Founded by Martina Carlson and Pauline Norden, Stockholm-based Aárd was born out of a shared frustration with the ever-expanding list of products and convoluted routines dictated by the beauty industry.
Their mission was clear: to simplify beauty and haircare while emphasizing transparency, effectiveness, and a minimalist approach.
Inspired by Hammam: Where Beauty Meets Minimalism
Aárd’s founders found inspiration in the elegant and thoughtful beauty rituals of Hammam, the public bathing houses scattered across the Middle East. In these ancient sanctuaries, they discovered a profound contrast to the overwhelming product-driven beauty culture they sought to change.
Hammam rituals prioritized quality over quantity, favouring a minimalist approach that focused on the essentials. It was here that the seeds of Aárd’s philosophy were sown.
The Soapmaker’s Legacy: Aárd’s Cornerstone
A pivotal moment in Aárd’s founding came when they crossed paths with Fouad, a sixth-generation soap-maker. Fouad’s family had faithfully preserved the traditions of Aleppo soap-making since 1848, a recipe and method that had endured for over 4,000 years.
The journey of Fouad’s family business took an unexpected turn when the Syrian war struck in 2012. Like many Syrians, they were forced to adapt to the harsh realities of conflict. With an unwavering determination to keep their tradition alive, they relocated their factory across the border to Antakya, Turkey. Despite the upheaval, the family remained committed to maintaining the same high-quality and natural ingredients that had defined their soap for generations.
Aárd’s Founding Philosophy: Transparency and Minimalism
The essence of Aárd’s philosophy is to encourage a better understanding of the products people put on their bodies. They advocate for transparency in ingredients, challenging the bewildering beauty jargon and excesses that have become all too common. Aárd strives to simplify beauty routines, replacing overconsumption with a minimalist approach that values quality over quantity.
Ingredients You Can Trust: Olive Oil and Laurel Berry Oil
Aárd’s soap cubes contain only two active ingredients: olive oil and laurel berry oil. Both of these ingredients are sourced from the Antakya region in Turkey, where the soap cubes are meticulously crafted. Olive oil is celebrated for its nourishing and moisturizing properties, while laurel berry oil, lesser-known but equally remarkable, brings natural antibacterial, antiviral, and anti-inflammatory benefits.
These properties make Aárd’s soap suitable for a range of skin types, particularly sensitive and problematic skin.
Personalized Beauty: Variety for Different Skin Types
Aárd recognizes that everyone’s skin is unique. To cater to diverse needs, their soap cubes are available with varying percentages of laurel berry oil—5%, 20%, and 40%.
This range allows individuals to choose the cube that best suits their skin and scalp type, ensuring a personalized beauty routine.
Sustainability in Packaging: An Earth-Friendly Choice
Beyond the products themselves, Aárd is committed to sustainability in its packaging. The brand’s founders, both passionate about design, sought to reflect their philosophy in every aspect of their products. The cube shape of their soap symbolizes the earth in sacred geometry and aligns with their brand name, Aárd, derived from the Arabic word for “earth” (ardh).
The packaging is crafted from natural kraft cardstock with an earthy colour scheme, mirroring Aárd’s commitment to natural, eco-conscious choices. It is made from recycled and recyclable materials sourced from responsibly managed forests and mills, ensuring that it breaks down into natural elements when exposed to the environment.
All images in this article are courtesy of Aárd.
