L:a Bruket, an organic Swedish skincare brand that doesn’t have to shout about being clean.
Anyone who is a fan of organic skincare products must be familiar with or have seen the Swedish premium skincare brand L:a Bruket. Which is famous for its meticulous selection of natural ingredients. Unique and relaxing scents, and simple, eco-friendly packaging designs that reflect the concept of sustainability and the philosophy of ‘innovation driven by nature’.
Recently, L:a Bruket has officially launched in Thailand again under the import and distribution by Central Marketing Group (CMG), ready for everyone to access the power of nature from Sweden more.
For this event, Stanislas Le Bert, the brand’s Managing Director. Flew from Paris to Thailand to celebrate the new journey and also spoke to LIFE about the brand’s incredible journey.
What is it?
L:a Bruket is Swedish, with L:a coming from the words Lilla. Meaning small, and Bruket, meaning factory, reflecting the brand’s origins, founded by husband-and-wife team Mats Johansson and Monica Kylén.
They both turned their backs on corporate life and chose to move outside of Stockholm to Varberg, a small town on the west coast of Sweden. Surrounded by nature, sea, forests, and coastlines, and also a town with a spa culture that dates back more than 200 years.
The beginning of L:a Bruket came about when Monica Kylén, a ceramicist, was unable to find the quality soap she wanted. With extremely sensitive skin and a job that required her to touch things with her hands. She decided to make her own soap using natural ingredients around her.
The meticulously hand-formed soaps were so well received that she set out to develop new products tailored to Varberg’s volatile climate. Starting with skincare oils and scrubs. They used essential oils and local salts, inspired by the spa know-how and Swedish way of life.
Since its first product was born in 2008. Today L:a Bruket has a range of face, body, hair and home products that can be used by everyone, regardless of gender.
Swedish Authenticity & Culture
With Mats and Monica having such a strong connection to nature, they are committed to sourcing ingredients that are all-natural and only natural in Sweden.
It also takes Swedish culture and adapts it to the สมัครสมาชิก UFABET วันนี้ รับเครดิตฟรีทุกวัน modern era.
“Swedes traditionally scrub their bodies with seawater and sand. Using the salty seawater to rinse everything off, followed by a massage. We wanted to take this self-care tradition and give it a modern twist, and present it in a simple, straightforward way in our products,” says Mats.
If you scroll through your Instagram feed or website, you’ll see plenty of naked images of people enjoying nature in Sweden. Whether it’s Bastufest , a sauna party where people run naked from a hot sauna into the snow. Which inspired the brand’s popular scent, ‘254 Bastu’ – or Vinterbadare , a naked bathing in the cold ocean.
L:a Bruket injects humor into these images to convey the message that “life doesn’t have to be serious all the time,” and more importantly, “without clothes and accessories, we are still equal human beings.”
The Definition of Clean Beauty
The clean beauty trend has continued to grow in recent year. With consumers willing to pay for products that are clean and believe they are safe for their skin. However, some see it as just marketing.
For L:a Bruket, who has a strong stance on organic and natural ingredients, it doesn’t choose to shout “I’m clean!”
“Many brands claim to be clean, but it is important to explain what clean is. For us, clean is about customer satisfaction, Swedish production, COSMOS compliance and being transparent with consumers about ingredients, sources and production processes. It is our job to make sure consumers know what they are getting for their money,” explains Stanislas.
Stanislas recalled talking to Monica about the suggestion of putting the COSMOS logo on the front of the product box, but Monica refused.
“Everything we do is already clean, and it’s fundamental to our way of life. So there’s no need to shout about being clean or use it as our primary means of communication.”
If you ask how much importance Monica places on the cleanliness of her ingredients. The answer is that she can pour her products into the ocean without feeling guilty.
Behind the Code
When looking through the products, it was found that each piece had a mysterious number. Such as the famous 017 Lip Balm, 271 Lip Mask. Behind these numbers, Stanislas revealed that when the brand was making prototypes. There were many formulas that had been developed. But they had not yet come up with a specific name for the formula, so they were given a numerical code instead.
But when the perfect formula was found, the brand made that number code part of the product name.
If you search the number on the website, you can also find that product.
Stanislas jokes that he has also encountered cases where customers have walked up to the counter and ordered by giving a code number.
Care for the Nature
With a passion for nature, L:a Bruket has also created a charity campaign to protect Sweden’s coastal areas, donating 5% of proceeds from the brand’s 15th anniversary limited-edition collection Angelica to CleanSea. An organization that collects and recycles marine waste in Sweden.
In addition, the Forest Pledge project supports forest conservation by donating 5% of global sales to Naturarvet, a Swedish charity that raises funds to purchase forest areas to preserve them as valuable resources for the world.
The Sustainability Efforts
L:a Bruket’s packaging continues to reflect its sustainability philosophy. Such as durable glass bottles that protect the gentle ingredients from UV rays and are reusable, reusable cardboard boxes made from sustainably managed forests, and refillable packaging for the body care and candle lines.
For pop-up stores, environmentally friendly and reusable materials will be used. As well as a transportation system that uses solar-powered electric vehicles to transport goods from the warehouse to the airport. The warehouse itself must be located near the airport.
There is also Biotech, a technology where the brand creates ingredients in its own lab using Swedish methods to combine with naturally selected ingredients to maximize their properties, such as Algica®, a patented ingredient that helps to moisturize. Balance and protect the skin from pollution, and is part of the new line of facial products such as 280 Revitalising Eye Cream, 278 Hydra-Firming Sea Mist and 281 Protective Fluid.
The Product Range
For those who haven’t tried an L:a Bruket product before. Stanislas recommends starting with the iconic 017 Lip Balm. Which has been a hit since the day it hit shelves.
Hand products like 246 Restorative Algae Hand Peeling are inspired by Swedish nature, ancient spa know-how and Monica’s background in ceramics that influenced the way the products were developed.
He suggests using your hands to scoop the product directly from the jar for a sensory experience. Then smooth it over your hands, then inhale the relaxing scent of Elder Flower, reminiscent of Swedish spring.
The product he especially recommends for Thailand’s scorching hot weather is the 279 Replenishing Serum. With its fast-absorbing texture, it’s not sticky and helps tighten, hydrate, and plump the skin. You can apply it alone without a moisturizer.
And it is recommended to wash your face in 2 steps at night to thoroughly remove dirt with 276 Essential Cleansing Oil and 277 Mild Cleansing Gel. In the morning, just use the gel alone, which is sufficient.
Come and experience L:a Bruket today at the counter at Siam Paragon, M floor and Central Ladprao, 1st floor.
Budget: Starting at 750 baht