Care of Gerd: Organic beauty from Swedish Lapland

By Malin Norman | Photos: c/o Gerd

With a focus on wild herbs and berries from Swedish Lapland, c/o Gerd creates outstanding natural and organic beauty products. Its award-winning aluminium chloride-free deodorant is a sure hit, as well as the acclaimed serums and face oils – all made sustainably in Jokkmokk.

Established by Anna-Lena Wiklund Rippert and Johan Wiklund in 2008, the philosophy behind beauty brand c/o Gerd is to inspire a healthier way of living. The active ingredients in its products derive from berry seed oils, mainly from blueberries, lingonberries and cloudberries – picked deep in Lapland’s forests.

Named after the sibling’s mother, Gerd, the brand was founded out of a love for nature and a desire to make the beauty industry more sustainable. Since then, c/o Gerd has been developing beauty products of the highest quality – to make a difference, for real. “Born and raised in Jokkmokk, we grew up surrounded by nature, and we’re used to being one with nature, long before circular thinking became a thing,” says co-founder Johan, who is also the company’s CEO.

Today, c/o Gerd is one of Sweden’s leading organic beauty brands, with its production based in Jokkmokk. “Our vision has remained the same since the beginning,” says Johan. “Our work is guided by the core values of protecting nature, animals and people. These values guide our decisions regarding raw materials, product development, and production.”

Care of Gerd: Organic beauty from Swedish Lapland

Award-winning deodorant

The siblings behind c/o Gerd both have a background in skincare. Anna-Lena is a certified skin and spa therapist, massage therapist, and medical foot care specialist, while Johan is a hairdresser. They have also studied chemistry with a focus on cosmetic formulation. “All products are made from a therapist’s point of view with functionality at the core,” explains Johan.

The brand’s most well-known product is the aluminium chloride-free deodorant, which was awarded Best Made in Scandinavia at the Organic Beauty Awards in 2024. “This recognition confirms our commitment to quality and sustainability in our product development,” says Johan. Other awards include Best Beauty Product by Amelia Magazine, Product of the Year Runner-Up at the Organic Beauty Awards, and Best Deodorant by Aftonbladet.

A natural aluminium-free deodorant contains only natural ingredients that are not harmful to people, animals, or nature. Common ingredients in aluminium-free deodorants include minerals, essential oils, and vegetable oils. The deodorant is also free from alcohol and parabens, and offers long-lasting protection without compromising on freshness.

The deodorant by c/o Gerd is currently available in the scents Unisex, inspired by walks in the forest, the fresh Cloudberry, and the fragrance-free 24/7 Neutral. Two different concepts are offered: the popular sugar cane tubes, and the refillable deodorants.

Care of Gerd: Organic beauty from Swedish Lapland

Serums to boost skin health

The founders believe in a holistic approach to beauty, wellness on the inside as well as the outside. “Ultimately, it’s about having a healthy lifestyle – taking care of yourself, getting enough sleep, eating nutritious food, and of course using great beauty products,” believes Johan.

When asked about other top products in the line-up, the CEO recommends Hyaluronic Serum Skin Boost and Night Elixir Bio-Retinol. “Our organic hyaluronic serum is a deeply hydrating serum that reduces fine lines and increases skin elasticity,” he says. “Various factors such as age, stress, and excessive UV exposure can affect our skin’s ability to produce its own hyaluronic acid. Therefore, we need to include it in our skincare routine to maintain the skin’s vitality.”

The night serum formulated with bakuchiol, lingonberry seed oil and squalane provides an even skin tone and reduced pores, without irritation. Johan explains: “The ingredients work together to visibly improve skin texture, reduce fine lines, minimise large pores, and provide a calming and balancing effect, leaving your skin feeling healthy, hydrated, and radiant every morning.”

From Sweden to Japan, and beyond

Whilst Sweden is the main market, closely followed by Japan, c/o Gerd also has a big presence in the rest of Scandinavia, Belgium and the Netherlands, as well as Germany and the US. The brand’s vision for the future is to align with the digital revolution by introducing new technology, and continuing to produce relevant products made with ingredients from the Nordic nature.

Production still takes place in Jokkmokk, in one of the world’s northernmost beauty factories. “Some people raise their eyebrows when we tell them that our factory is located in the heart of Swedish Lapland,” smiles Johan. “We’re proud to have helped put Jokkmokk on the map.”