Natalie Enslöw

In the increasingly crowded beauty landscape, fjör has stood out as an emerging disruptor. Cue founder Natalie Enslöw, who a few years ago quit her corporate job to start her own company on the basis of three core pillars, before even having conceptualized her brand or product. Of fjör she says, “I knew that no matter what the product would be, it had to be something that was simple, powerful and accessible.” Those attributes have carried through, partnering with a biotech to harness the power of hydrolytic enzyme technology in the form of a serum, and creating an expanding minimalist skincare brand designed to boost the skin’s microbiome.