Amsterdam, September 2025 – Swedish skincare brand Skinome officially launches in the Netherlands, introducing a completely new way of thinking about beauty: fresh, refrigerated skincare developed to strengthen the skin’s microbiome and keep the active ingredients full potential for maximum effect. 

Founded by scientist and author Dr. Johanna Gillbro, Skinome formulate their fresh products in Skinome’s lab in Stockholm, Sweden. Most ​ products are designed to be stored in the fridge and by removing stabilizers and unnecessary additives, the focus shifts entirely to what benefits the skin.

“Just as we choose fresh food to nourish our bodies, our skin deserves formulations that are alive, active and uncompromised,” says Dr. Johanna Gillbro. “Freshness is the future of skincare, it’s about protecting the skin’s microbiome, not overwhelming it. Fresh products that are kept cold also give maximum effect since we can keep the full potency of the active ingredients.”

A new category in skincare

Conventional skincare is produced for long shelf life, often sitting for years before reaching the consumer. This requires preservatives and stabilizers that can interfere with the skin’s natural ecosystem. Skinome is different:

This approach makes Skinome not just another skincare brand, but a new category: fresh skincare.

Skinome’s founder: Dr. Johanna Gillbro

Behind Skinome stands Dr. Johanna Gillbro, skin scientists with more than 20 years of experience in dermatology research. She is internationally recognized for her work on pigmentation, skin biology, and the microbiome, and is the author of the bestselling book in Sweden, The Scandinavian Skincare Bible.

Johanna’s own personal journey, being diagnosed with vitiligo as a child, sparked a lifelong dedication to skin science. With Skinome, she translates research into formulations that respect the skin as a living organ.

Skinome’s philosophy: Less but better

Skinome rejects the industry’s complexity and overload of products. Instead, the brand develops a curated range of essentials that meet the skin’s real needs: hydration, nourishment, and microbiome support.

Key products available in the Netherlands include:

All products are stored chilled before delivery, with clear instructions for storage and use — making the experience of skincare closer to fresh food than cosmetics.

Why the Netherlands, why now

The Dutch market is uniquely positioned for Skinome’s entry. Consumers here are known for their conscious approach to health, fairness, and transparency, and are increasingly drawn to science-led brands that deliver real results. 

With rising interest in the microbiome and the connection between skin and overall wellbeing, Skinome’s philosophy resonates strongly. The Netherlands also represents a cultural fit: Scandinavian simplicity and honesty align with Dutch values of clarity and authenticity.

A global journey, now arriving in Amsterdam

After establishing itself in Sweden as a pioneer of fresh skincare, Skinome is expanding internationally. The launch in Amsterdam marks an important step in introducing this new category to European consumers, building awareness through education, science communication, and personal experiences with the products.

^{About Skinome}

^{Founded in Sweden by scientist and author Dr. Johanna Gillbro, Skinome develops fresh, preservative-free skincare designed to protect the skin’s microbiome and barrier. Produced in small batches and stored cold for maximum freshness, Skinome represents a radically different approach: skincare that is as alive and active as the skin itself.}