There is a shift happening in skincare. It is less about correction and more about restoring balance, about understanding the skin as a living system intertwined with mood, climate, memory and heritage. From Scandinavian outdoor pragmatism and Persian-rooted body rituals to British biotech precision, these three female-led brands approach skin not as a surface to fix, but as something to support and strengthen. Science is present in all of them.
Gun Ana
From Stockholm, Gun Ana translates Scandinavian outdoor living into skincare. Founded by childhood friends Sigrid Osvald and Kajsa Regnér, the brand is shaped by movement, sun, wind and cold. Skin is understood in relation to climate and exposure, where protection is central.
Named after an ancient sun goddess, Gun Ana develops multifunctional formulas that protect during the day and support recovery at night. Oat oil, wheatgerm oil and rosehip oil reflect Nordic ingredients, while high-performance SPF anchors the range. I appreciate the clarity and the strength of the name. These products integrate naturally into modern life.
Gun Ana, Joonbyrd and Reome
Joonbyrd
Joonbyrd is where soul meets science. Founded by dermatologist Dr. Alexis Granite, the brand turns its attention to an area often treated as secondary: the rest of the body. While facial skincare has dominated innovation for decades, body care has received far less specialist attention. Granite restores that balance, giving body skin the same dermatological precision without removing sensory pleasure.
“Joon” means soul, spirit and life in Farsi, a nod to her Persian heritage and to the gold-lidded lotions of her grandmother. I recognise that idea of care as memory, and of heritage. The formulas combine biotech and adaptogens with layered, mood-led fragrances. Hyaluronic acid and niacinamide sit alongside ashwagandha and coffee bean. Even the amethyst gua sha encourages a slower ritual, turning application into daily me-time. This derma-led brand arrives in colourful packaging. Soft lilacs, warm corals, rounded silhouettes. It feels joyfully modern.
Reome
Founded by former beauty editor Joanna Ellner, Reome is rooted in skin biomimicry, with formulas designed to work with the skin’s natural structure. The British brand examines how modern stress registers on the skin, from barrier disruption to sensitivity. Skin is approached as a system under pressure, requiring balance and considered support.
Biotech and bio-fermented actives form the core of the range, cultivated in laboratories for stability and potency. The language centres on barrier repair, cortisol impact and cellular longevity. Ellner’s background in biology, naturopathy and Traditional Chinese Medicine informs a broader understanding of equilibrium. The Active Recovery Broth and Biogenic Melting Cream are developed with a focus on restoring steadiness.
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Images, courtesy of the brands and some taken by author.
