Born Rebel

“We created Yrolí in 2018 because we, as consumers, felt trapped in a skincare industry that sold empty promises, complicated routines and synthetic products. Yrolí is not just another skincare brand. We wanted to create a response based on health, simple routines, natural ingredients, a few effective products and a responsible approach to skincare. ” - Jette Nørgaard Haulrig and Trine-Lise Buestad-Kjeldsmark

Rebel's voice - rebel's choice

When Trine-Lise and Jette entered the skincare industry in 2018, it wasn’t driven by a traditional fascination with beauty, but by a strong will to challenge the norms and limiting narratives they encountered. As mature women with active lives and a strong belief in quality over superficial promises, they didn’t feel at home in an industry that offered unrealistic promises of eternal youth and flawless skin. Seeing women reduced to their age and subjected to beauty ideals that required complicated routines and overspending seemed disrespectful and out of date.

Jette had already started exploring the market and quickly noticed how the typical skincare choices – complicated and layered – felt unnatural and forced. Trine-Lise, who was living in Norway at the time and going through early menopause at 42, and Jette, who struggled with rosacea, were both looking for skincare that genuinely benefit their skin in a meaningful and simple way. But when they entered the stores, it was clear: the market was not designed for them. The market was built around correction and perfection – fixing flaws rather than supporting the skin, but nothing acknowledged the skin’s natural processes or the needs that come with life experience. 

The products promised to erase lines and remove years – they were about concealing, correcting and camouflaging. But Trine-Lise and Jette didn’t want to hide behind layers of products; they sought solutions that could enhance the natural beauty of their skin at every stage of life. During their many conversations, it became clear that they had to create an alternative approach to skincare. The skin’s need for balance and support became the focal point, along with the desire to prioritize quality – all with the uncompromising approach that became the foundation of Yrolí.

In Copenhagen, Jette began talking to the best chemists and experts, delving into raw materials and exploring certifications to find the most reliable and transparent choices. At the same time, Trine-Lise was working from Norway, and together they created a vision of skincare that would support the skin in its natural processes – without adding unnecessary layers. For them, it was about asking the question: What does the skin really need?

A true and simple philosophy of skincare

Their insights became the foundation of Yrolí. They learned that healthy skin is not about age, but about balance and strength. That the best skincare does not require complicated steps and an abundance of products – quite the opposite. Skin thrives best when its natural processes are allowed space, and when care is simple and focused. That is why they began to develop products that respected the skin’s ability to regenerate and protect itself, and that provided the best conditions for healthy skin.

When Trine-Lise moved back to Denmark in 2018, Yrolí Copenhagen became a reality. It was not just a skincare brand, but a challenge to the beauty industry's norms and an insistence on quality. Trine-Lise and Jette do not come from the beauty industry, and their new perspective on the field has been a great advantage. Without being bound by the industry's traditional "this is how we do it," they explored with openness and a critical approach and challenged the norms they were met with.

With deep respect for nature and the natural processes of the skin, Yrolí offers care that is uncompromising and responsible. At Yrolí, it is not about age, gender or skin types, but about the condition and needs of the skin. 

Yrolí is based on a simple philosophy: When skin is healthy and balanced, it highlights its own natural beauty. A strong skin barrier and optimal moisture balance give the skin resilience and keep it elastic and with a natural glow. Yrolí's carefully selected ingredients work with the skin's natural processes, so it can appear healthy and strong - without covering or correcting. With a few, carefully selected layers, Yrolí's products are created to strengthen and support the skin - without unnecessary consumption and without dictating unnatural ideals.

Y

Y represents their why – a reminder of their commitment to quality, responsibility and transparency. Trine-Lise and Jette’s innovative perspective, free from the beauty industry’s conventional thinking, has shaped Yrolí as a brand that goes against the grain. Yrolí is skincare created for those who want a credible and meaningful alternative – a brand where beauty starts with healthy skin and respect for nature.

Born rebel – skincare with a purpose

That's why Yrolí is a born rebel – a rebellion against beauty norms and against overconsumption. It's skincare where certifications, both at product and company level, ensure credibility, traceability and an uncompromising commitment to quality. In a world where everything can be fixed, Yrolí chooses to focus on supporting real, healthy skin.