WoW Woman in Skincare I Natalie Enslöw, founder and CEO of fjӧr
Natalie Enslöw is the founder & CEO of fjӧr.
In 2022, inspired by Nordic values, Natalie founded fjör—a science-backed skincare solution that embraces simplicity and routine. Harnessing hydrolytic enzyme technology, fjör's gentle formulas hydrate and protect all skin types. With a background in luxury brand marketing, Natalie leads fjör's global growth and product expansion from her bases in Singapore, London, and the Nordics.
fjör is a trailblazing skincare brand that has unlocked the secret to simplicity and confidence in everyday self-care. At its core lies a revolutionary hydrolytic enzyme, a cutting-edge technology that caters to even the most sensitive and irritated skin. As the world’s first skincare brand to harness this game-changing enzyme, fjör empowers everyone to embrace a stripped-back routine without compromising on efficacy. Fjör paves the way for a new era of effortless yet powerful skincare solutions.
Tell us a bit about your background and your projects so far.
Certainly, my journey has been a rich tapestry of cultural experiences and career growth. With Swedish and Malaysian-Chinese heritage and having spent my formative years in Singapore, I've been fortunate to embrace a diverse cultural background. This cultural blend greatly influenced my perspective on simplicity and quality.
My academic journey led me to the business school in Copenhagen, where I honed my business acumen. I then embarked on my professional career in the world of luxury advertising, where I worked with prestigious jewelry brands. Later, I had the privilege of being part of the marketing communications team at Rolex, a brand synonymous with timeless excellence.
However, it was my passion for merging science-backed skincare with minimalism that inspired me to start fjör. With this vision in mind, our recent raise has been a turning point. The investment has empowered us to expand our team, drawing in remarkable talent. It has allowed us to lay the structural foundation for fjör’s future, gearing up for efficient scalability. We’re in the midst of planning strategic marketing campaigns and gearing up for new product launches in the near future. Fjör has truly blossomed, and we’re only getting started on our journey to redefine skincare excellence.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
Entering the skincare industry was a natural evolution for me, born out of a passion for merging science-backed solutions with Nordic minimalism. It's been a rewarding journey, but not without its share of challenges. Like any industry, breaking new ground requires perseverance and innovation. Skincare is highly competitive and establishing fjör as a standout brand required strategic thinking and a deep commitment to our values: simple, powerful and accessible. However, these challenges have only fueled our determination to redefine skincare excellence, and it's been an incredibly rewarding experience overall.
How long did it take you to be where you are now? What was the biggest obstacle?
Our official launch in August 2022 marked a significant milestone, but the journey began back in May 2021. The biggest obstacle, undoubtedly, was instilling belief in the vision during those early stages when there was no tangible product to showcase. This was particularly challenging, even when explaining it to my own mother. However, these obstacles ultimately fueled my determination and conviction, strengthening our commitment to redefining skincare excellence with fjör.
What are the challenges of being in the industry you are in?
The skincare industry is incredibly dynamic and constantly evolving, which presents both opportunities and challenges. One of the key challenges is staying at the forefront of scientific advancements while maintaining a commitment to simplicity and quality. Additionally, the market is saturated with numerous brands, so standing out requires not only innovative products but also effective marketing strategies. That being said, there is space for everyone in the world of skincare. Moreover, skincare is a deeply personal aspect of people's lives, and meeting diverse needs and preferences can be challenging. However, these challenges also motivate us to consistently innovate, create meaningful connections with our customers, and deliver exceptional skincare solutions through fjör.
What are your biggest achievements to date?
The first launch product, closing the fundraise officially, and most recently the team expansion – going from being just myself for 2 years then suddenly 4 in the span of 4 months is tremendous.
What are the projects you are currently working on?
We have some exciting new products in the pipeline – watch this space.
Is the #WomenInTech movement important to you and if yes, why?
Certainly, the #WomenInTech movement is incredibly important to me. It highlights the significance of gender diversity in the tech industry, recognizing the valuable contributions and perspectives that women bring to the table. Embracing diversity and inclusivity is not only a social imperative but also a driving force for innovation and progress. I'm committed to supporting and empowering women in tech through fjör, fostering an environment where everyone can thrive and make their mark on the industry.
What will be the key trends in your industry in the next five years and where do you see them heading?
In the skincare industry, we anticipate several key trends over the next five years. The clean beauty movement, focusing on safe and transparent ingredients, will continue to gain traction. Additionally, educating consumers about the importance of a healthy skin microbiome will be crucial, and we're committed to incorporating microbiome-friendly ingredients. Finally, the growing awareness of sun protection's long-term benefits, especially SPF usage, will shape the industry. At fjör, we're dedicated to staying ahead of these trends, offering science-backed, clean, and microbiome-conscious skincare solutions to meet evolving consumer needs.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
The most essential advice for anyone venturing into the skincare industry is to embrace the iterative process and seek guidance from experienced professionals. Refining your ideas and being open to feedback is crucial. Don't hesitate to reach out to industry experts you admire; you'll find that most are willing to share their insights and experiences. Networking and continuous learning are your best allies in this ever-evolving field.
Who are three inspirational women in your respective industry you admire?
Three inspirational women in the skincare and beauty industry whom I deeply admire are Sue Nabi, CEO of Coty, Emily Weiss, and Pat McGrath. Sue Nabi's leadership and innovation at Coty have been transformative for the beauty industry, driving change and setting new standards. Emily Weiss has made an indelible mark with Glossier, redefining beauty standards and cultivating a passionate community. Pat McGrath, a makeup artist extraordinaire, has not only reshaped the beauty landscape but also shattered barriers. These women exemplify the resilience, creativity, and vision that continue to inspire and drive progress in our industry.
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This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder, and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship, and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.