Loelle

Loelle, which trades as Loelle Organics, is a Swedish skincare company founded in 2012 by Dominique Samir Guellouchi [1]. It makes certified organic, vegan body, face and hair care, with much of its range filled and packaged by hand in Sweden and key raw materials sourced from Morocco, Ghana and Peru. The brand remains active, selling directly to customers through its own website and publishing regularly to a blog as recently as January 2026.

Loelle positions itself within the clean-beauty and organic-beauty space, building its identity around a single question it uses as a tagline: "If you wouldn't trust it inside your body, why put it on your skin?"

Loelle was founded in 2012 by Dominique Samir Guellouchi, who serves as founder and chief executive [9]. According to the company, Guellouchi grew up surrounded by organic products through his mother, who had travelled to Morocco in the early 1970s, met his father there and embraced Moroccan natural traditions. That upbringing introduced him to organic oils early and shaped a recurring mission: to bring quality argan oil and other Moroccan raw materials to the Nordic market.

The company name is personal. Guellouchi named it after his second daughter, Loelle, describing the choice as a symbol of "family, passion and a healthy lifestyle" [9]. The legal entity is Loelle AB.

Loelle frames its approach around trust and ingredient transparency. The company says skincare "should be pure, effective, and easy to trust," and adds that "if you can't understand what's on the ingredient list, it doesn't belong on your skin." In practice, the brand describes formulating with cold-pressed organic oils, clays, botanical extracts and natural butters, and says it avoids synthetic fragrances, parabens and other harsh chemicals.

The brand also positions itself as part of a wider shift in the industry, noting on its about page that only a small share of the beauty market is organic. Its stated values centre on kindness, family and a healthy lifestyle [8].

Loelle's catalogue spans face care, body care and hair care, organised by skin type and concern, and includes oils, clays and face masks, cleansers, deodorants, mists, serums, balms and soap bars. The company does not sell ingestible or supplement products; its range is entirely topical.

Hero ingredients recur across the line: argan oil, Barbary fig seed oil, African black soap, rhassoul clay, rosewater, shea butter and jojoba oil. According to Scan Magazine, an early "Luxury Series" of a face serum, hair oil and protective face oil was built around Barbary fig seed oil, an ingredient the brand is described as having pioneered in Sweden [9]. The current range leads with formulated treatments such as the Reboost Balm, described by the company as its bestselling balm for skin "that lives under pressure," and the Lift Serum. A separate African Black Soap line, made with ingredients such as aloe vera, turmeric and neem oil, is offered as bars, liquids, foams and a Moroccan black soap paste.

Loelle's products are described as organic and vegan, and the brand says all ingredients that can be certified organic are. According to Scan Magazine, the products carry The Vegan Society's certification and are certified cruelty-free by The Leaping Bunny [8]; the brand's African Black Soap collection page also cites Ecocert validation [7].

Sourcing is tied to fair-trade cooperatives. The company works with women's cooperatives in Morocco and Ghana, with jojoba oil sourced through a cooperative in Peru [9]. Loelle says the model provides employment and fair wages to women from disadvantaged backgrounds and supports educational opportunities for their children, and that it prioritises sustainable sourcing and recyclable packaging. Finished products are largely filled and packaged by hand in Sweden, which the brand frames as a quality-assurance choice.

Loelle describes itself as award-winning and states on its site that it has earned more than 40 awards for product effectiveness. Documented recognitions include a 2017 Organic Beauty Award for a face serum and a 2018 Platinum Award in London for a jojoba oil [8]. The brand also lists wins at the English Natural Beauty Awards in 2021, the Global Natural Awards in 2023, and Universal Natural Awards, Global Makeup Awards and other shows in 2024. The brand was profiled by Scan Magazine, a UK-based Nordic lifestyle title, in 2018.

Loelle is an active, Sweden-based brand that sells directly to customers and ships internationally, with its core market in the Nordics and wider Europe. Its blog and product catalogue remained current into early 2026, including a blog post published in January 2026 and live products carrying recent customer reviews.