By  on May 20, 2016

Before Iceland was featured in an American Express commercial, it was Gigja Hlín Wesneski’s home. “It’s super trendy now, and it used to be my secret place,” said the Northern California resident born to an Icelandic mother and American father who moved to the U.S. from the Nordic island nation as a youngster.

Hipsters are drawn to Iceland by qualities Wesneski long understood and that underpin her new skin-care brand, Root Science. “Iceland is a place of purity and raw energy as the volcanoes and geysers there show. The purity and energy inspire the way I formulate,” she said. “I look for really pure, powerful and raw ingredients. We take organic and natural to a whole other level.”

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