She may spend most of her time in Norway, but Singapore has a special place in Linda Jørgensen’s heart. Find out how the Swedish-Norwegian beauty entrepreneur is bringing the Nordic way to skincare to the Lion City and why 2024 is a big year for her brand, Nordic Formula.
Introduce yourself for us.
My name is Linda and I’m the founder of Nordic Formula, a cosmeceutical skincare brand. I’m from Gothenburg in Sweden; I moved to Norway when I was 19 years old and have now lived in Oslo, Norway for the past 30 years. One year ago, I also became a Norwegian citizen!
From Norway to Singapore – what brings you to the Lion City?
To establish and distribute Nordic Formula in the global beauty market, starting with Singapore. Every three months I travel here to promote my business in the professional beauty market. This is a great place to enter the Asia-Pacific world and I look forward to expanding to other countries in Asia – and having Singapore as a base.
Tell us a bit about your family and where you live.
I’m married to Thor Arne (who’s Norwegian) and we have two girls, Olivia and Emma. My husband proposed to me in Singapore 24 years ago, so it has a special place in my heart.
Our oldest daughter Olivia, aged 21, lived in Singapore for six months in 2023 where she was an exchange student at NUS. She also loved it!
Emma is 17 years old and has already started her own business. She runs the brand Louella, crocheting tote bags and laptop covers – so she is following my footsteps as an entrepreneur. Our dog Mina, a labradoodle, is also a beloved member of the family.
We spend our summers in Sweden where we have a house by the sea. This is my place of peace where I can enjoy the Nordic Seacoast, recharge and relax during the summer holidays.
What sparked you passion and career in skincare – and eventually creating your Nordic skincare brand Nordic Formula?
Since I was a young girl, I’ve been inspired by my mother’s beauty products and passion for self-care. It has always been a natural interest for me, and I was taught early to use products and to take care of my skin.
Over time, the fascination with my mother’s products turned into a deeper passion for skincare and skin health. I certified as a CIDESCO skin therapist and aromatherapist by the age of 24. While attending beauty school, I decided that within five years I would run Oslo’s best clinic. It took me three years.
My passion for skincare as an educated professional and trained skin therapist is to help my clients read their skin’s past, treat their skin’s present and guide them to a healthy skin future. I see a lot of problems that are caused by lifestyle. The most common is sun damage; it comes in all different phases and scales, from light damage to skin cancer.
My mission with the brand was to find formulas that can prevent, but mostly repair, sun damage. After many years of exploring, studying and testing, the result is the Nordic Formula line. It’s simple to use, fast-acting and gives the skin a younger and healthier look.
From Norway to Singapore, what does a typical work day look like for you as a beauty entrepreneur?
I definitely wear a lot of different hats in one single day! I start my day by checking my emails and messages. Then, after having my daily chai latte with ginger, honey and black pepper, I can start digging into the different tasks. Now a lot of my time goes into building the Nordic Formula brand with further development of new products and entering the professional beauty and aesthetic market in Singapore.
Favourite Singapore food and restaurants?
A friend of mine took me to a very nice restaurant called Sonder, which I really liked. Another friend took me to Dempsey Hill and the food there was amazing. The lunch at Fiamma at Capella Hotel Singapore is always a favourite of mine – I highly recommend a visit.
Coming from Norway, what are your favourite things about Singapore so far?
The friendly people I meet. Everybody is so genuinely open-minded and willing to share and support each other. Singapore is a very easy-going city and I love staying here and working here.
If you were deserted on an island, which three skincare items would you choose to have with you?
Of course, I would bring all three of my Nordic Formula products! But if I wasn’t biased, I would bring The Daily Defence Daycream from Nordic Formula, which is an anti-ageing cream with SPF 50, plus a cleanser that could work for both the face and body, and a zinc lip sunscreen for my lips.
What can we look forward to from Nordic Formula?
2024 is a pivotal year for us. We’re launching a signature treatment at Auriga Spa at Capella. We continue to target the professional market in Singapore and Malaysia to expand Nordic Formula and make it more available at clinics and at more destinations. We’re working on new developments and the material for an online skin school that will also include digital skin consultations. This will be launched later in the year. Many of our business activities are now aimed at teaching people how to better take care of their skin – the Nordic way.