This year, Yrolí celebrates its 5th anniversary, marking an opportunity to reflect, take stock and set new goals for the future. In this context, the two Yrolí founders, Trine-Lise Buestad-Kjeldsmark and Jette Nørgaard Haulrig provides an insight into the skincare industry they are a part of, where it was five years ago, where it is heading and what place Yrolí has in it.

Trine-Lise and Jette also share their thoughts on contemporary beauty ideals and the democratization of skincare, on shifting the focus from beauty to health, and on taking the lead in addressing the overconsumption of skincare – for the environment, for the skin, and for the mind.

Rethinking the skincare industry We created Yrolí five years ago because we, as consumers, felt trapped by a skincare industry that sold empty promises, complicated routines and synthetic products. We wanted to create a an alternative approach based on health, simple routines, natural ingredients, a few effective products and a responsible approach to skincare. When we started, our One Layer skincare philosophy was quite innovative, and so was our Blue Beauty approach, which had not really reached Denmark yet. The choices we made as a young company are something we are still very proud of today, including our ingredients, the fact that our products are produced in Denmark, our circular packaging principle, and that we are certified. It was essential for us to be certified, as our credibility is closely linked to transparency and traceability. Today, we are certified by Ecocert Cosmos, Vegan, AllergyCertified and the Nordic Swan Ecolabel. Our visions and ambitions for Yrolí are, fortunately, no longer unique. This is positive, as the industry as a whole is developing. However, it is more important than ever to think differently - the world as a whole needs it. And we will continue to do so at Yrolí. We want to make a difference and create the quality that we ourselves sought when we started.

From beauty to health

Traditionally, the beauty industry has been dominated by a few male founders and product developers who have dictated how we should look, and where the purpose has almost always been to fix flaws and imperfections. We have been offered short-term results, but not the long-term effects. This has created a narrow definition of femininity that women had to fit into, and from which men were excluded. Unfortunately, there has all too often been a singular focus on traditional aesthetics, with little room for diversity. Fortunately, this is changing, and we are taking back the “power”. We as consumers no longer buy into a single ideal of beauty – we don’t just want beauty, but want a greater focus on health.

A holistic approach to skincare The shift we are seeing is one that we have championed both as a skincare brand and as female leaders. We want to promote a more inclusive and supportive culture both in general and within our industry, and we want to shift the focus from beauty to health. Yrolí has a holistic approach to skincare, and skin health is in focus. We believe that the best your skin can be is healthy. Yrolí's products are developed to support skin function from within, and there are no quick fixes here. However, healthy skin cannot be reduced to skincare. We always take a long-term view and the connection between healthy skin and diet, sleep, mental health, exercise, hormones and more. This is also why we often say that we work in health rather than beauty. We have not been able to identify with the narrow perspective and values that have permeated the beauty industry in the past. It is therefore important to us that Yrolí helps to democratize and diversify skincare, but also to put health on the skincare agenda.

Not the best in the world but the best for the world

Many users who seek us out because of our One Layer philosophy, our natural ingredients and high quality, do not return to the more synthetic products or products that do not keep what they promise. This confirms to us that Yrolí is the alternative we set out to create. five years ago. Modesty is a virtue, but we are extremely proud of where Yrolí is today. We have a Yrolí community with the most loyal ambassadors, to whom we are deeply grateful. We have opened our first store and showroom in Nordhavn, where we have hosted number of events with inspiring women and partners. We are facing an eventful year, and we look forward to welcoming even more people to our Yrolí universe in Nordhavn.

Our skincare is in some of Denmark’s leading hotels and destinations, and the list continues to grow across spas, clinics and shops. We also held our first Yrolí pop-up spa, and we have more planned for the rest of the year. We can't help but look abroad, and we are developing new products that will be launched next year.

One of our biggest wishes is for Yrolí to become B Corp certified, and we have now started that process. It is crucial for us that the credibility Yrolí is built on continues, and that we make the right choices, which are not always the easiest, but help to future-proof Yrolí.

Yrolí will always be evolving, because we can always get better. It's not about being the best in the world, but the best for the world. That's Yrolí's reason for being.