PREPPd

PREPPd is a Norwegian skincare brand founded in 2025 by the singer, dancer and television presenter Alexandra Joner, developed in partnership with Orkla Home & Personal Care [1][7]. The line is built around a simple "prep and care" approach to skincare, and launched in Norway in October 2025 [7]. As a celebrity-founder brand tied to Joner's own public profile, it positions itself as an uncomplicated, playful alternative to elaborate multi-step routines.

The brand is owned by Orkla Home & Personal Care AS, part of the Norwegian conglomerate Orkla ASA [3]. It is a recent launch, and at the time of writing its distribution and product range were still expanding.

Alexandra Joner is a Norwegian singer, dancer and television personality. She won the 2023 season of Skal vi danse, Norway's version of Dancing with the Stars, and has hosted Love Island Norge since 2024 [9]. Editorial coverage of the launch differed slightly on her age: Styletalk Magazine described her as 34, while Wikipedia records her date of birth as 25 March 1990, which would have made her 35 at launch [7][9].

According to the company, Joner spent two years working with chemists to develop the line after concluding that long, ten-step routines did not give her the results she wanted. The stated aim was skincare that both preps and cares for the skin "in a simple, effective and fun way" [7]. The brand describes itself as "a beauty universe developed by Alexandra Joner together with Orkla Home & Personal Care," where an interest in beauty meets an uncomplicated routine.

PREPPd is a brand of Orkla Home & Personal Care AS, the personal-care arm of Orkla ASA. Within that portfolio it sits alongside other Nordic personal-care names such as Dr. Greve, LdB, HTH, Define, and the antiperspirant brands Perspirex and Riemann P20. The company operates under Orkla's policy on human and labour rights and reports under Norway's Transparency Act (Åpenhetsloven), the due-diligence framework in force for Norwegian companies since 2022 [3].

PREPPd frames itself less as a regimen than as an attitude. Company copy calls it "the ultimate base for makeup — and the natural glow that makes you feel like you don't need any at all," aimed at people who "want to feel good without the fuss." Its brand values centre on simplicity, visible results, playfulness and confidence, captured in the tagline "Why be basic when you can be PREPPd?" The positioning aligns with 2020s trends toward pared-back "skinimalism" and glow-focused, makeup-prep skincare.

The first collection launched with four products organised into two routines: a "Double Clean Routine" pairing a Melt Away Oil Cleanser with a Daily Reset Exfoliating Cleanser, and a "Day Prep Routine" of an Ultimate Hydration Serum and an Instant Glow Day Cream, the last described as Joner's personal favourite [7]. The range later expanded into body care, adding a Daily Body Scrub & Wash, an Instant Glow Body Lotion, and a Lush Lychee Hair & Body Mist.

Formulas draw on familiar skincare actives, including hyaluronic acid, niacinamide, vitamin C, squalane, glycerin, panthenol and Centella Asiatica extract. The Ultimate Hydration Serum, for example, combines hyaluronic acid with 5% niacinamide and is described as dermatologically tested on sensitive skin. The company says each formula is "powered by carefully selected active ingredients" and delivers "visible results with clinically proven effectiveness."

PREPPd is an active brand. It launched in October 2025, initially exclusively through the Norwegian retailer Vita, with physical availability at Vita Karl Johan in Oslo and a founder meet-and-greet on launch day [8]. It is also sold through Lyko. The .no website and active social accounts on TikTok and Instagram, together with the expansion into body care, indicate an ongoing operation, though observed distribution so far has been limited to Norway.