Less is more: Changing the face of luxury skincare OM-SE is a relative newcomer on the luxury skincare scene, but the Swedish label is already turning heads. Employing a Scandi-minimalist approach, OM-SE (‘to care for’ in Swedish) is disrupting the conventions of high-end beauty routines by condensing 13 facial treatments into just three potent, multi-use products. By Lotta Lassesson
|
Photos: OM-SE
As the adage goes, necessity is the mother of invention. Husband-andwife duo Jenny and Jacob Huurinainen founded OM-SE in 2020, after Jenny’s personal journey to clear her postpregnancy complexion. By applying only her own additive-free skincare products, based on fewer – but potent – naturallyactive ingredients, Jenny rediscovered radiant skin. Jacob soon adopted the same minimalist practice.
Treat’ routine provides skin with the everyday essential nutrition and hydration it needs for a healthy glow – in just three steps. “Our three-step routine does the work of 13 products. It smartly replaces eye-makeup remover, pre-cleanse, face wash, toner, essence, serum, lash/ brow serum, beard oil, moisturiser, day cream, night cream, eye cream and setting spray,” Jenny explains.
Today, OM-SE has become a word-ofmouth sensation. Its high-performing plant-based and unisex ‘Clean, Hydrate,
First, the all-in-one Face Cleansing Oil naturally dissolves make-up and pollutants and harmonises sebum production,
54 |
Issue 146
|
September 2022
Three steps to radiant skin
while protecting the skin’s microbiome. Seven cold-pressed skin-protecting oils, including apricot, jojoba and oat, nurture and purify, without the need for preservatives.