YSFS

YSFS is a Norwegian beauty brand based in Oslo that makes skincare and facial tools with a Scandinavian design slant. Its name is an acronym for "Your Secret From Scandinavia" [2], and the company positions its products as colorful, easy self-care meant to, in its own words, "boost" the skin under the tagline "GET YOUR SKIN GLOW."

The brand's founding year and founders are not publicly documented. What is clear is its focus: alongside face masks, YSFS builds much of its range around handheld facial tools cut from stone, including gua sha, jade rollers and rose quartz pieces, plus eye-care, hydrating and anti-ageing products. A signature item is the Cover Up Multi Masken face mask.

YSFS presents itself as a Scandinavian brand, leaning on the region's reputation for simplicity and clean design. The company describes its priorities as "quality, design" and "happy and fresh colors," giving the tools a brighter, more playful look than the muted palettes common to Nordic beauty.

On ethics, YSFS states that it does not test on animals [1]. It also publishes a set of labor commitments: no child labor, no forced or prison labor, compliance with local labor laws, and protection of employee health [1]. The company lists no third-party certifications, and its hero ingredients are not documented.

YSFS is handled by True Beauty Norge, which describes itself as a Scandinavian distributor of beauty and skincare and lists YSFS among the brands it carries [2]. True Beauty is the brand's distributor rather than its owner; YSFS's parent company, if any, is not documented.

YSFS is an active brand. It maintains a direct webshop and an Instagram presence as @ysfs_scandinavia, and its distributor continued to list it as a current brand in 2026 [2]. Its footprint is small: there is no significant editorial or reference coverage, which is typical for an independent brand of its size.