Sauna/ing

Sauna/ing (styled sauna/ing®) is a Finnish skincare, haircare and sauna-scent brand built around the rituals of the Finnish sauna. It is based in Masku, Finland, and run by the limited company Finnish Sauna Shop Oy. Its range follows the three stages of a sauna visit, before, during and after, and spans facial products, hair oil, bath salts, infusion scents and essential oils, as well as a line of cleaning products for the sauna room itself.

The brand is young and active. According to a news item from the Finnish industry association Sauna from Finland, the company was founded on 8 March 2025 [14], and its first products reached the market in October of that year. Sauna/ing calls itself "the world's first sauna beauty and ritual brand" [3].

Sauna/ing was started by three Finnish women. The brand's own pages introduce them only by first name, as Piritta, Jonna and Outi, and describe them as "born of the North, shaped by the forest." Launch announcements give their full names as Piritta Fors, Jonna Vesterinen and Outi Ellilä and refer to the trio as "the sauna sisters" [13]. Fors is the chief executive and is listed as managing director of the operating company [6].

Fors came to the project with earlier experience in the field. In her profile for the World Sauna Forum 2025, she writes that she co-founded the natural cosmetics company Luonkos and left it about a year before, and that she trained as a futures researcher, business coach and photographer [17].

As the company tells it, the founding idea grew out of a gap the three saw in the wellness market. In Finland, the brand writes, the sauna is "a way of life", a place traditionally used for cleansing and for connection with oneself, with other people and with nature. Against that background, the founders describe existing wellness offerings as "fragmented, superficial" and cut off from the body's own rhythms. Their answer was a range framed as a set of rituals rather than as cosmetics alone.

The first products went on sale in October 2025. A press release issued that month by Messukeskus, the Helsinki trade-fair organiser, presented the brand under the heading "New sauna cosmetics to international markets" and described an opening range of seven products aimed at both consumers and business customers [13]. Later in October, Sauna from Finland reported that the brand was exhibiting at aquanale. Sauna/ing says it is a member of the association.

Since the launch the range has grown beyond its first skincare products. The company has added a Sauna Clean & Care collection for looking after the sauna room, and its blog has published guides to Finnish sauna culture, hair care in the heat and the Finnish Christmas sauna.

Sauna/ing presents its products as parts of a ritual rather than as stand-alone cosmetics. Its stated mission is "to transform everyday routines into sacred rituals that restore balance, beauty, and presence" [4], and the company sums up its outlook in the line "This is not just about sauna. It's about presence." It ties its identity to Finnish sauna tradition, natural ingredients, what it calls ancestral knowledge, and Nordic design principles. The launch material describes the products as easy to use, unisex and sensorial.

The brand sells through its own online shops, which are offered in English, German, French and Finnish, with orders handled from an EU logistics centre in Germany. It also works with hotels, spas and wellness resorts. According to the company, its entire line is available both for professional spa and sauna use and for retail sale, and it develops custom scents and care series for individual venues [9]. Independent retailers carry the range as well, among them Bare Nordic Beauty, which ships to customers in many countries [16].

The range is grouped around the stages of a sauna session. For the time in the heat, Sauna/ing offers infusion scents, with blends such as juniper and spruce, pine and lavender, and spruce and grapefruit, alongside single essential oils. These "fragrance" products are scents for the sauna room, not personal perfume. For the skin and hair, the brand sells the Sauna Serum Mist, the Sauna Face Mask (also sold as a moisturising mask), Sauna Hair Oil, Sauna Spa Salt and a salt scrub.

The company sorts its ingredients into three families: forest, sea and plant science. Essential oils of spruce, pine and juniper supply what it calls "the grounding scent of a Finnish sauna". From the sea come algae ingredients such as Golden Kelp and Jade Algae, which the brand uses for hair moisture. From plant biotechnology come Eterwell Youth, a plant-derived active, and Eco Collagen, which Sauna/ing describes as a vegan alternative to collagen.

The most fully documented part of this story is a partnership with Origin by Ocean, a Finnish biotech company that turns Sargassum, an invasive brown seaweed that forms large blooms in the Caribbean, into cosmetic ingredients. The Sauna Serum Mist contains its OCEANBOOST LF, a seaweed compound called fucoidan that the brand uses for hydration. The Sauna Face Mask uses OCEANTHIX LV, an alginate that the supplier presents as a biodegradable alternative to synthetic thickeners. Origin by Ocean described the serum mist, announced in October 2025, as the first commercial product to feature OCEANBOOST [15]. According to the supplier, Fors first came across the ingredient at the A'Pelago Initiative 2025.

The company says all its products are certified natural cosmetics under Fi-Natura, a Finnish scheme, and that they are vegan and cruelty-free [8]. It adds that they meet EcoCert eligibility standards, which is a different statement from holding EcoCert certification. No independent cruelty-free certification is documented.

Production takes place in Finland and runs on green electricity, according to the brand. It packs its products in PET and PP plastics rather than glass, pointing to their low weight and recyclability, and says most of its bottles already contain recycled PET from household waste. Sauna/ing frames its use of upcycled algae as "blue economy" innovation, the idea of turning marine resources, including former waste, into useful materials, and says its formulas are designed to be safe for soil and water.

Sauna/ing is active. Its online shops were trading in 2026, and its most recent blog post, a care guide for wooden saunas, is dated 21 June 2026 [10]. The company is small and recent: by mid-2026 its products had been on sale for less than a year. Coverage so far has come mainly from the Finnish sauna industry association, an ingredient partner and a trade-fair organiser.