What if skincare went beyond treating symptoms and instead focused on nurturing the very foundation of healthy skin? This is the guiding principle behind fjör, a brand whose name, inspired by the Icelandic word for life and energy, reflects its holistic view of skin as a living ecosystem. In this interview, we speak with Natalie Enslöw, the visionary behind fjör to uncover the inspiration that led to this science-driven approach, rooted in Nordic values of natural simplicity and unwavering quality.

We'll explore their pioneering Hydrolytic® technology and how it works to optimize the skin's microbiome, a concept increasingly recognized as central to long-term skin health. Furthermore, we'll delve into the challenges of building a brand that prioritizes scientific understanding over fleeting trends and discover fjör's commitment to educating consumers about the critical role of microbiome diversity in achieving lasting skin resilience. Join us to understand the "why" behind fjör's innovative and thoughtful approach to skincare.

What inspired the name “fjör,” and how does it reflect the brand’s mission and values? ‍

Being Swedish, I wanted a name that captured the essence of Nordic values: natural, minimalist, and uncompromising in quality. ‘fjör’ comes from the Icelandic word for life, vitality, and energy - something inherently alive. It felt like the perfect fit for a brand that sees the skin as an ecosystem, not just a surface. The name reflects our mission to create a universe that’s simple and safe, yet powered by advanced science. 

How does Hydrolytic® technology work, and what sets it apart from other skincare innovations? 

Traditional skincare focuses on treating symptoms, like dryness or sensitivity, rather than addressing the underlying ecosystem and function of the skin. At fjör, our approach is different: we focus on restoring and rebuilding the conditions that allow skin to function at its best. 

Our patented Hydrolytic® technology is a topical innovation that gently breaks down bacterial clusters and dead cell buildup on the skin’s surface. This creates the optimal environment for your own microbiome to flourish. 

What sets it apart is its ability to work with your personal skin microbiome, rather than applying a one-size-fits-all mix of probiotics. It’s a fundamentally different approach: while most skincare tries to fix surface issues, we create the conditions for skin to regain strength and resilience. Naturally.

Can you explain the concept of microbiome diversity and why it’s crucial for long-term skin health? 

Your skin is home to a living ecosystem of microbes that protect, regulate, and repair. Just like in the gut, where diverse bacteria support immunity and overall health, your skin needs a rich, balanced microbiome to function properly. In fact, the skin hosts the second-largest colony of microbes in the body. 

Microbiome diversity, meaning the variety of beneficial microbes present, is the scientific marker of healthy skin. The more diverse the microbiome, the more resilient your skin is to stress, inflammation, and imbalance. 

But today, we’re constantly disrupting that balance. Over-cleansing, harsh actives, preservatives and environmental stressors have stripped away up to 84% of skin microbiome diversity compared to our ancestors. That loss is directly tied to the rise in chronic skin issues. 

A compelling example comes from the Yanomami, an indigenous tribe living in the Amazon rainforest. Research on this uncontacted community revealed that they possess the most diverse skin microbiome ever recorded in humans. Their skin microbiome includes numerous novel bacterial species, and they experience virtually no chronic skin conditions.

Rebuilding that diversity isn’t just a nice-to-have: it’s essential. It’s the foundation of long-term skin health and it’s at the core of everything we do at fjör. 

What challenges did you face in creating a science-first brand in a beauty industry often driven by trends and aesthetics? 

The biggest challenge was cutting through the noise. Skincare is saturated with trend cycles, quick fixes, and aesthetic promises. We’re taking a different approach. Ours is a science-first approach rooted in long-term skin health, and that takes education that isn't a trend. 

Gut health has gone mainstream, and people are beginning to understand the importance of the gut microbiome. The skin microbiome is the next wave but it’s still unfamiliar territory. Explaining a world-first science like Hydrolytic® technology adds another layer of complexity, especially in a 

space built around instant gratification. So, we had to shift the conversation: real skin health starts with the microbiome. Once people experience what truly healthy skin feels like, they don’t want to go back. 

We’re not against aesthetics. We just believe that when you prioritize skin health, the cosmetic benefits follow naturally. They’re not mutually exclusive. We use active ingredients, but we’re thoughtful about how and why, because healthy skin should be the baseline, not the afterthought. 

How do you plan to educate consumers about the skin microbiome and the broader “microbiome crisis”? 

It starts with clarity, communicating real science without over-explaining or dumbing it down. We use clinical data, accessible analogies, and peer-reviewed research to make complex ideas feel relatable. Our focus is on building a strong narrative: traditional skincare treats symptoms, but long-term skin health comes from strengthening the skin’s natural function. Your microbiome is your skin barrier. Learning to care for it changes everything. 

We’re bringing this conversation to life through podcast interviews, collaborations and editorial content that goes beyond beauty. This isn’t just a trend; it’s a fundamental shift. The research is growing every day. As the evidence builds, so will awareness. Our job is to make sure we are there for every customer that takes this shift and empower consumers to be part of it. 

What role does culture play in fjör’s product development and brand storytelling? 

Culture is woven into everything we do - from our Scandinavian foundation of minimalism and to our multicultural roots and global point of view. Our approach is less about trends and more about values: intention, precision, clarity. We’re not trying to sell fantasy and quick fixes. We’re here to offer something intelligent, grounded and deeply effective. Skincare that earns its place in your life.

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