The Danish beauty brand turns to a strong international consumer demand and trusted third-party certifications to remain ahead of the game in a saturated conscious beauty landscape.

In times when everyone’s trying to communicate consciousness, Urtekram can point to a heritage of working with it since its founding, in 1972. Long before it was ever a thing, a trend or a demand. 

– Our products were sold in a small organic shop in Copenhagen, out of conviction that natural and organic products would be the best choice, says Head of Urtekram Beauty, Petra Månsson. 

– Today, the products are sold in more than 30 countries. They are certified by Ecocert COSMOS ORGANIC, the bottles are made from recycled and recyclable plastic, and the tubes are made of more than 50% from plant-based plastic. The products are produced in Mariager in Denmark, where the production facilities operate with renewable energy, LED lighting, and energy-efficiency measures. As part of the Midsona Group, we’re aligned with the Science Based Targets initiative.

– Our roots are deeply entwined with the very essence of the North, where nature is not just a resource, but a way of life that we want to protect. That’s why we’ve been making products with an unwavering commitment to natural eco-consciousness since day one. Our products are made with natural, botanical ingredients with 99–100% natural origin, gentle formulas that care for skin and hair. Our name says it all: ‘Urte‘ means herbs and ‘kram‘ means hug.

With a lower attention span and complicated language, sustainability can be hard to communicate. How do you work?

– We see strong international demand from consumers who value conscious consumption and healthy lifestyles. The communication of our trusted third-party certifications provides clear proof that our sustainability claims are genuine. Our community feels a strong connection to our values and heritage. This heritage is rooted in the Nordics, and our no-nonsense, no shortcut approach to natural beauty care aims to deliver products that let consumers feel good, look good, and do good.

Speaking of sustainability, how do you keep up with current and upcoming EU regulations?

– In a market where beauty and sustainability often clash, we are positive about clearer regulations that help level the playing field, driving the sustainability agenda in the beauty industry. Take, for example, stricter regulations on sustainability claims and packaging.  

– In regard to packaging, where we already have a strong focus, in addition, we are conducting risk assessments of our packaging portfolio in line with upcoming legislation, while working closely with strategic suppliers who provide specialist insights. We see these regulatory changes as an opportunity. Although packaging will increasingly be governed by external requirements, the shift aligns with our sustainability strategy, and several strong initiatives are already underway

This March, Urtekram went to Cosmoprof in Bologna for the first time, premiering the new line Nordic Hair Styling with Care.

– It’s responding to the growing demand for natural hair styling solutions that are both effective and gentle on hair and the environment. Inspired by Nordic simplicity, the range embraces a minimalistic approach to beauty rooted in nature. It features three innovative products—The Anti-frizz Heat Protection Styling Cream, The Strengthening Hair Serum, and the Salt Water Spray—designed to deliver high performance, a natural look, and our eco-conscious commitment.

And what do you forecast to be the next big thing within sustainability in beauty?

– Waterless beauty and beauty with less water are evolving from niche concepts to a strategic priority in the industry. As traditional skin and hair care formulas often contain 60–90% water, reducing or eliminating it reshapes sustainability practices, formulation science, packaging, and even business models.

– Its environmental impact is significant: lighter products reduce shipping emissions, manufacturing requires less water, fewer preservatives are needed, and packaging can be smaller. It aligns with key megatrends, including climate resilience, ingredient potency, minimalist routines, and portability. While it will not replace traditional products, it represents an innovation-driven category that signals a strong commitment to sustainability, Månsson concludes.