Before we dive into this week’s stories, I have to tell you something...

We’re going live -
for the very first time! 🥹✨

It’s our cozy (and slightly mischievous) Frøya Halloween Flash Sale, and honestly… I’m both excited and a little nervous to finally meet so many of you live!
There’ll be skincare magic, laughter (hopefully not tech chaos 😅), and a few beautiful surprises:
💛 Everyone who joins gets a free surprise gift
🎁 You can win free skincare
🕯️ Exclusive offers - for a few hours only!
It’s all happening in just one hour, streaming on TikTok and Instagram.
So grab your cup of tea (or something stronger 😉) and come hang out!
I can’t wait to see your names pop up in the chat!

And now… back to the pumpkins and potions 🎃

If you’d told me a few weeks ago that I’d be writing this surrounded by pumpkins, passport stamps, and spring air in Argentina, I would’ve laughed.
Yet here I am as I’m writing this letter to you - halfway around the world, celebrating Halloween in a place where it’s springtime, not spooky season 🌸🎃
Meanwhile, back home in Norway, the air is crisp, the candles are lit, and little ghosts are wandering through the streets demanding candy.
It’s officially the season of tricks, treats - and a few terrifying truths about what we put on our skin 👀
Because yes, some of the scariest things this Halloween aren’t the masks or the cobwebs…
They’re hiding in your makeup bag, your «healthy» gym clothes, and even your favorite skincare 👻
This week’s letter is a mix of all the things I love most: a little science, a little storytelling, a little travel - and a lot of real talk about what’s actually haunting your skin barrier. 

We’ll talk about:

😱 The creepy chemicals that sneak into your daily routine
❄️ The wild Arctic ingredients that make Frøya so different
🎥 Our Halloween live event (with gifts, giveaways, and a flash sale!)
✈️ And how my tiny Frøya jars just survived a 13-hour flight ++ to Buenos Aires

So grab your pumpkin spice, and let’s dive in - because this week, the monsters are real… they just smell like perfume 💀🌸

The season of treats, tricks & toxic

 surprises

Halloween wasn’t really «a thing» when I was little, but now it’s everywhere - from tiny villages to city streets filled with pumpkins and little ghosts 🎃👻
Here, the tradition is still fairly new. When I was little, we might dress up in kindergarten or do a shy little «trick-or-treat» on our own street. Nothing like the full-on celebrations you see today.
Now, every store is bursting with pumpkins, cobwebs and candy all through October - and there are Halloween events everywhere.
I actually love dressing up (I mean, when else can you wear something ridiculous in public?), but let’s be honest - the kids steal the show.

We don’t have children ourselves, but we do have nieces and nephews we absolutely adore - and this week’s recipe is dedicated to them (and to all the sweet, spooky little monsters out there, grown-ups included) 😉

These «bat bites» won’t scare anyone - but what should give us chills are the chemicals that sneak into our everyday lives... 😣

Scary chemicals: The real monsters

You know by now how passionate I (and everyone at Frøya) am about this: avoiding ingredients that can quietly harm us over time.
If you’re afraid of chemicals…
you should be.
And if you’re not sure yet - keep reading 👀
I’m like a sponge when it comes to new research in this field, and I love sharing what I learn with you. Let me share some recent learnings.
Recently, Norwegian scientists issued a new warning:
Exercise is supposed to make us healthier - yet many workout clothes contain PFAS, the so-called «forever chemicals».
These substances are found in everything from cookware to cosmetics.
Some are already banned in Norway and the EU, and more are on the way out. This recent study (if you like digging into science, you’ll find it here, and if you want more, just hit the reply button) shows how serious it really is.

PFAS make fabrics water-repellent - but they can also be absorbed through the skin when we sweat. Researchers warn that long-term exposure may affect both hormonal balance and immune function.

And here’s why that matters:
Up to 64% of what you put on your skin can be absorbed straight into your bloodstream.

So it’s absolutely not irrelevant what we wear - or what we apply.
Choose natural fibers like wool, linen, and cotton for your clothes.
And choose skincare with ingredients you actually recognize - good for you, and good for the earth 🌿

How to choose 
PFAS-free workout clothes

✔ Avoid garments labeled «water-repellent», «stain-resistant», or «breathable» without clear chemical details
✔ Use sites like pfascentral.org to check safer brands
✔ Choose companies with transparent chemical policies
✔ Don’t hesitate to ask questions in the store - consumer demand truly shapes what’s offered
✔ Look for the Nordic Swan Ecolabel (or similar trusted eco-labels)

🤔 Have you ever checked what’s actually inside your skincare or gym wear?
Hit reply - I’d love to know what surprised you most when you did.

From chemical to Wild Arctic

Not all ingredients are created equal.
At Frøya, we live by a simple truth:
the quality of the ingredients determines the quality of the results.

Most skincare brands use materials from the lowest levels - Level 1 or 2 - filled with synthetic chemicals like parabens, paraffin, phthalates, fluorides, formaldehyde, sodium lauryl sulfate, and heavy metals.
They’re cheap to produce, yes - but they’re also known to irritate the skin, disrupt hormones, and accumulate in the body and the environment over time.
We chose the opposite path.
Frøya sources ingredients from the highest levels - Level 5 to 7 - organic, wild-grown, and Arctic botanicals that survive in the harshest climates on Earth.
They’re rich in antioxidants, essential fatty acids, and natural actives that the skin recognizes and actually uses to restore its own balance.

