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L:a Bruket Brings Natural and Nontoxic Brand to the U.S.

L:Bruket is inspired by a walk on the beach and the benefits of natural ingredients.

With all the attention that’s been directed to Asian skin care, a duo from Sweden want to enlighten U.S. customers about their country’s heritage in finding beauty in nature.

This month, Monica Kylén and Mats Johansson, founders of L:a Bruket, a Swedish natural and nontoxic skin-care brand, are launching in the U.S. L:a Bruket sports a large footprint across the globe, including a flagship in the brand’s birthplace of Varberg, Sweden, Stockholm and most recently, Tokyo.

“We started small scale in 2009 and we are confident enough now to expand to the U.S. and other markets,” said Johansson. “We feel we have something to offer in more involved skin care with natural and organic ingredients.”

The foray into the U.S. coincides with mounting demands in America for less caustic formulas. “It is a good thing so many brands are taking a more natural path,” Johansson added. “However, what we do differently to other brands is take a more holistic approach on skin care and focus more on general skin health.”

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That means more than applying L:a Bruket’s lineup, but also drinking more water and getting better sleep. Good skin comes from a total approach, the company’s founders maintained.

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The ingredients in L:a Bruket were inspired by the Swedish environment, including those able to thrive in harsh climates. “Our ingredients, including broccoli, seaweed, cottonseed, bergamot, carrot and petitgrain work to help the consumer reconnect with nature,” Johansson said.

Like many emerging brands, there is a focus on function, rather than gender, the founders said. “The brand started when I was taking a lot of walks by the sea in Varberg. It was often harsh weather and I had the salt and seaweed on my face and I thought…this is skin care. This is skin care without the packaging and I can do something with this,” recalled Kylén. She added that skin care doesn’t need to be complicated. “We try to trust the ingredients and turn to low-tech, rather than high-tech, which results in uncomplicated products that actually work,” Johansson said.

The U.S. offer encompasses 11 items such as a lip balm, makeup remover, facial mask, face creams, washes and serum. A hero item is the Broccoli Seed Serum, a powerful antioxidant created to stimulate cell renewal and help prevent signs of aging by protecting the skin from outer environmental stresses. Pricing ranges from $15 to $75. L:a Bruket is now available to the U.S. market via the brand’s web site. However, with their retail background (they operate their own stores abroad), they plan to partner with physical chains in the future.