OMR Beauty

OMR Beauty is a Swedish fragrance house based in Stockholm, founded in 2023 by the Venezuelan-Swedish singer and actor Omar Rudberg [1]. It makes unisex, vegan fragrances, along with perfume oils, scented candles and a small line of apparel, and sells directly to customers through its own website. The company frames its work around the idea that beauty should not be limiting; according to the brand, OMR "was born from a desire to create fragrances that refuse to conform."

Rudberg, widely known for his role in the Netflix series Young Royals, launched the label with a debut fragrance called Intro. His Young Royals co-star Edvin Ryding was involved from early on and later became an equal owner of the company, a development the brand dates to 2026 [1].

Rudberg conceived the brand as a fragrance line rooted in self-expression rather than convention. Speaking to Vogue Scandinavia around the 2023 launch, he said he wanted "everybody—especially guys—to feel like, 'Maybe I can try this without being ashamed or being scared'" [2], framing men's fragrance as something to approach without stigma. For the debut scent Intro, Rudberg described himself as the sole creator, telling the magazine that "the only nose is mine" [2]; the brand's own site separately says it works "hand in hand with world-class perfumers" [1], and this wording sits inside a company quote rather than as an independent description.

The name "OMR" is not defined on the brand's site or in the editorial coverage gathered here; it is generally taken to echo the founder's own name, Omar Rudberg, though the company does not spell this out.

Edvin Ryding's standing in the business is recorded differently across sources. The brand's about page states he "became an equal partner in 2026" and describes OMR as "co-owned by Edvin Ryding" [1]. Wikipedia, apparently written earlier, describes him only as Rudberg's co-star and collaborator on the fragrance Duo, without stating any ownership stake [4]. Ryding has said the collaboration let the pair "apply what we knew from before—the visual and the storytelling—to finding the right scent."

OMR Beauty launched with Intro, its debut unisex fragrance; Wikipedia records the release as November 2023, while the company's own site cites only the founding year, 2023 [4][1]. In June 2024 the brand released Duo, an eau de parfum created with Ryding, sold as a limited edition exclusively through omrbeauty.com. The company reported that Duo "sold out in Europe in less than 48 hours" [5]. Later in 2024 it added apparel, including a cap embroidered with the company name, and completed a perfume-oil range called Occasions, made up of Brunch, Lunch and Dinner, with all three available to order from 7 November 2024 [4].

The company positions its fragrances as unisex and centred on individuality. Its stated mission, as reported by the trade publication shots, is "to challenge the beauty industry, break norms, and inspire people to embrace their true selves" [5]. The homepage carries the tagline "Unbound by beauty" and the accompanying line that customers "shouldn't limit yourself—nor should any beauty product." OMR describes its formulas as "100% vegan," made with "carefully selected ingredients" and "free from harmful additives"; its FAQ adds that the fragrances contain no animal-derived ingredients and are not tested on animals. No third-party certifications were found in the sources reviewed here.

The core of the range is a set of eau de parfum, sold at a single price point in 50 ml bottles, alongside more concentrated perfume oils in smaller sizes. Named fragrances include Intro, Duo, Copper and Fluid. Copper, listed by the brand as a new release, is described as capturing the "raw energy of passion and warmth," with top notes of clove, pink peppercorn, sage and saffron. Duo pairs a heart of lemon, bergamot, juniper berry and aromatic herbs with a base of cedarwood, dry amber and musk [3].

Beyond fragrance, OMR sells scented candles that, according to the company, are "hand-poured in Sweden using 100% natural soy wax" and "produced in small quantities." The manufacturing location of the perfumes and oils is not specified in the available material. The brand also offers apparel, including hoodies and the embroidered cap.

The label has been covered by Vogue Scandinavia, which featured both the 2023 launch of Intro and the 2024 Duo collaboration with Ryding. In February 2025, shots reported on an OMR Beauty campaign directed by the sister duo Mira and Thilda Berglind, noting that further product launches were planned through 2025 [5]. No industry awards are recorded in the sources reviewed.

OMR Beauty is an active, independently run fragrance house that sells directly to consumers. Its site lists Copper as a current release, and the about page states that Ryding became an equal owner in 2026 [1]. Perfumes ship to most regions worldwide, with a handful of exceptions—among them Australia, Canada, Japan and Mexico—tied to restrictions on shipping flammable liquids. It remains a small indie operation rather than a large-scale beauty company.