New Nordic

New Nordic is a Swedish company that develops herbal dietary supplements and beauty products, best known for ingestible "beauty from within" tablets such as its Hair Volume hair supplement. It was founded in 1990 by Karl Kristian Bergman Jensen and trades publicly as New Nordic Healthbrands AB, listed on NASDAQ First North Stockholm, with headquarters in Malmö [1][2].

The company sits in the nutricosmetics category: most of its range is taken by mouth rather than applied to the skin, though it also sells a smaller topical skincare line. Its products are distributed through pharmacies, health stores and beauty retailers across dozens of countries.

New Nordic was founded in October 1990 by Karl Kristian Bergman Jensen, who was 27 at the time [3]. According to the company, the idea came from his earlier years as an international salesman for a Danish healthcare company in the 1980s, when he noticed how people in different cultures improved their daily wellbeing by adding herbs and fruits to their diet [4]. Bergman Jensen has said he set out to build a business focused on herbal products. The first office opened in 1991 in Copenhagen's Latin Quarter, and Marinus Blåbjerg Sørensen joined as a partner and co-owner in 1992 [4].

The name reflects what the company describes as a dynamic, innovative business rooted in the Nordic tradition of living close to nature. In 1997 the designer Göran Rosling created its silver-tree logo, a stylised version of Yggdrasil, the world tree of Norse mythology [2].

An early commercial breakthrough came in 1992 with Frutin, a natural remedy for heartburn and digestive complaints launched in Denmark [3]. Through the 1990s and 2000s the company expanded into markets including Canada, the United States and Australia, and it reports research collaborations with Roskilde University and Japanese hospital partners [3].

In 2007 New Nordic consolidated its operations in Malmö and listed on NASDAQ First North Stockholm [4]. A period of rapid international growth followed, reaching markets across Europe, Mexico and Russia. In 2020, the year it marked 30 years of operation, the company introduced a cosmetic skincare line under the name Beauty In & Out, extending its long-standing "beauty from within" approach to topical products [3].

New Nordic positions itself as a Scandinavian herbal heritage brand and works in the "beauty from within" sector, where ingestible products are meant to support outward appearance. Its stated mission is to develop plant-based supplements that, in the company's words, add "vitality and more years" to people's lives [4]. The brand summarises this with the tagline "Visar dig vägen till vitalitet" ("Showing you the path to vitality").

The company says it sources plant-based ingredients from regions with optimal growing conditions and analyses them in controlled laboratories. It describes a "From Seed to Heart" programme through which it aims to oversee each step of production, from cultivation in the field to the finished product. In its investor materials, New Nordic frames a brand that consumers trust as its most sustainable long-term asset, built through engagement rather than short-term marketing.

New Nordic's range spans three main areas: food supplements, skincare and hair care. Among its signature products are Swedish Blue Berry, aimed at eye health; Active Liver; and Hair Volume, the hair supplement the company markets as its flagship beauty product. The Natural Magic anti-ageing cream sits within its topical line.

Hair Volume combines an apple fruit extract standardised for procyanidin B2 with ingredients including biotin, millet seed extract, horsetail extract, zinc, copper and pantothenic acid (vitamin B5). The company describes it as a Swedish hair tablet that nourishes hair from the inside. New Nordic markets the product as clinically proven and as the leading hair supplement in Scandinavia [5]; these are the company's own marketing claims. A 2026 doctor-reviewed assessment by Hers took a more cautious view, noting that such supplements support hair health but are not proven regrowth treatments, and that ingredients like biotin chiefly help people who are deficient [6].

New Nordic is an active, operating company. It is publicly traded as New Nordic Healthbrands AB (organisation number 556698-0453) and files regular financial reports; its most recent disclosures include a first-quarter 2026 report published in April 2026 [7]. The company states that its products are sold daily in more than 50,000 pharmacies, beauty stores and health stores, and its corporate materials describe a presence spanning roughly 36 to 45 countries.