Pudderdåserne

Pudderdåserne is an independent Danish beauty outlet that began in 2010 as a blog and later grew into its own skincare label. It was founded by journalist Katja Moikjær and makeup expert Helene Randløv, who met in an online group for mothers and set out to write honest reviews and critical journalism about cosmetics [6]. The company remains active: its own fragrance-free product line is stocked at major Danish retailers, and the brand site carries a 2026 copyright.

The venture is a hybrid. Its dominant identity is still the editorial blog, which describes itself as "Denmark's critical beauty blog," while a separate skincare, haircare and body range — launched in 2014 — carries the same name and outlook into physical products.

The two founders came from different backgrounds. Moikjær is a trained journalist who had worked as a local reporter and in municipal communications; Randløv had a healthcare background and was the makeup specialist of the pair. According to a later interview, Moikjær pushed for the collaboration because she felt the two were a good match, and the site went live in 2010, at first run from a server kept in a friend's closet.

Sources give the co-founder's name in two forms. The brand's own site refers to her as Helene Randløv, while Danish editorial coverage uses the fuller surname Helene Randløv Hansson [2][6]; both refer to the same person. The company is registered in Copenhagen as Pudderdåserne ApS.

The blog's early years were financially lean. Moikjær has described the slow path to income, saying it took four years of daily writing before the work paid, and framing the progression as earning enough "for a cup of coffee" the first year, "a lunch" the next, and "a dinner" the year after [5]. By 2013 both founders were able to leave their other jobs and blog full time; around that period the site reported more than 200,000 visits a month, of which roughly 70,000 were unique [6].

In 2014 the pair extended the brand into products, launching the first five items of a fragrance-free skincare line built, in their words, on the same approach as the blog: effective, transparent and trustworthy. A haircare series and further products followed.

Pudderdåserne's stated aim is to give an honest and realistic assessment of what readers can expect from their skincare, haircare and makeup. The editorial voice is deliberately blunt: Randløv has said that people read the site because they can rely on it to say plainly when something is bad, and in a 2019 Femina profile the founders described themselves as falling well outside the polished influencer image [5].

That critical stance extends to how the blog handles paid content. Moikjær has summarised the policy simply — if they are paid for something, they disclose it — while urging readers to stay extra critical of such posts [4].

The product line is positioned around three points the brand highlights: made in Denmark, fragrance-free, and based on documented ingredients. The company describes its formulation approach as a blend of the most effective and mildest ingredients, without restricting itself to only natural or organic sources.

Skincare is the core of the range and includes exfoliants such as the AHA Peeling and T-Zone Peeling, moisturisers, cleansers and corrective treatments, alongside a Niacinamid Serum and hyaluronic acid products. Named active ingredients include peptides, vitamin C, azelaic acid, niacinamide, hyaluronic acid and AHAs. The haircare series covers shampoos, conditioners and styling products formulated for both hair and scalp, and the range extends to body care and SPF 30 sun protection.

The products are made by the Danish contract manufacturer E. Tjellesen and sold through retailers including Matas, Magasin, Salling and Gosh, with Nordic reach via Lyko [3][7].

The founders and their work have been the subject of several Danish features, reflecting the blog's profile in beauty media. A 2015 profile in the journalism trade publication Journalisten examined how the site was built and monetised [6]; a 2017 interview in MY DAILY SPACE traced its move from blog to skincare [4]; and a 2019 feature in the women's magazine Femina profiled its critical editorial positioning [5].

Pudderdåserne is active. As of 2026 its skincare line was listed with 44 products and a running promotional campaign at Matas, confirming current retail distribution, and the brand's own website continues to publish under a 2026 copyright [7].