Dr Sannas

Dr Sannas is a Swedish skincare brand based in Stockholm, selling plant-based facial and body-care products that it develops and manufactures in Sweden [2]. Its range runs to facial serums, oils, creams and masks alongside body lotions and a small set of accessories, and the company positions itself within clean beauty: products described as natural, organic where feasible, vegan and cruelty-free. According to the company, every product is developed and approved in its own laboratory by an expert team that includes a doctor of immunology and a dermatologist.

The brand is named after the immunologist and health author Sanna Ehdin, whose public profile shapes much of its identity. The brand remains commercially active in 2026, running a Swedish direct-to-consumer webshop with a current product catalogue and a reseller network it describes as continually expanding [4].

Dr Sannas's own website does not state when the company was founded or by whom; that information comes instead from third-party editorial coverage and is therefore less certain. A Swedish founder profile dates the company's start to 2015, when Sanna Ehdin established Dr Sannas AB together with her stepson Daniel Ehdin [9]. Because this rests on a single editorial source rather than the brand's own pages, the founding year and founders are recorded with that caveat.

Sanna Ehdin is the better-documented figure behind the name. She trained as a researcher in immunology and was awarded a doctorate at Lund University in 1988, later leaving an academic research career to write about health [8]. Her books, among them the bestseller Den självläkande människan (1999), have sold several hundred thousand copies across multiple countries [8]. The skincare line draws directly on that background: the company says its formulas are created by an in-house team that includes a doctor of immunology and a dermatologist.

Dr Sannas appears in the portfolio of the Swedish investment company NOSIUM AB, which lists Dr Sannas Sweden AB among its holdings [6]. This ownership is inferred from the NOSIUM portfolio page rather than stated on the brand's own site, and no date for the relationship is given in the available sources, so it remains uncertain.

The company frames its purpose around making a sustainable and healthy life easier, and says it is driven by a wish to inspire people toward healthier choices. Its stated values are summarised as natural, organic and sustainable, with products presented as 100% plant-based, GMO-free, organic "as far as possible and reasonable," and cruelty-free [2]. The brand uses the tagline "Endast det bästa från naturen" (only the best from nature).

This positioning places Dr Sannas within the clean-beauty space, and the emphasis on in-house formulation by an immunologist and dermatologist is central to how the company distinguishes itself.

The line is organised mainly into facial care and body care, with smaller accessory and gift-set categories. Among its named products are a nourishing anti-ageing serum for dry and mature skin, an AHA-BHA serum aimed at all skin types, and a brightening serum, alongside face oils, creams, masks and body lotions. The company highlights ingredients such as probiotics, black currant oil and calendula extract, and states that its products are developed in its own laboratory.

On sustainability, the brand says it manufactures in Sweden with environmental consideration and uses only recyclable packaging materials: bottles made from 100% recycled HDPE or PET, and tubes and jars based on sugar-derived bioethanol [2].

The criticism attached to the brand concerns its founder rather than the cosmetics company itself. Sanna Ehdin has been criticised for promoting pseudoscience, and in 2000 the Swedish Association for Science and Education (Föreningen Vetenskap och Folkbildning) named her "Årets förvillare" (Misleader of the Year) [8]. The criticism has centred on her advocacy of dry fasting and energy medicine. The Dr Sannas skincare brand has not itself been the subject of these objections.

As of 2026, Dr Sannas is active. It operates a Swedish direct-to-consumer webshop with a current product range, a blog and news section, and a reseller network it describes as constantly growing [4]. The company states that its products are sold through its own shop and through resellers throughout Sweden, with international ordering available on request [4]. Its regional reach appears to be single-country: the brand site describes sales across Sweden, and no Norwegian or other Nordic retail presence is documented in the available sources, though its products may still appear through Norwegian retailers.