When expanding from Denmark across the region, Nilens Jord’s Brand Director Heidi Schnoor Sørup shares the differences between the markets, and an industry overview of where we’re heading in natural.
Based around a philosophy of clean and fragrance-free beauty, Nilens Jord has worked since 1982 to inspire confidence with accessible, affordable, high-quality products that are safe, easy to use, and a joy to apply. A well-kept Danish secret, the now Matas-owned label expands to the rest of the Nordics through the—also Matas acquired—retailer Kicks. Heidi Schnoor Sørup (pictured centre above), Brand Director, sees challenges as well as market opportunities for natural beauty, the latter driven by clean beauty being on of the fastest growing segments.
– On top of that, Scandi beauty is predicted as one of the bigger macro trends for 2026, where high performance meets functionality combined with aesthetic design. This creates a unique opportunity for brands that can unite authenticity and innovation to stand out in an increasingly competitive market.
When expanding to the rest of the Nordics, what have you noticed in consumer behaviour for natural beauty in the other countries?
– Natural is at the top of the list for many consumers. Not natural in the way of organic beauty, but more in the way of a natural look, coming from ‘good-for-skin’ products. The Nordic consumer favours a simple skincare routine, multi-use makeup products, and prefers a natural look with a healthy glow. Less ‘anti’ and more pro, hence our skincare line Pro-Age Repair.
– We are only at the beginning of exploring these markets in depth. Each step forward brings new insights that make us wiser and better equipped to meet the needs and wishes of Nordic consumers. After all, the brand has been co-created together with Danish consumers for more than 40 years – and perhaps the future will see products shaped specifically for Nordic consumers across the region. I know we would love developing on that.
What are the differences between the different Nordic beauty markets?
– Overall, Nordic consumers value simplicity and authenticity, and we do see more similarities than differences. However, there are a few areas where behaviour differs by market. Finns have a strong preference for clean and natural ingredients that align with their deep connection to nature. It is also our understanding, that Finns are more inspired by everything Danish compared to their Nordic neighbours. Swedes value high-quality products with multiple uses, aligning with their practical and efficient mindset. Norwegians likes well-known brands that are rooted in a long history and have achieved a solid position in the market. They are willing to invest in luxury items, provided they align with minimalist and functional principles, while Danes emphasises minimal, design-driven clean beauty.
Nilens Jord’s brand-new launch of the Guava makeup shade comes with a perfect timing in terms of trends.
– It aligns with a broader cultural shift where food and beauty intersect, especially on platforms like TikTok, Schnoor Sørup explains. Consumers are drawn to sensorial names that evoke freshness and relatability, making fruit-inspired shades instantly memorable. Last year was all about strawberry makeup, earlier this year we saw latte-makeup, and the pantone color of the year is Mocha Mousse. This fall is all about Guava offering a modern, vibrant tone that feels both current and timeless.
And where are we heading in natural beauty?
– In the future, efficacy will be a baseline, not a bonus. The communication ‘Clean’ will not be sufficient. Consumers will demand clinical validation, measurable outcomes, and proof points, not just ‘absence of bad stuff.’ Brands will need to have a more education-focused mindset. Clean today is much about skincare and will expand more into hair and makeup.
– There are two macro trends for 2026 that stand out for us and that also really resonate for us as a brand.
– Essential Minimalism is redefining what modern beauty looks like, placing clarity, intention, and transparency at the forefront. As consumers push back against digital overwhelm and overcomplicated routines, they’re embracing curated product lines, honest communication, and brands that do more with less. We would like to cut through the noise with purposeful offerings and lead with authenticity, transparency, and clear communication to earn trust and gain traction across categories, Schnoor Sørup shares. She continues:
– The Science-Driven Efficacy macro trend reflects a decisive consumer shift toward skincare that proves its claims through data, not just branding. In an increasingly ingredient-literate market, efficacy must be verified—consumers demand clinical validation, transparent formulation, and education that empowers informed decision-making. They are looking for brands that publish detailed concentration levels and test results, the future of skincare belongs to those who prioritise precision, performance, and trust. We understand that actives like retinoids, peptides, and niacinamide are no longer enough on their own. We will share light on how well they work, in what concentration, and under what testing conditions. And we will stay curious about new ingredients like exosomes and the next generation of microbiome-friendly and postbiotic ingredients.