Hooly. by Myrberg

Hooly. by Myrberg is a Swedish wellness brand founded by Linda Myrberg, a spa consultant and acupuncturist, that sells holistic body- and self-care products alongside spa concepts, treatments and training for the professional industry. Its range centres on body oils, body scrubs, essential oils, aroma diffusers and cupping tools, framed around what the company calls a holistic lifestyle drawing on Eastern wisdom, modern science and Nordic spa culture. The brand operates direct-to-consumer from Sweden and ships across the EU, with additional reach into Canada and the United States.

HOOLY is the most recent identity in a lineage that began with the "by Myrberg" line and its food-focused predecessor, Nordic Superfood. The brand remains active: its blog was last updated in December 2024, and it ran sauna-ritual training events in Gothenburg in April 2025 [6].

The brand is built around Linda Myrberg, described on the company's site as its CEO and founder and credited with more than 25 years in holistic health [2]. Her background spans the spa and hospitality industry — roles as spa director, consultant, concept developer and product innovator — alongside training at the consultancy Raison d'Etre. She holds a four-and-a-half-year qualification in acupuncture and Traditional Chinese Medicine, is a Reiki master and certified yoga instructor, and earlier worked as a stage musical performer.

Myrberg's product work predates the current brand. According to the company, the food brand Nordic Superfood launched with wild Nordic berry powders, raw juices and collagen, before the wider "by Myrberg" line and, later, HOOLY took shape as a wellness concept combining body care, education and spa services.

The exact founding year is not settled across sources. The Swedish lifestyle publication BestIn Sweden, in a 2019 feature, states plainly that "By Myrberg brand was launched in 2016" [8]; the company's own website does not specify a founding year for either the "by Myrberg" line or the HOOLY name [2]. The 2016 date therefore refers to the "by Myrberg" umbrella to which HOOLY belongs; the HOOLY identity itself appears to be a later rebrand or extension, as earlier Nordic Superfood material does not use it [12].

An earlier marker sits in 2008, when Myrberg trained as an Aufgussmeister — a sauna-ritual specialist — in Austria, the credential that later underpinned the brand's sauna programmes.

HOOLY presents itself as a "wellness hub" that inspires a holistic lifestyle, self-care routines and natural products. Its stated philosophy rests on the idea that "everything is energy" and that the body has a natural ability to heal itself when in balance [1]. The company says its products are developed to support the body's own systems through lymph, connective tissue, circulation and what it terms energy therapy — claims framed in wellness rather than medical terms.

Positioning sits at the indie, founder-led end of the market, and the brand addresses two audiences at once: individual consumers seeking at-home rituals, and spa, hotel and therapist clients buying concepts and training. A retailer carrying the line, Bare Nordic Beauty, describes the products as designed "to bring the spa into your own home" [9].

The consumer range is organised around a small set of categories: Holistic Body Oils (sold in variants such as Neutral, Ground, Detox and Relax), a Holistic Body Scrub, essential oils, aroma diffusers, and Acu Cups — cupping tools marketed for both beauty and wellbeing. The brand also sells self-care kits and an Aphrodisiac Re:connect Ritual, which pairs a "Sacral Chai" blend and oils with conversation-card decks. Hero ingredients, per the company, draw on Nordic berries, wild botanicals, essential oils and marine collagen [4].

On the professional side, the brand has developed several proprietary methods, the most prominent being SAUNACHILL, described as a holistic evolution of the traditional Aufguss sauna ritual that blends heat and steam with aromatherapy, breathing techniques, cupping, acupressure and stretching [3]. Related offerings include an Aroma Cupping treatment and training, and "Sauna & Yoga Cupping." Through this B2B arm, Myrberg has acted as a spa consultant for hospitality groups and named venues including Yasuragi, Steam Hotel and Ystad Saltsjöbad.

Myrberg's biography, repeated across the brand site and third-party listings, states that she placed fifth in the Aufguss freestyle category at the sauna World Championship in Austria, though the specific year is not documented in the available sources [10]. BestIn Sweden's 2019 feature characterised her as "a leading spa consultant in Scandinavia" with over 25 years of experience [8]. In 2022, the live-shopping platform Streamify published a case study on Nordic Superfood's use of live commerce, quoting Myrberg on the brand's digital approach [12].

The brand is active. Its most recent visible activity includes a blog post dated December 2024 and Saunachill sauna-ritual training events held in Gothenburg in April 2025 [6]. It operates primarily from Sweden as a direct-to-consumer business with EU-wide shipping, maintains a B2B presence across multiple Nordic spa and hotel partners, and is also carried by third-party retailers. No public corporate or ownership details — such as a registered headquarters city or parent company — are disclosed on its site.