fjor | About us | The story behind fjor
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Continue ShoppingThe story behind fjör.
Our Story
fjör was built on three core pillars, to be a brand that is: simple, powerful and accessible.
Our founder Natalie embarked on a journey to redefine what a simple and powerful skincare routine looks like, without losing efficacy. A skincare brand that empowers you to achieve healthier and more confident skin with fewer products and better ingredients. fjör is truly inspired by Nordic simplicity, led by design and powered by science.
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.
Our Team
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 concepts, especially regarding the number of steps and ingredients.
William Smithwhite
Co-Founder & CFO
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.
Mahaa Saeed
Marketing Lead
Dag Yero Diallo
Advisor
Alice Bonnet
Marketing Intern
Nicole Banks
Advisor
Above: fjör founder, Natalie Enslöw
From the Founder
Creating fjör brought together so many aspects of my life: family, heritage, environment, passion and purpose.
I grew up in Singapore and spent my later years in Scandinavia and London. I learned early on that skincare made a huge impact while maneuvering these wildly different climates and environments. I'm talking about: pollution levels, water hardness, humidity, UVA/UVB levels, diet, allergies and the list goes on.
It became so important that what I was putting on my skin could withstand all these environmental changes along with me and my sensitive skin. A huge driver for me was growing up watching my mum and dad suffer from the various impacts that improper skincare or lack of could result in skin irritation and severe sun damage. This really fueled my passion and purpose of taking the saying being comfortable in your own skin' in both the literal and metaphorical sense. That coupled with Nordic simplicity, fjör came to fruition.
There's something powerful in the Nordic way of life. Where less can truly be more powerful and embracing the notion of simplicity, even when it comes down to skincare, can be the change many of us need to achieve healthier skin.
That's why in April 2021, I took the leap and quit my full-time job to start fjör, to embark on a journey to develop accessible, simple and powerful skincare.
Sounds remarkably simple, doesn't it?
Lovingly, Natalie
Sustainability