Aárd Tag

Aárd 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 within the elegant and thoughtful beauty rituals of Hammam, the general public bathing houses scattered across the Middle East. In these ancient sanctuaries, they found a profound contrast to the overwhelming product-driven beauty culture they sought to vary. 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:...