fjör - fjor | About us | The story behind fjor

The story behind fjör

fjör is made for busy people by busy people. Get to know the ethos of fjör and about the founder, Natalie Enslöw.

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

The fjör Philosophy

Simple

Streamline your routine to focus on everything else.

Powerful

Science-backed curated formulas that work as hard as you do.

Accessible

Bringing the innovative Hydrolytic®️ Enzyme from the lab to your fingertips.

Simple

Streamline your routine to focus on everything else.

Powerful

Science-backed curated formulas that work as hard as you do.

Accessible

Bringing the innovative Hydrolytic®️ Enzyme from the lab to your fingertips.

Pictured: fjör founder, Natalie Enslöw

A Note from the Founder

Creating fjör brought together so many aspects of my life: family, heritage, environment, passion, and purpose. Experiencing my parents and myself suffer from skin issues fueled my passion for skincare. Additionally, growing up in Singapore and later living in Scandinavia and London, I experienced the impact of different climates on my skin. Pollution, water hardness, humidity, UV levels, diet, and allergies all played a role.

Inspired by Nordic simplicity, fjör was born to offer science-driven skincare for busy people who want great skin without the hassle. In April 2021, I left my full-time job to create fjör, making skincare that is accessible, simple, and powerful.

Lovingly, Natalie

Formulate products with better and fewer ingredients to minimize fjör’s impact on the ecosystem of both our planet and your skin.

Continuously improve our packaging and logistics processes to reduce our carbon footprint.

Reduce the over-consumption of skincare products by filling our formulas with all the hardest working active ingredients you need.

Ecological Ingredients

Carbon Footprint

Over-Consumption

Our Sustainability Pledge

We’ve set three clear areas we pledge to focus on, where every decision, no matter how small, contributes to a more sustainable future on our: carbon footprint, reducing over-consumption and usage of ecological ingredients.

Our Team

Natalie Enslöw
Founder & CEO

Hi, I'm Natalie and I'm the founder and CEO of fjör.

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 concepts, especially regarding the number of steps and ingredients.

William Smithwhite
Co-Founder & CFO

Hello, I'm Will, and I am CFO, COO and co-founder of fjör. I began my journey after 5 years working in Investment Banking. I decided I wanted an entrepreneurial experience. I met Natalie at the beginning of her fjör journey and watched as she developed the business over the first year.

I joined Natalie as co-founder and we set about our ambition to scale fjör. As CFO and COO, I specialize in financial and operational strategy to position the business to capture the exciting growth that the sector is experiencing.