Proclé

Proclé, styled Proclé Stockholm, is a Swedish personal-care brand focused on affordable skincare and body-care products for everyday use. It draws its identity from Stockholm and the wider Scandinavian landscape, and its range centres on lip care, hand and body products, and bath essentials. The brand appears to be dormant: its most recent product announcement dates to April 2023, and no newer activity is visible on its own channels as of mid-2026 [5].

The brand's own current website does not state when it was founded or by whom. Two independent Nordic retailer profiles agree that Proclé was founded in 2011 in Stockholm by Linnea Ark [11][10]. The same profiles explain the name as the French word for "key", tying it to the brand's stated idea of helping consumers find the key to beauty [11].

Proclé presents itself as a Swedish line created to bring what it calls authentic Swedish beauty to consumers at affordable prices. The company describes its formulating approach as "premium performance through the right amounts of the right ingredients," adding that its products aim for "nothing too simple and nothing to excess." Its stated values include a mix of natural inspiration, healthy living, contemporary styling and elegant but affordable design.

Stockholm is named as the brand's main creative reference, described as a city that combines urban life with sea, archipelago and nature. The packaging has been described by one retailer as Scandinavian minimalism with retro touches [10].

The catalogue spans lip care, hand and body lotion, body wash, body butter, hand soap and hand cream. The Volume Lip Balm is presented as the brand's flagship, and retailer profiles describe it as a moisturising, volumising balm containing ingredients such as collagen, hyaluronic acid and chili, sold in tinted and transparent versions [10]. Other formulas cite ingredients including Swedish lingonberry extract, pine bark extract, almond oil, coconut oil, shea butter, aloe vera and vitamin E.

Several of the brand's product lines carry Stockholm-themed names. Its body butter, introduced in 2019, was offered in four scents named Slottet Fling, Sergel Rush, Slussen Wave and Nytorget Pop, and a matching line of creamy hand soaps launched the same year. In April 2023 the company relaunched its Volume Lip Balm with an updated formula and added a companion Volume Lip Gloss in several shades.

Proclé states that its products have never been, and will never be, tested on animals, and says it supports PETA's work toward cruelty-free markets [3]. No formal certifications are listed on the brand's own pages.

According to one Nordic retailer profile, the brand's Nytorget Pop hand cream received a Swedish "Beauty Oscar" (Skönhetsoscar) in 2019, and a Nytorget Pop hand soap was nominated among the best hygiene products at the Swedish Beauty Awards in 2020 [10]. These awards are recorded from a single retailer source and are not independently confirmed.

Proclé has been sold through Swedish pharmacy and beauty retail channels, including Apotek, Apoteket, Apotea, Douglas, Lyko and Colorsvibe. Its website routes its business login to Everdea, a Sweden-based Nordic beauty distributor that handles pan-Nordic, multi-channel distribution for beauty brands; Everdea is a distribution partner rather than an owner, and the brand's parent company is not publicly stated [9]. This distribution arrangement is consistent with the brand's availability across several Nordic markets.

Proclé appears to be dormant. Its website remains live and functional, but the most recent news and product announcements date to April 2023, with no visible activity in the years since [5]. The founding year, founder and headquarters come from retailer profiles rather than the brand's own current site, and no parent company is publicly identified.