Natalie Enslöw: A Conversation on Fjör, Flow and the Power of Thoughtful Creation

Fjör

The Essence of Fjör: How would you describe the spirit of Fjör? If it were a feeling, a lifestyle, or a philosophy, what would it embody?

A quiet power. An understated embodiment of modern technology and how we look after ourselves. The word fjör, in Icelandic, itself means life, vitality and merriment, so it gives that foundational essence. But the depth lies in bringing something truly breakthrough to life in a way that reflects that Nordic sensibility: understated, where the product speaks for itself and doesn’t need to be pretentious.

It’s about bringing an extension of nature into modern life, in both the technology and the essence. A philosophy of a simplified, pared-back yet powerful approach. That’s reflected in our brand, our products and our customers: people who recognise and value the quality and science that come from our Nordic heritage.

Journey as a Founder: What inspired you to create Fjör, and how did your journey as a female founder unfold?

I started fjör because I couldn’t find skincare that truly respected the skin as a living system. I’d always had sensitive skin, and I watched my parents battle two sides of the skin spectrum: doing too much and doing too little and the repercussions from either side. It built a curiousity in me on how the body heals itself and what it really means to have a healthy lifespan. Personally, I’m not focused on living to 120. I just want the quality years I do live to enjoy and be surrounded by the people I love. 

My background at Rolex taught me precision, craft, and storytelling. It was my dream job. But reality hit when I realised I wanted to build something with deeper meaning. Something that could help people reach their full potential, feeling comfortable in their own skin, both literally and figuratively.

Leaving a dream corporate job to start fjör was both terrifying and liberating. The stress feels different, but there’s a sense of care and responsibility that has forced me to grow in ways I never imagined. As a female founder, the journey has been both raw and deeply humbling. It’s taught me that resilience isn’t loud - it’s quiet, consistent belief (borderline delusion) when no one’s watching.

Creative Philosophy: What values or principles guide your approach to building and evolving the brand?

The foundation of what fjör is built on a breakthrough science that speaks for itself.

But in the early days of building a brand a lot comes down to the original pillars the brand was built on. In the early days, when decisions felt overwhelming, I was advised to choose three core pillars to make better, faster decisions. It was one of the best pieces of advice I received, because early on, you can overthink and fall into decision fatigue - so creating this natural value filtration system made things somewhat easier.

So I chose three words: simple, powerful, and accessible. They shaped everything we built. A gender-neutral approach that delivers breakthrough technology to your fingertips, even for the most sensitive and damaged skin, yet simple enough that we’re not demanding too much time from our customers. These pillars still sit at the core of the brand today.

The reality of building a brand early on is that you’re often constrained by either time or money. You can have a brilliant idea and execute it on a budget, but it will likely take a large amount of time (which you usually don't have the luxury of), or you can outsource, and that quickly becomes expensive. There’s always that frustrating gap between the grand vision in your head and what you can realistically achieve. But it’s about committing to progress: doing what you can today, knowing that tomorrow you’ll be one step closer to that big-picture vision even when the days feel like you haven't moved the needle.

Fjör

Daily Rituals: Are there personal habits or rituals that help you stay grounded and creative in your work?

Admittedly, I used to have very blurred lines between work and personal life. In many ways, I still probably do. Over time, it became clear that boundaries are essential to prevent burnout (which I have definitely experienced). It's a challenge when you care so deeply about the outcome, you forget the value of slowing down and filling your own cup because you think that building the business is already doing so. That was a learning curve.

Nowadays for me, it’s about small, consistent rituals: prioritising sleep, moving my body, taking time for a sauna, or allowing myself a lazy Saturday morning in bed. Creativity comes from both spending time with people who light you up and also allowing yourself to get a bit bored. My dad always said that boredom breeds creativity and that doesn’t mean scrolling on your phone, but finding something tactile to fill your time: a project, reorganising something or just aimlessly wandering your city.

Inspiration is everywhere if you’re open to it. I’m still guilty of being overly focused on efficiency, always moving from A to B but I’m learning to slow down and, for lack of a better metaphor, stop to smell the roses. In the grand scheme, we’re still trending upwards.

Defining Moment: Has there been a pivotal experience that shaped your vision for Fjör or the way you approach business and creativity?

It was in the very early days of fjör, when I had the dream and a very finite amount of time and money to bootstrap it. That period challenged me to rethink my limiting beliefs and realistic constraints to make fjör happen. It forced me to make sharper decisions and to allow myself to actually ask for help.

When I look back at those early days, I never see it as just me on my own, because I wouldn’t be here without the people who helped along the way: those who shared their time, support and expertise. They taught me a hell of a lot, and that generosity shaped the way I lead today.

Fjör

Sources of Inspiration: Where do you draw inspiration from, whether people, places, or experiences, when creating for Fjör?

I draw a huge amount of inspiration from contrasts: science and art, strength and softness, nature and modernity, emotion and rationality. There’s a certain tension between those things that plays a big role in how fjör shows up. It’s a delicate balance we’re always striving to get right. 

The Nordics are, of course, a major source of inspiration too. The approach to life, design and balance. But most of all, our customers inspire me. Reading messages from people who finally feel confident in their skin reminds me of why fjör exists, that continued motivation to keep pushing forward with the exact purpose the brand was founded on: to help people reach their full potential.

Personal Connection: Is there a particular product, collection, or idea within Fjör that holds special meaning for you, and what story does it tell?

The Hydrolytic® Serum will always be closest to my heart. It was the first product we launched back in 2022 and perfectly captures the essence of what fjör stands for: clinically precise yet sensorially beautiful. That tension of contrast. 

I remember holding the first final bottle and feeling emotional because it represented all of the unseen work, belief and setbacks. It’s not just a product; it’s the physical embodiment of an idea: that skin can be rebuilt, not just repaired.

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