Discover how our wild Arctic ingredients protect your skin barrier

In short:
From chemical to wild.
From industrial to natural.
From dead to alive.
That’s what we mean by
true Frøya power ❄️🌿
Which Frøya product do you reach for when your skin needs a little calm?
(Your answer might show up in next week’s letter!)

Today’s magic - our Halloween live event! ✨

And now, a little treat of our own!
Today, on Halloween Friday, we’re going live - a little digital Frøya gathering: part magic, part mischief, and part flash sale.
If you opened this email right as it landed (shoutout to you! 🙌), the live starts in just about an hour -
streaming on both TikTok and
Instagram.
There’ll be treats (no tricks, promise):
🎁 Surprise gifts for everyone who joins
💛 The chance to win free skincare
🕯️ Flash sale prices for a limited time only
If you’re reading this later, don’t worry - you can still watch the replay!
I answer tons of questions during the session, so there’s plenty to learn even after it’s over.
Hope to see you live! 👋

🌎 Greetings from… Argentina! 🇦🇷

Yes, you read that right. This week, I traded the chilly autumn air at our Norwegian farm for warm spring breezes in… Argentina!
I’ve travelled halfway around the world to meet part of our Frøya team here on a ranch outside Buenos Aires.
It’s such a joy to connect face-to-face with colleagues who usually work from different corners of the world.

And let me tell you - our little Frøya jars are perfect for travel.
They’re small, sturdy, and easy to pack.
Since they’re concentrated balms with no added water, a little goes a long way - and each jar is well under 100 ml, so you can easily bring them in your carry-on.
No spills, no mess - just calm in tiny jars💛
After nearly 24 hours of travel (the longest stretch being a 13-hour flight from Amsterdam to Buenos Aires), I can confirm one thing:
Airplane air is dry. But not when you have Frøya in your bag.
A quick layer mid-flight, and my skin stayed soft and calm the entire way.
Highly recommended for your next trip ✈️✨😉
(yes - there are photos of me mid-flight, balm in hand, to prove it!)

Spooky skin barrier damage? Let’s fix that!

Traveling like this, stress, harsh products, cold air and over-cleansing can truly haunt your skin. It can throw your entire skin barrier off balance.
And honestly?
That’s when things get spooky 👻
Because when your barrier is weakened, your skin starts acting haunted - red, itchy, uneven, and tired.
When that happens, your skin gets dry, red, and reactive.
That’s why every Frøya formula is designed to strengthen and calm,
not strip.

So if your face feels more like a haunted house than a happy home,
it’s time for a little balm magic!
Have you ever had that «my skin feels haunted» moment - dry, red, unpredictable?
Tell me what helped - or what didn’t! I’m collecting real stories for a future letter.

See you live! 👋
And a little hint for next week…

I hope to see you at our Halloween live event - it’s going to be cozy, fun, and full of surprises 🔮🎉
And if you miss it, don’t worry - there will be more live events later on 💛
And next week… let’s just say I’ve got something exciting to talk about.
Could it be a new tool for the farm?
A three-tiered cake recipe?
…or maybe a brand-new Frøya product? 👀
Stay tuned to find out!

Before You Go!

What’s your favorite Halloween tradition - dressing up, candy, or hiding from the doorbell? 😅
Hit reply and tell me - I love hearing from you!
And, as always, your little emoji rating means the world 👇
✨ 🤍 Loved it!
🌿 Really enjoyed it
🫖 Perfect reading with my tea
😅 Not quite my vibe this week

Warm Halloween hugs,
Line 🕯️💛
The heart of Frøya

The Balls: (Makes about 15 )

Ingredients:

• 10 dates
• 4 tbsp coconut oil
• 2 tbsp cocoa powder (100% or raw)
• 1 dl rolled oats
• 1 tsp vanilla powder
• 1 pinch sea salt
• 1 pinch cinnamon

Instructions:

1. If you have time, soak the dates in warm water for a little while before using them. Dry and finely chop the dates.
2. In a bowl, mix the coconut oil with the cocoa powder, vanilla, sea salt, and cinnamon. Stir well. Then add the oats and dates, and combine thoroughly using a spatula.
3. Place the mixture in the fridge for about 15–20 minutes to firm up a bit.
4. Take it out and roll small balls between your hands.

If you’re not planning to decorate them with eyes and wings, you can simply roll them in shredded coconut instead! 🦇

Eyes and Wings

Ingredients:

• 25 g white chocolate
• 50 g dark chocolate

Instructions:

1. Roughly chop the chocolate and place the white and dark chocolate in separate ziplock bags. Submerge the bags in a bowl of warm tap water. Let them sit until the chocolate has melted (or, if you prefer precision, temper the chocolate properly).
2. Cut a small hole in the tip of the bag with the white chocolate and pipe small circles onto a sheet of baking paper — these will be the whites of the eyes.
3. Then cut an even smaller hole in the bag with the dark chocolate and pipe a small dot in the center of each white circle (before it hardens) to create the pupils. Place in the fridge to set.
4. Draw bat wings on a sheet of paper and place a layer of baking paper on top. Use the remaining melted dark chocolate to pipe the wings following your template. Let them set in a cool place (or in the fridge if the chocolate isn’t tempered).
5. Finally, attach two eyes and a pair of wings to each ball — and you’re done! 🦇