Broccoli and fennel may just be seen as side dishes, but a unisex skin care line from Sweden, L:a Bruket, is aiming to make these veggies a part of consumers’ skin care routines with its nutrient-boosted skin care line. Founded by Monica Kylen and Mats Johansson, the all-natural brand has been around for almost 10 years and is sold in over 50 countries worldwide with flagship stores in Sweden, Switzerland and Tokyo. The brand began making its products available to the U.S. market in October via its website LaBruket.com, and according to Monica, now is the perfect time to establish it in the states.

“With the confidence in our products and the acceptance we have gained from all other markets we feel we are ready to turn to the U.S. market,” she said. “We recognize signs in the U.S. that we have seen in other markets such as a significant number of customers looking for alternative concepts with simple and honest core values they can relate to such as sustainable, non-toxic and natural. We also hope to stand out as a Swedish brand with a transparent approach, customer relevant concept and high performing products.”

The self-funded brand is manufactured in Varberg, a small fisherman’s village on the west coast of Sweden and is built to meet the skin care demands of living a modern coastal life characterized by strong winds, harsh sun and salt water. The brand believes that if the products can stand up to these harsh conditions, then they will work for anyone, anywhere.

Not so common natural and organic ingredients such as broccoli seeds, seaweed, carrots, blueberries and plums are utilized because the brand’s motto is, “If it´s good for you to eat it will be good for your skin,” said Monica. In addition to superfoods, the line utilizes vaporising essential oils to create sensorial experiences ranging from invigorating to relaxation.

There are 11 core products in the line which focuses on elasticity, moisture, nourishment and protection. Highlights include L:a Bruket Broccoli Seed Serum ($62), a hydrating antioxidant face serum with seaweed for all skin types; L:a Bruket Fennel Seed Face Wash ($39), a gentle moisturizing and protective liquid facial cleanser with Seaweed and Black pepper; and, L:a Bruket Facial Cream Rich ($49), a moisturizing and nourishing deep effect face cream with carrot and bergamot.

“Our range is a training program for your skin to help it perform better, longer, and is designed to offer a long-term perspective on skin health,” said Monica.

L:a Bruket’s typical audience is characterized as being creative, cultural, informed and open minded, with interests in sustainability, quality in ingredients as well as aesthetics. To reach these consumers, education is key for the brand.

“Currently, we educate through all touch points including on-line and social media, our store staff education program, partners, ambassadors, as well as pop-ups where our audience is spending time. Most of the knowledge about the brand is spread word-of-mouth,” said Monica. “For the U.S. launch there is a focus on on-line communications to spread the word. The first focus is to make the product accessible via sampling such as at pop-ups and events, and to partner with likeminded concepts and collaborations. The next phase would then be to grow the brand organically within the market and create a dialogue around our core values.”

While the brand will concentrate its efforts on is core range through the end of the year, new products offerings are in the works and will be introduced in the spring.

Monica’s best lesson learned so far: “Don´t underestimate the power of over performing and don´t believe that good enough is ever enough.”