How it all started

How it all started

OM-SE, which means ‘to care for’ in Swedish, is founded and run by us, Jenny and Jacob Huurinainen, with the purpose to make premium, natural active skincare that is simplified, versatile, and actually make all faces look and feel amazing.

It all started in 2016 with me Jenny, post-pregnancy with our son, having enough of dealing with my unbalanced skin. Shocked over the number of ingredients in conventional skincare, and inspired by the FODMAP methodology, I began to create her own simplified yet potent natural skincare formulas.

For the first time in my adult life, I experienced a balanced and radiant skin and didn’t feel the need to wear makeup. Jacob also started to use the products and got a glow that drew attention at work, and the business idea for a unisex skincare brand sparked.

Hundreds of formula versions later, and years of product refinement based on feedback from dedicated test-users and formulation experts, resulted in four unique, 100% natural recipes. Our skincare range is produced in an ISO-certified facility in northern Sweden, together with a production partner with over 35 years of experience handling natural organic raw ingredients.

Back to blog


Multifunctional skincare