Djusie

Djusie is a Finnish natural skincare brand based in Tampere and operated by Finnish Beauty Oy [2]. It was founded in spring 2019 by holistic skincare specialist Katja Kokko, who partnered with the distributor MIRAZ to bring the line to market [1]. The company positions its products as high-performance natural formulas paired with guided self-care rituals, and frames its outlook around a concept it calls "F-Beauty" — a Finnish counterpart to the better-known K-Beauty.

The brand remains active, with a direct-to-consumer site and distribution through several Nordic and UK retailers. On its UK launch, The Glass Magazine described Djusie as "the famed Scandi natural skincare brand" [7].

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Djusie was created by Katja Kokko, a Finnish beauty therapist and acupuncturist who describes more than two decades of work in holistic and sustainable beauty [4]. Her stated background spans organic cosmetic formulation, traditional Chinese medicine, facial gua sha and manual lymph drainage, alongside training as a yoga teacher and a degree in business administration. Before Djusie she was a founding partner of the organic line Jolie Organic Health & Beauty, selling her share in 2014, and later developed the wellness concept "Yin Your Skin".

According to the retailer journal Ruohonjuuri, the brand grew directly out of that career: it was founded, the publication writes, because Kokko "wanted to use all the know-how she had developed over her 20-year career" [8]. The company summarises its formulation philosophy in a line it attributes to Kokko — that perfection is reached "when nothing is left to add or remove."

Djusie presents skincare as inseparable from inner wellbeing, working from the premise that "your skin is a reflection of your inner world and wellbeing." The company says it aims for authentic formulas "without any unnecessary fillers," where "every single ingredient plays a vital role." Each product is sold with an associated ritual — facial massage, dry cupping or dry brushing — reflecting a view of skin health that links surface treatment to deeper tissue care.

Central to the brand's identity is "F-Beauty," which Djusie defines in its manifesto as "functionality meets pleasure," with the "F" standing for both Finland and functionality [5]. The company frames this as a deliberate play on K-Beauty, positioning Finnish practicality and a "clean" natural environment as the foundation of the range rather than, in its words, "loud promises and hype" [5]. The brand's tagline is "We want you to bloom."

Djusie also ties itself to mental-health advocacy. Ruohonjuuri reports that part of the brand's proceeds are donated to mental-health and school-bullying-prevention work [8], and the company states that Djusie "stands for mental health, better self-worth and holistic beauty."

Djusie's range centres on serums and essences — among them Liquid Silk, Acid Bloom, Fruit Glaze and Citrus Delight — together with boxed sets, bundles and skincare tools such as a facial dry cupping set and dry brushes. The Glass Magazine listed several hero products at the UK launch, including the Liquid Silk Perfect Cleansing Oil and the Fruit Glaze face oil [7]; the retailer Lyko identifies the Acid Bloom Balancing Essence as the brand's hero product [9].

Formulations lean on natural and adaptogenic ingredients. The brand highlights blackcurrant seed oil, mastic tree resin, tremella, chaga and reishi mushrooms, gotu kola, apple cider vinegar and squalane among its key actives [3]. The company emphasises whole essential oils and cold-pressed vegetable oils rather than isolated synthetic components.

Manufacturing is split between two countries: the brand states that its dry brushes are made "sustainably and responsibly from natural materials at a German brush factory," while its facial dry cupping set is produced in Finland from medical-grade silicone [6].

Press coverage has been limited and tied to the brand's natural-beauty positioning. The Glass Magazine reviewed the line on its UK launch, where it was stocked through the organic-beauty retailer Content Beauty [7]. Ruohonjuuri, a Nordic natural-products retailer, profiled the brand and its founder under the heading "Djusie by Katja Kokko — natural cosmetics for a better world" [8].

Djusie is an active brand. It operates a direct-to-consumer e-commerce site offering EU shipping and a full product range, and is distributed through multiple retailers across the Nordics and the United Kingdom, including Lyko. Its founder remains publicly associated with the company.