Why did you start Yrolí?

At a mature age, we wanted to do something concrete that could make a difference and contribute positively to the world. We are both value-driven and clear and determined in how we show up in the world. We like to be enterprising and make things happen.

We saw a beauty market filled with brands and products that created unnecessary needs. We saw a constant urge to buy more, with the consequence that we become confused and have drawers full of products that are left unused until they expire. Furthermore, we could see that the products often contained cheap ingredients based on synthetic chemistry that do not support either skin health or the environment.

We asked ourselves the question, is it right that we have such massive overconsumption and such bad products? Can we create a counterbalance based on quality and simplicity? So we created Yrolí.

What is the philosophy behind Yrolí?

The goal is to inspire people to to choose quality, act sustainable and reduce overconsumption of beauty products.

We create effective skincare based on natural and organically certified ingredients, so that you can get optimal skincare with just a few products and simple routines.

We want to be innovative and create an offering for the selective and conscious consumer who wants healthy and beautiful skin in a simple and a more responsible and climate-conscious way.

What is the trend in skincare right now?

We see some clear trends that are overall about loyalty, quality and credibility.

Today, we feel increasingly connected to the people and values behind a brand. We choose brands that have made clear and consistent choices. As consumers, we need a brand to have made choices for us, so that we don't have to. Otherwise, being a responsible consumer becomes far too confusing.

We are tired of the trend of overconsumption. The world is becoming too complex. We want quality and things that last. And it should be simpler and more manageable. We want to buy fewer, but better products. Less is more.

Certifications are becoming a bigger trend. This ensures credibility and traceability. Most of our products are Ecocert Cosmos Organic certified. This means that our users can be sure that our products are genuinely organic, and the organic proportion is clearly stated.

What will be the next big skincare hit?

We believe in a greater focus on maturity. We are pro-age. We are becoming more aware of the benefits of experience and age. The concept of beauty is changing, where beauty was previously associated with youth, today there is a greater focus on mature beauty. This trend is being reinforced. We want healthy and vital skin throughout life. We don't want to get rid of our wrinkles, they are a picture of the life we have lived, but we want our lines not to be too deep and for the skin to look vital and alive.

At Yrolí Skincare, we have developed our Boosting line for mature skin. This line marks an important step for us. We are the brand that has designed the best and most effective products for mature skin. We are the brand that provides effective results with few products and simple routines. For us, a well-thought-out and transparent range is a success criterion. We are constantly improving our formulations based on research and the development of natural ingredients.

Who do you admire in the beauty industry?

We admire brands that are created from clear values with a focus on quality and slow fashion / conscious lifestyle. In Denmark, a new generation of brands is emerging that take time and sustainable transformation seriously. Where sustainability is reflected in material choices, production, design, social working conditions, etc.

We see the trend in online portals that bring together sustainable brands across industries. A good example is The Comarché,; “a community of sustainable brands & game changers” that has brought together interesting Nordic brands and made the various sustainable parameters clear. Yrolí Skincare is represented in the portal.