There are so many different beauty brands out there. What can Yrolí contribute?

Jette: Before we started Yroí, we took a step back to find out what it really takes to have healthy and beautiful skin. We came to the conclusion that it only requires a few products, but when you go down to Magasin's beauty department, there is so much variety that you lose your breath. We women generally have a lot of different products that we don't use at all, because we either don't know how to use them, or the products have become too old from having been in the drawer for years. We want to do away with that, so our range is cut right to the bone.

Trine-Lise: We believe that healthy and beautiful skin is created with natural ingredients that build the skin. Synthetic ingredients such as silicone can have an effect, but it will often only be short-term, as it can also have a drying effect. The quality of the products is important to us, so it must be pure in terms of ecology and from nature, so that you do not expose the skin to harmful substances.

Jette: With Yrolí we want to reduce the consumption of beauty products by making it simpler, and it has to be good for the skin, the head and the environment. And of course it has to work, because when something works, you get it done.

Was there anything you were missing?

Trine-Lise: I needed a brand that I could trust. I had no previous experience with beauty, so I didn't know which products were pure and effective. The beauty industry is not very transparent, and we wanted to change that so that our customers understand what they are buying.

Jette: Something that works! The skin is one of the first things we see when we meet a person, and we want to look beautiful. Especially now that we are at a mature age, where the skin changes.

What new and revolutionary research has happened in skincare?

Trine-Lise: Jette usually says that within the last five years there has been a revolution. We are completely on board with that; for example, we use an ingredient like microalgae, which is absolutely fantastic. They grow via photosynthesis, so it is both a clean and sustainable ingredient, and you can grow them so that they work for specific needs. It is actually one of the ingredients that can replace silicone, so when you use our eye serum, it can do exactly the same thing as a conventional eye serum.

Jette: We believe that this is the future, and we have a huge advantage there, as we started out as a natural brand. We were born sustainable, so we have never thought about doing anything else. However, there are a few things that you can't do with natural ingredients yet. For example, 0.5% of our conditioner consists of synthetic ingredients, because it is necessary for the hair to be soft.

Have you had any challenges along the way?

Jette: We agreed from the start that we would not exploit the world's resources, so our signature ingredients could not come from the rainforest or other vulnerable places. Two of our signature ingredients are baobab oil and marual oil from Africa, and what's special about them is that they come from trees where you can't force nature. The trees can be several 1,000 years old, and the fruit can only be used when it is ripe and has fallen to the ground.

Trine-Lise: It was important to us that there were some social projects linked to our production, so with the baobab farm, a system has been established so that those who own the baobab trees get paid before the harvest. When the fruit is ripe, it is collected in bags and taken to the factory. There are an equal number of men and women working here, and they all get the same wage, and it is of course a living wage.

Yrolí has the ECOCERT COSMOS certification, so every link in our value chain from producer to packaging is checked by a company in France, which also ensures that there is no child labor. It is more expensive, but we must be responsible.

What do you think about anti-aging?

Jette: Anti-aging is good for preventing wrinkles, but we are pro-aging because we don't want to get rid of our wrinkles. We've worked our whole lives to look like this, but our wrinkles should look nice and not be too deep. We want to make a statement that maturity is good, because it means life experience and wisdom. The beauty industry cultivates youthfulness, but we don't want to be part of that.

Trine-Lise: In the old days, older people were like gurus, and they were the ones you went to for good advice. We need to stop talking down to age and instead appreciate older women. It is a strength to be a woman because we are so good at sensing what feels right inside us. We have a strong intuition and a sharp brain.

What difference do you make with Yrolí?

Jette: If we can get people to buy less and thereby reduce the overconsumption that exists in the industry, then we have made a real difference. We have a visual image of a drawer that is crammed with products, and we would like to clean it up by emptying it completely and then adding four or five effective products.

Trine-Lise: In addition to the aforementioned ingredients, we also use cloudberries, blueberries and raspberries, which are wild berries from Lapland. Everything is organic, so there are no substances in it that can harm the environment, and it is biodegradable, so it is all part of a life cycle, and it just makes so much sense when we talk about a better future.

Finally, what are your best beauty tips for other women?

Buying quality organic products and then integrating some routines that you can actually adhere to in your everyday life.