The CEO and Head of Brands at Nordic Beauty Inc aims to position Nordic beauty brands as the next global mega-trend in the beauty world.

Rönkkö is deeply passionate about showcasing and introducing Nordic beauty to the world. For her, Nordic beauty is more of a philosophy rather than an aesthetic, grounded in balance, nature, and wellbeing. 

– We believe skincare should support both the skin and the mind, she says. Whether through cooling rituals inspired by icy Nordic waters or microbiome innovations powered by our forests, we want to make natural, effective skincare accessible to everyone.

Described by Rönkkö as “a forest bath in a bottle”, patented Finnish innovation Re-Connecting Nature is the world’s first natural forest microbial extract designed to replicate the biodiversity of Finnish nature — without disturbing the forest floor. 

– It contains hundreds of species found in natural soil and has been clinically shown to restore the skin’s microbiome balance, strengthen the barrier, enhance regeneration and collagen levels, reduce redness and irritation. Last but not least, to support atopic skin and reduce the need for medication in studies involving atopic dermatitis patients, she says, continuing,

– It brings the proven wellbeing benefits of ‘forest exposure’ into topical skincare — something completely new in the beauty industry and fully aligned with the rising focus on longevity, sensitive skin care, and microbiome health.

Nordic Beauty Inc’s in-house brand, NOBE, just launched two novelties: Forest Elixir Microbiome Restoring Day & Night Cream and Cooling Care Awakening Eye Serum.

– Together, Rönkkö explains, they bring two strengths of Nordic nature into modern skincare: microbiome science and arctic hydration. 

– The Day & Night Cream uses the Re-Connecting Nature forest microbial extract. The Eye Serum, on the other hand, delivers an instant refreshing ‘arctic breeze’ effect powered by upcycled Nordic oat xylitol, aloe vera, and peppermint to hydrate, de-puff, and strengthen the delicate eye area.

And NOBE is doing quite good, it seems!

– Yes, NOBE is growing rapidly. Demand for natural, science-driven Nordic skincare has increased across Europe. Our presence has strengthened in retail, e-commerce, and international markets, supported by category growth in natural beauty and consumers’ interest in Nordic ingredients.

– We continue to scale strategically through new partnerships, retail activations, press and influencer initiatives, and upcoming international expansions.

Is the perception and curiosity about Nordic beauty different on different markets? If so, how?

– Absolutely. And, in a way that benefits NOBE. Across Central Europe, Nordic beauty is perceived as authentic, clean, and trustworthy, supported by our strong ingredient story and sustainability mindset.

– In Southern Europe, consumers are increasingly curious about minimalistic routines, barrier care, and natural aesthetics – categories where Nordic beauty excels.

– In the Nordics, the appeal comes from familiarity and trust: consumers know oat oil, xylitol, and the microbiome science behind forest exposure.

– Additionally, global macro trends such as holistic self-care, longevity, microbiome health, and formulations that look natural accelerate demand for the values we represent.

What other macro trends do you see coming?

– Microbiome and longevity are moving from niche to mainstream. Brands that can scientifically demonstrate microbiome support, skin resilience, and long-term health are winning trust.

– ‘Natural but clinical’ is the new expectation. Consumers want natural ingredients, but with proof. Science-driven natural beauty is one of the growing segments.

– Sensitive skin innovation is booming. A rise in stress, pollution, urban living, and active treatments has made calming, repairing, and barrier-strengthening formulas essential.

– Emotional beauty is becoming a category. Ritualistic, self-care-driven products that address wellbeing, not just appearance, are outperforming traditional offerings.

And what are your end consumers looking for right now?

– Several behaviours stand out:

– Barrier repair and skin health first. Consumers seek long-term benefits, not quick fixes. 

– Sensitive-skin safe products: ingredients that calm, protect, and reduce irritation are in high demand. 

– Natural efficacy, not just ‘clean beauty,’ but natural formulations backed by research. 

– Emotional beauty and wellbeing – products that create everyday rituals, reduce stress, and support mental wellbeing.

– Transparent brand stories. Authenticity, origin of ingredients, and scientific backing matter more than ever.

– Affordable premium – consumers want high performance at fair prices, especially in economic uncertainty.

– These behaviours mirror the macro trends highlighted in beauty for 2025–2026: holistic wellness, simplicity, longevity, and science-driven efficacy.