Camilla of Sweden

Camilla of Sweden is a Swedish skincare brand that makes natural and organic products manufactured exclusively in Sweden. It is founder-led and built around an affordable, plant-oil-based range, with its flagship Nail Drops nail oil as the product that started the company. The business is based outside Gothenburg, in Lerum, where its skincare is produced [5].

The brand positions itself in the affordable end of natural beauty, a niche the founder describes as hard to find: natural, organic skincare that is also reasonably priced [1]. It remains active, developing new formulations and expanding its retail presence as of 2025.

The company traces its beginning to a single product idea. According to the founder, named Camilla, the concept came to her during a manicure: she found the nail oil most nail therapists used expensive and thought she could make something better, more affordable and Swedish-made [1]. She was dealing with eczema on her hands at the time and wanted a natural, skin-friendly alternative. After a period of experimenting with formulations, she arrived at the recipe for Nail Drops, which she calls the brand's flagship. The nail oil went on to become a strong seller and, the company says, a natural choice for both nail therapists and private customers.

A precise founding year is not stated by the company or by the retailers that carry the brand, and it could not be established from available sources.

Camilla of Sweden remains tied closely to its founder. The brand states that all its products are developed by Camilla herself, and its public voice is written in the first person [5].

The brand's stated guiding idea is that natural, organic skincare is good for both skin and nature. Camilla of Sweden says it develops products according to need and demand rather than contributing to mass production, with the aim of making skincare that "really makes a difference" [1]. The mission, as the company frames it, is to create skincare that is good for both skin and the planet.

Product development is described as needs-driven: an idea often grows out of a gap the founder or someone close to her experiences, such as a product not made entirely from natural ingredients. The brand also emphasises affordability as a core value. Several formats — refill packaging and oil concentrates among them — are presented both as a way to lower environmental impact and to offer better value at larger volumes [1].

The customer base is one the company has described in its own research. On a page addressing customer needs, it reports that roughly 45.5% of its customers are aged 40–55, that most shop online, and that they prioritise moisturising anti-aging products with multifunctional benefits and few steps. The brand says it developed products such as Face Oil+, Gentle Clean, the Hyaluronic Day and Night creams, and Tattoo Care in response to those requests.

Nail Drops, an oil-based nail and cuticle treatment, is the brand's original and flagship product [1]. Retailer copy describes it as having a high natural content and as strengthening nails, hydrating cuticles and protecting against cracks [5].

Beyond nail care, the range has broadened into facial care, body care, hair care, lip care and sun protection. Named products include Face Oil+, Gentle Clean, and the Hyaluronic Day and Night creams, alongside sun-care items such as Sun Mist SPF 30 and SPF 50 and an After Sun product. The brand sells directly through its own Swedish-language, SEK-priced online store and also wholesales to other retailers; it is carried by Nordic beauty retailers including Lyko [5].

Camilla of Sweden frames sustainability across three dimensions — ecological, social and economic — and states that it works actively with all three [3]. On the ecological side, the company lists organic raw materials, refill packaging, demand-based production and outlet sales of imperfect stock as measures to reduce chemical contamination, transport emissions and waste; it describes its plastic packaging as recyclable [3].

Under social sustainability, the brand says it aims to create a safe and inclusive working environment and to support initiatives that strengthen the local community. Under economic sustainability, it states that it deliberately chooses more expensive raw materials to secure good working conditions for suppliers and to avoid manufacturing that exploits natural resources [3]. The company also describes its products as cruelty-free [1].

The brand is active. Its own site presents a current sun-care range and states that it is working "behind the scenes" on new formulations and on making the brand available through more retailers [1]. Operations are based entirely in Sweden, in Lerum near Gothenburg, and the brand's own direct sales are Sweden-focused, complemented by wholesale distribution to Nordic retailers.