind fjör | fjor
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Continue ShoppingFounded in London,
engineered in Sweden +
inspired by nature
The Hydrolytic® Enzyme spent thirty years inside a Swedish university.
This is the story of how it ended up in your bathroom.
Founder Natalie Enslöw + Dr. Mats Clarsund
A technology with no intention of becoming skincare
Dr. Mats Clarsund spent three decades developing the Hydrolytic® Enzyme at Lund University. Not for the beauty industry. As biological research, with no commercial destination in mind.
By the time we met him the work was done, peer-reviewed and patented. The hard part of this category, evidence, already existed. What was missing was anyone willing to take it to market without diluting it.
Pictured: fjör founder, Natalie Enslöw
Why I went looking
Before fjör, I dreaded trying anything new. Products left me breaking out, parts of my face swelling or worse covered in hives. I stopped trusting the category.
So I started reading instead of shopping. That led me to microbiome diversity and to a question that kept surfacing: why was I so careful about my gut and so careless with my skin, the largest organ I have?
I came from luxury, not beauty. Most of my career was at Rolex, where I learned that lasting brands never claim more than the object can do. They prove more and say less. So when I found Dr. Mats Clarsund's research at Lund, my instinct was not to build a story around it. It was to check whether it could demonstrate how it really worked on skin.
Mine stopped flaring. That is the whole reason this company exists.
Natalie Enslöw
Founder of fjör
What we decided not to do
Most of what defines fjör is subtraction
Three products, not thirty
No harsh actives
Full disclosure
Short ingredient lists
Manufacturing in Sweden
Chris T. after 6 weeks
Skin longevity is measured in years, so we ask for more than a week
The barrier responds in hours. The microbiome takes about a month. What we built this for takes longer than that, which is why every order carries a 60-day money-back guarantee. Long enough to know.
Our Team: small and mainly scientists
Natalie Enslöw
Founder & CEO
fjör means so much in so many ways, I wanted to be in the business of making people feel good about themselves. I grew up seeing the effects of two sides of the spectrum of skincare - doing too little and doing too much: my dad's sun damage and my inherited skin allergies from my mum. This shaped my early perception of skin health. It made me question traditional skincare and the effect it has on the skin microbiome.
Dr. Mats Clarsund
He received his Ph.D. from Lund University, Sweden, specializing in enzyme engineering and biotechnology. He has also authored/co-authored 36 peer-reviewed publications, including 8 patent applications.
Dr. Dietlind A.
She received her Ph.D. from Lund University, Sweden, specializing in enzyme engineering.
Karolina T.
Dag Yero Diallo
Advisor
Nicole Banks
Advisor
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