Founded on Frøya's principles

Nature, beauty & magically fast results

In Norse mythology, Frøya represented beauty rooted in vitality, nourishment, and inner strength, a beauty that exists in balance with nature and with ourselves.

And that’s where this story begins.

Modern life asks a lot of us.

To be available. Productive. Informed. Optimized.
To look good, feel good, perform well - all at once.

And somewhere along the way, care quietly turned into pressure.

Skincare became another thing to «fix».
Health became another standard to live up to.

Frøya exists as a gentle counterweight to that.

A return to common sense.
To biology.
To Nordic rhythms that have supported bodies - and the women living in them - for generations.

And this is where my story begins.

Modern life asks a lot of us.

To be available. Productive. Informed. Optimized.
To look good, feel good, perform well - all at once.

And somewhere along the way, care quietly turned into pressure.

Skincare became another thing to «fix».
Health became another standard to live up to.

Frøya exists as a gentle counterweight to that.

A return to common sense.
To biology.
To Nordic rhythms that have supported bodies - and the women living in them - for generations.

And this is where my story begins.

For a long time, I lived a life that looked good from the outside.

I had a demanding, well-paid job in media. Long days. Late nights. Deadlines that never really stopped. I was constantly connected, constantly informed, constantly «on».

But underneath it all, something was quietly unraveling.

I wasn’t eating well.

I wasn’t sleeping deeply.

And I certainly wasn’t taking care of myself.

For a long time, I lived a life that looked good from the outside.

I had a demanding, well-paid job in media. Long days. Late nights. Deadlines that never really stopped. I was constantly connected, constantly informed, constantly «on».

But underneath it all, something was quietly unraveling.

I wasn’t eating well.

I wasn’t sleeping deeply.

And I certainly wasn’t taking care of myself.

My body tried to tell me.

Gently at first, then louder.

My digestion struggled.
My energy dipped.
My nervous system never fully relaxed.
And my skin showed it before anything else did.

Dullness. Irritation. Breakouts.
A face that looked tired - and older - than I felt inside. I remember standing in front of the mirror some mornings and barely recognizing myself. That reflection didn’t feel like me.

Doctors said it was stress.
Friends told me to slow down.
But nothing changed, because I wasn’t changing what truly mattered.

My body tried to tell me.

Gently at first, then louder.

My digestion struggled.
My energy dipped.
My nervous system never fully relaxed.
And my skin showed it before anything else did.

Dullness. Irritation. Breakouts.
A face that looked tired - and older - than I felt inside. I remember standing in front of the mirror some mornings and barely recognizing myself. That reflection didn’t feel like me.

Doctors said it was stress.
Friends told me to slow down.
But nothing changed, because I wasn’t changing what truly mattered.

So I made the hardest, most liberating decision of my life.

I walked away from my job.
I left the city.
And I moved back to nature, to a small farm in Norway.

Not to escape life.
But to come back to it.

Out here, things move differently.
Days have rhythm again.
Light and darkness matter.
Meals are simpler.
Silence exists.

And the body, when you finally give it space, starts speaking in a language you can actually understand.

So I made the hardest, most liberating decision of my life.

I walked away from my job.
I left the city.
And I moved back to nature, to a small farm in Norway.

Not to escape life.
But to come back to it.

Out here, things move differently.
Days have rhythm again.
Light and darkness matter.
Meals are simpler.
Silence exists.

And the body, when you finally give it space, starts speaking in a language you can actually understand.

That’s when I learned something that stopped me in my tracks:

Up to 64% of what we put on our skin is absorbed into the body.

And most modern skincare?
It’s ultra-processed. Filled with fillers, synthetic fragrances, hormone disruptors, and ingredients designed more for shelf life and profit than for human biology.

I read obsessively.
Modern studies on skin barrier function, inflammation, hormone disruption, bioavailability. I spent hours digging through old books and archives, trying to understand how women before us cared for their health and skin in harsh climates long before «skincare» became an industry. I sought out formulators, herbalists, chemists, dermatological research - people who understood both tradition and science.

What surprised me most was not how different the answers were.It was how often they pointed to the same place.

I had already stopped eating junk food for my gut. Why was I still feeding my skin the equivalent?

