L:a Bruket’s founder on being inspired by Sweden’s spa culture, and learning from Asian skincare

In our 10 Minutes With... series, Mats Johansson, the co-founder of the Swedish brand, shares why he thinks ‘health is the route to beauty and self-love is the route to happiness’

There’s a long tradition of spa culture in Varberg, on the west coast of Sweden. And it’s this rich history that entrepreneur Mats Johansson wanted to bring to the modern beauty industry. In 2008, Johansson and his wife Monica Kylen combined this passion for spa heritage and natural remedies with a sustainable outlook—and came up with the luxury skincare brand L:a Bruket.

Fast forward to December 2023, and the brand has just released three face masks—the 300 Nourishing Face Mask, 301 Purifying Clay Mask and 302 Exfoliating Herbal Peel—all harnessing Sweden’s natural ingredients.

Tatler spoke with Johansson about the importance of brand authenticity and what makes L:a Bruket stand out.

Above The newest face masks from L:a Bruket (Photo: courtesy of L:a Bruket)

What in your opinion makes L:a Bruket’s products stand out?
When we started the brand 15 years ago, we were early [in our sustainable approach], at least in the Scandinavian scene. At that time, there was a [growing] interest in sustainable products that had a connection with nature but there wasn’t really a brand which had [yet] embraced the traditional understanding of natural ingredients.

We also needed skincare to help cope with the harsh climate on the west coast of Sweden—that’s where a lot of the inspiration comes from. My wife is the brains behind product development.

What inspired you to combine nature with biotechnology?
There is a Swedish expression—lagom—which means not too much and not too little, and it’s significant in how we develop products and balance biotech with traditional remedies.

We wanted to elevate the experience of using well-known ingredients from Sweden, and using biotechnology can both boost the efficacy of said ingredients and contribute to improve our sustainable approach [as other ingredients can be synthesised in a lab].

We are working with an ingredient supplier just north of Gothenburg who grows micro algae in labs. It’s a fully circular production, because they bring in seawater, only use shells to grow the algae, the biomass goes as fertilisers to the fields, in animal food or fish farming, we crush the shells for ingredients and the wastewater goes back to the ocean.

Above The 302 Exfoliating Herbal Peel (Photo: courtesy of L:a Bruket)

How do L:a Bruket’s product target the skin’s microbiome?
The skin’s microbiome is complex and made up of millions of microorganisms. We should nourish it rather than wash it away as it keeps our skin strong. Ingredients such as birch—the bark and sap—contain antioxidants and antimicrobial properties, which can help with that.

What are your favourite Swedish ingredients?
Not much grows well in our climate, so the plants and herbs that do tend to be resilient and often have unique properties. The green algae that grows in these waters is amazing because it [can help] maintain skin’s elasticity and boost collagen production.

We’ve also started using sea aster—a type of flower—as it protects micro-capillaries in the face, and prevents inflammation and dryness.

Will all skin types benefit from using these masks?
All skin types would certainly benefit from using different masks to address various skin issues—such as providing deep hydration [from the Nourish Face Mask] or absorbing excess oil [with the Purifying Clay Mask]. There are also environmental factors like pollution, humidity and seasonal changes that influence what we need for our skin.

Finally, when you turn [masking] into a ritual, the process [can even] help reduce stress. Taking the time to do this regularly is the way [to get long-term benefits].

Above The 300 Nourishing Face Mask (Photo: courtesy of L:a Bruket)

What do you think the Asian and European skincare cultures can learn from each other?
While some Asian countries are known for skincare routines with numerous steps, simplicity is something we embrace [in Europe]. But it’s the shared holistic perspective which is interesting to us—we are inspired by Asian skincare culture as many countries use natural remedies in traditional medicine and healthcare.

I think in both cultures, if you’re taking the “less is more” route, you need to consider high quality.

Do you have any advice for emerging skincare brands?
Consumers are more aware and knowledgeable about skincare, so it’s important for us to be real. We see so many brands sharing ideas of wanting to make a difference, and there’s plenty of room for [everyone], but you need to have an idea of what you want to do—making sure it’s [executable] and relevant to your audience—and then stick to it.

You will carve out a piece of the market that’s for you, and your audience will appreciate you for your honesty. Our philosophy is that health is the route to beauty, and self-love is the route to happiness.

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Topics

L:a Bruket Luxury Skincare Sustainability Mats Johansson

Tatler Asia

Luxury brand L:a Bruket’s founder on being inspired by Sweden’s spa culture, subscribing to ‘less is more’, and learning from Asian skincare