Care by Therese Johaug

Care by Therese Johaug is a Norwegian wellness and skincare line launched in the autumn of 2021 [10]. It is a celebrity collaboration built around the cross-country skier Therese Johaug and developed by the Oslo brand house Elle Basic, part of The Feelgood Company [8]. The range covers face care, body care and hair care at drugstore prices, and is sold across Norway and the wider Nordic region.

The brand remains active. Its products are still carried by major Norwegian and Swedish retailers, although Johaug's own public focus has since shifted toward a return to skiing and a separate fitness venture [9].

The line carries the name of Therese Johaug, a Norwegian former cross-country skier from the village of Dalsbygda who built a decorated career of Olympic and World Championship titles [7]. The skincare range is presented as a celebrity collaboration rather than a solo venture: Johaug works with Elle Basic across product development, design and testing, while the company handles the formulation and production.

Elle Basic was the partner behind the launch and had already created wellness lines for other Norwegian public figures, including the influencer Sophie Elise, the blogger and fashion figure Camilla Pihl, and the nutrition expert Berit Nordstrand [8]. Care by Therese Johaug followed that same template, positioning Johaug — at the time often described in coverage as one of Norway's most athletic women — as the face of a nature-themed personal-care range.

The brand launched in the autumn of 2021. Early coverage from September of that year reported Johaug entering the personal-care market [10], and a Nettavisen shopping feature in October 2021 described the rollout and its retail partners. According to that early coverage, the line began with three products — a deodorant, a shower gel and a body lotion — sold through the Norwegian grocery distributor ASKO and online retailers [8]. The brand's own listings now describe a wider assortment of roughly five to eleven products depending on the retailer [1]; the two figures reflect the initial launch range and the later expanded line rather than a contradiction.

Care by Therese Johaug operates as one of several brands under The Feelgood Company, which describes itself as a house of brands and e-commerce company focused on wellness and beauty. The day-to-day brand is developed and managed by Elle Basic, also part of that group. The Feelgood Company's portfolio includes the sports-nutrition brand Bodylab alongside other celebrity-linked beauty lines such as Camilla Pihl and Glöd by Sophie Elise. Because the line is run by Elle Basic rather than by Johaug personally, it has continued to operate as a catalogue product even as its namesake's attention has moved elsewhere.

The company frames the range as a wellness series inspired by nature, the place Johaug is said to draw her motivation and strength from. Its marketing leans on the founder's dual identity as both elite athlete and woman, a pairing Elle Basic describes as raw willpower meeting femininity. The formulations are presented as mild and suited to the demands of the Nordic climate, and the brand is positioned within clean-beauty and Nordic-beauty framing.

In its own materials the company says the products use a high proportion of naturally derived ingredients and are 100% vegan [2]. It also states that all products are manufactured in Europe and use recyclable packaging [1]. The range sits at a drugstore price point, with individual items reported in the region of 59 to 219 Norwegian kroner.

The assortment spans skincare, body care and hair care. Among the signature items are a Face Cream with SPF, a Multi Use Balm for dry areas of the face and body, a Cleanser described as a gel-to-milk formula, and a Body Lotion built around shea butter that the brand says contains 95% natural ingredients. The line also includes several deodorants and shower gels in scented variants such as Citrus Linen, Almond Oil and Bergamot, plus a Foot Cream and a dry shampoo. Hero ingredients cited across the range include shea butter, glycerin, almond oil, bergamot and citrus.

Some individual products carry additional free-from labels — a small number are listed as paraben-free and sulfate-free [5]. Distribution is broad and multi-channel: the products are sold through Norwegian grocery chains including Meny, Kiwi, Joker, Bunnpris and Spar, through online beauty retailers such as Lyko, Nordicfeel and Vita, and through the pharmacy channel via Farmasiet [1].

The brand is active. As of the mid-2020s its products continued to be stocked by Norwegian and Swedish retailers including Elle Basic, Lyko, Nordicfeel and Farmasiet, with retailer-led promotion seen into 2024. No discontinuation has been reported. Over the same period, however, Therese Johaug's own public activity moved toward a comeback in competitive cross-country skiing and the launch of a separate fitness app, "Sunn og sterk," in May 2024 [9]. The skincare line, managed by Elle Basic, has persisted in the market independently of those personal ventures.