Moss & Noor

Moss & Noor is a Swedish body-care brand based in Stockholm, making functional products aimed at people with active lifestyles. It was founded by Tom Flumé, a former elite swimmer, and trades under the legal entity M&N Body Care AB. The company positions its range — deodorant, shower gel, hand wash and dry shampoo — around the problems of exercise rather than conventional beauty, summed up in its tagline "For Everyday Movement".

The brand's own About page and a profile in the Swedish business outlet Driva Eget both date the founding to 2020 [2][11]; a lower-tier retail summary lists 2019 instead [14]. The brand remains active, with a full product range sold online and recent third-party coverage in 2026 [13].

According to Flumé, the idea grew out of a gap he experienced as an athlete: he could not find products designed for the state of the skin and hair after training — irritation, calluses and sweat. His framing for the concept became a recurring shorthand for the brand: "think of it like Nike making skincare," with the products built for function rather than appearance [12]. Before Moss & Noor, Flumé worked in retail consulting and e-commerce and held roles at the agencies Great Works and Apegroup.

The company is registered as M&N Body Care AB and run from Hårdvallsgatan 18 in Stockholm, where marketing, sales and product development are based. Alongside Flumé, the team listed by the company includes a head of export, a head of product development and a chief financial officer.

The brand's visibility rose sharply in 2022, when Flumé won the Swedish edition of the television show The Apprentice (TV4), securing an investment from the businesswoman Gunilla von Platen [4]. Driva Eget reported that net revenue grew 92 percent during 2022 — roughly a doubling on the previous year — and that the company reached profitability in the same period [11]. The outlet also described plans to enter eight new European markets and to expand the marketing and sales teams.

Moss & Noor operates under M&N Body Care AB, with Flumé as founder and chief executive. Following the 2022 television appearance, Gunilla von Platen became an investor in the business [11]. No acquisitions or sister brands are recorded.

The company organises its approach around three ideas it labels function, unisex and dermatology: products defined by what they do, formulated for use rather than gender, and developed on what it calls an evidence-based footing [1]. It markets the range as "Free from Buzzwords" and states that the formulas are free from alcohol, parabens, microplastics, silicones and synthetic dyes [1]. The team frames its mission plainly as "Skincare shall deliver real results" [3], and describes itself as focused on dermatological wellness over trend-chasing.

The brand presents its products as unisex and 100 percent vegan, and says they are made in Sweden [1]. ELLE has referred to Moss & Noor as "Skincare's Nike," a description the company highlights on its About page [2].

The range centres on an "After Workout" line spanning deodorant, shower gel, hand wash and dry shampoo, sold in single scents — among them Fresh Grapefruit, Clean Eucalyptus, Crispy Cucumber and Light Mint — as well as bundles. The After Workout Deodorant is offered as a roll-on antiperspirant; according to a 2026 deodorant review by the Swedish consumer-testing site Test.se, the Fresh Grapefruit version contains castor oil and provitamin B5 and is 100 percent vegan [13].

In Test.se's 2026 deodorant comparison, the Moss & Noor After Workout Deodorant Fresh Grapefruit placed sixth among the main recommendations and was singled out as the best option for training [13]. The brand also lists editorial coverage in ELLE and the Swedish daily Aftonbladet on its About page.

Moss & Noor is an active brand. Its product collections remain live and for sale, it ships internationally across multiple markets, and it appeared in third-party editorial coverage as recently as 2026. The company continues to operate from Stockholm under M&N Body Care AB.