Our Brand Promise
Consider us your personal guide in the skincare jungle. Finding a good beauty routine is not only about finding the perfect products for you and your skin but also creating good habits and living a healthy lifestyle. So you can feel as good as you look. We truly believe that beauty comes as much from the inside as the outside. With over 10 years of expertise in the industry, working with leading experts and relying on independent studies we feel confident to be able to not only offer you great products but also inspire and guide you through your skincare journey.
With a conscious selection of proven ingredients, our products are safe, effective and give visible results while still being easy to understand and easy to use. We are also striving to minimize our environmental footprint and are always aiming to improve our products and ourselves as a brand. That’s why we have all-vegan products, almost all recyclable packaging and are free from harmful ingredients.
In the end, it’s not only about making you look good – it’s about making you feel good. That’s the role we play.
During her career as an international top model Emma developed a passion for skincare. Using products that worked was key in a job where healthy skin was a must. Back in Sweden she couldn’t find those effective and safe products that were easy to use and gave simple explanations of the role of various ingredients and what results to expect. Based on Emma’s great interest in skincare, the strong personal brand she built as a model and her friend Nora’s experience developing businesses the duo launched Emma S. skincare. Read more
To bring to the market effective yet safe skincare we combine the best and most well tested and documented ingredients from both science and nature. Each ingredient is carefully selected to have the right properties, demonstrated effect and well documented proof of being safe to use.
We always make sure that we use the recommended dose of each ingredient and ensure that the ingredients have the desired combined effect in the final formulations. For our customers to feel completely comfortable using our products we follow the strictest international standards and avoid the European Union’s blacklist of 400 chemical ingredients. All Emma S. products are vegan, cruelty-free and free from parabens, mineral oils, micro plastics, PFSA-substances and cyclic silicones. Read more
We love developing our products and are involved in each step of the development process. From the idea stage where we choose ingredients, textures, packaging and scent all the way to the last approval of the final formulation. We have high demands and expect our products to be effective and give visible results. We conduct independent studies on many of our products to ensure that they deliver according to promise.
To us skincare and our products are so much more than “just a cream”, it is a complete experience. Read more
Emma S. co-founder and CEO Emma Wiklund (formerly Sjöberg) is a former supermodel that recharged and became one of Sweden’s most successful skincare entrepreneurs.
“I developed my passion for skincare during my modelling years when healthy skin was key to be able to work. Caring for my skin using a solid skincare routine and the right types of products became an important part of everyday life. I am truly enjoying combining my experiences from back then with all the new things happening in the skincare world including ingredients, independent studies, packaging and new technologies.” Read more
Our Sustainability Approach
Our passion for effective and safe skincare stretches beyond skincare itself, we aspire to leave a conscious footprint every step of the way. Our ingredients are carefully selected to be safe for you and the environment. We only work with certified suppliers and manufacture all of our products in Sweden. And we strive to continuously improve logistics and packaging. As positive sustainable development takes place at all levels in society, we will continue to upgrade our ambitions and strategy. Read more