That’s when I learned something that stopped me in my tracks:

Up to 64% of what we put on our skin is absorbed into the body.

And most modern skincare?
It’s ultra-processed. Filled with fillers, synthetic fragrances, hormone disruptors, and ingredients designed more for shelf life and profit than for human biology.

I read obsessively.
Modern studies on skin barrier function, inflammation, hormone disruption, bioavailability. I spent hours digging through old books and archives, trying to understand how women before us cared for their health and skin in harsh climates long before «skincare» became an industry. I sought out formulators, herbalists, chemists, dermatological research - people who understood both tradition and science.

What surprised me most was not how different the answers were.It was how often they pointed to the same place.

I had already stopped eating junk food for my gut. Why was I still feeding my skin the equivalent?

So I went back. Not backwards, but back to the roots.

To what women in the North have always known.

Here, survival shaped wisdom. Arctic plants don’t grow gently, they grow resilient. Harsh cold, short summers, brutal winds. And that stress makes them extraordinarily rich in antioxidants, nutrients, and protective compounds.

For centuries, Nordic women used herbs, berries, oils, and beeswax to protect their skin, heal wounds, and stay balanced through long winters and demanding lives.

Not as luxury.

As common sense.

So I went back. Not backwards, but back to the roots.

To what women in the North have always known.

Here, survival shaped wisdom. Arctic plants don’t grow gently, they grow resilient. Harsh cold, short summers, brutal winds. And that stress makes them extraordinarily rich in antioxidants, nutrients, and protective compounds.

For centuries, Nordic women used herbs, berries, oils, and beeswax to protect their skin, heal wounds, and stay balanced through long winters and demanding lives.

Not as luxury.

As common sense.

Frøya was born from that understanding.

Every formula is built like whole food for your skin. No water, no fillers, no shortcuts. Just potent, Arctic botanicals that support the skin barrier, calm inflammation, and work with your body instead of against it - the same principles Nordic women have trusted for generations, now confirmed by modern science.

Frøya was born from that understanding.

Every formula is built like whole food for your skin. No water, no fillers, no shortcuts. Just potent, Arctic botanicals that support the skin barrier, calm inflammation, and work with your body instead of against it - the same principles Nordic women have trusted for generations, now confirmed by modern science.

But very quickly, something bigger became clear.

This wasn’t just about skin.

Women began telling us they felt more confident. More grounded. More energized. More like themselves again.

Because when your skin stops fighting you, your nervous system softens.

When your routines become supportive instead of punishing, life feels lighter.

And when care replaces perfection, something shifts deeply - inside and out.

Frøya is not about chasing flawlessness.

It’s about strengthening what’s already yours.

But very quickly, something bigger became clear.

This wasn’t just about skin.

Women began telling us they felt more confident. More grounded. More energized. More like themselves again.

Because when your skin stops fighting you, your nervous system softens.

When your routines become supportive instead of punishing, life feels lighter.

And when care replaces perfection, something shifts deeply - inside and out.

Frøya is not about chasing flawlessness.

It’s about strengthening what’s already yours.

Today, Frøya is part of something much larger than a product line.

It’s a growing, borderless sisterhood, grounded in care rather than perfection. Inspired by Nordic ways of living. Shaped by small, mindful acts practiced over time. A reminder that health, beauty, and resilience are built quietly - day by day.

Through our letters, our rituals, our shared stories, women from all over the world connect here. We exchange experiences, struggles, laughter, and wisdom - just like women have always done, long before algorithms and trends.

Today, Frøya is part of something much larger than a product line.

It’s a growing, borderless sisterhood, grounded in care rather than perfection. Inspired by Nordic ways of living. Shaped by small, mindful acts practiced over time. A reminder that health, beauty, and resilience are built quietly - day by day.

Through our letters, our rituals, our shared stories, women from all over the world connect here. We exchange experiences, struggles, laughter, and wisdom - just like women have always done, long before algorithms and trends.

From my farm in Norway to wherever you are in the world, this is my invitation to you:

You don’t need to do everything.

You don’t need to be perfect.

You just need to care - a little more, a little more often.

Frøya isn’t just skincare.

It’s a way back to yourself.

And you are always welcome here 🤍

- Line
The heart of Frøya