It all started when Viktoria Widengren wanted to create something of her own and started looking around to see what was missing on the shelves. She ended up befuddled by the laundry segment, which struck her as particularly unimpressive and boring. “Why were there no nice-looking bottles of washing detergent? We’ve got lots of nice packaging in the beauty segment, so why the conservative laundry products? I started thinking about it and thought that you should be able to buy detergent where you buy clothes – but then the products have to look nice,” says Viktoria.