Ever wondered what “Scandi Beauty” truly means beyond the hype? MANTLE founder Josefin Landgard takes us behind the scenes to uncover the science and resilience powering her minimalist skincare. Get ready to rethink your routine!
Hailing from the extreme conditions of northern Sweden, Josefin Landgard, the visionary founder of MANTLE, has masterfully translated a lifetime of resilience into a revolutionary skincare philosophy. Her journey, deeply rooted in the harsh Scandinavian climate, taught her early on the profound balance between skin’s fragility and its immense power when properly nurtured. This deep understanding became the bedrock upon which MANTLE, a brand synonymous with intelligent, high-performance skincare, was built, challenging conventional beauty narratives and unveiling the true essence of Scandi beauty.
Before dedicating herself to MANTLE, Landgard’s entrepreneurial spirit blazed a trail through diverse and demanding industries. She honed her strategic acumen as CEO of Glossybox, the renowned beauty subscription service, and later co-founded and served as COO of KRY, a pioneering healthcare technology company. Her success in co-founding Europe’s largest digital health platform and achieving tech unicorn status marked her as one of Scandinavia’s few female leaders in the sector, ultimately inspiring her to merge her passions for science-driven innovation and skin health into her own venture.
Despite her extensive immersion in the upper echelons of the beauty industry, Landgard perceived a significant void in the market. She yearned for a skincare line that was not only genuinely clean and luxurious but also high-performing and capable of supporting long-term skin resilience, particularly under challenging environmental conditions. Unable to find products that met her exacting standards, she took matters into her own hands, embodying the spirit of innovation she championed throughout her career.
Thus, MANTLE emerged from its dedicated laboratory nestled in northern Sweden, where every formula undergoes rigorous development and testing under authentic, harsh Scandinavian conditions. The brand’s philosophy is intrinsically linked to the skin’s natural protective barrier, the acid mantle, which also inspired its name. MANTLE products are meticulously designed to strengthen this vital barrier, providing unparalleled protection and nourishment against the elements and reinforcing the skin’s inherent defensive capabilities.
MANTLE’s interpretation of Scandi beauty transcends mere minimalism, focusing instead on efficacy, unwavering quality, and seamless integration into real lives. In a region where skin is constantly exposed to frigid winters and strong winds, the emphasis is firmly placed on fortifying the skin barrier and restoring its natural balance. Landgard asserts that the brand embodies 100% efficacious products, a testament to her personal desire for potent formulas that truly deliver tangible results for those facing similar climatic challenges.
The traditional perception of Scandinavian beauty as “minimal yet luxurious” is indeed evolving. Landgard argues that true luxury today is defined by intention, not excess. MANTLE’s formulas are maximized with cutting-edge active ingredients such as NAD+, jellyfish mucin, peptides, and encapsulated retinol, strategically paired with calming natural elements. This intelligent layering supports a minimalist routine that yields maximal impact, demonstrating a significant shift towards smarter, science-backed approaches within the thriving Scandinavian beauty industry.
MANTLE champions the principle of “Life first, skin second,” recognizing the need for high-performing formulas that shield skin from extreme conditions without demanding excessive time. This philosophy underpins the development of products like the Hydra Serum, celebrated for its jellyfish mucin which hydrates three times more effectively than hyaluronic acid, and the bestselling Glow Serum, engineered for everyday radiance. Each formulation is a reflection of generations of adaptation and resilience, meticulously tried and tested in the unforgiving Scandinavian climate.
Beyond product innovation, MANTLE is committed to broadening the definition of beauty itself. Landgard hopes the brand can liberate women from the restrictive and often unrealistic ideals prevalent in society. By celebrating natural features such as lines, wrinkles, pores, and skin texture, MANTLE advocates for a more inclusive and authentic representation of beauty, challenging the narrow perfection often depicted in media.
Ultimately, the future of Scandi beauty, as envisioned by Landgard, will transcend its current “minimalist” label to be recognized as “intelligent.” This evolution signifies a move beyond fewer steps to smarter, barrier-supportive, and climate-resilient formulas anchored in robust science. Scandinavian innovation, once quietly efficient, is poised to exert a significant and influential global presence, with MANTLE leading the charge towards a more thoughtful and effective approach to skincare.
