SW Newsmagazine interviews Eha Urbsalu, Founder of Viking Beauty Secrets, and discusses her journey from beauty queen to socially conscious entrepreneur. Eha Urbsalu grew up in Estonia and was crowned Miss Estonia at age 17, followed up by winning the title of Supermodel of the Soviet Union and the last. Then, at 18, she came to the US to compete in the Ford Supermodel of the World competition, where she placed fourth. Based on her IMBD profile, she has had a busy international modeling, acting, and singing career. Eha earned her B.A. from the SUNY Empire State College of New York.
Anne Howard (AH): Eha, thank you for joining us today and letting us test the Awakening Eye Cream and the Peptide Serum with Blueberries, Strawberries, and Ginkgo Biloba. Let’s begin with your journey. Growing up in Estonia, how did your environment and culture influence your approach to skincare?
Eha Urbsalu: Growing up in Estonia and Northern Europe, we never thought about the words “organic” and “clean beauty” – that was just “normal.” The Nordic super berries I grew up with have been used for skincare and health benefits for centuries and are an integral part of Estonian and Nordic culture. In fact, it has been discovered that Vikings were extremely clean and hygienic compared to other European societies, and these natural ingredients were highly valued by Viking communities nearly a thousand years ago.
AH: The beauty industry is already saturated with natural skincare lines. What inspired you to create Viking Beauty Secrets in such a difficult market? And what makes your skincare line specifically different from the others?
Eha Urbsalu: I started working in the beauty industry early, starting as a fashion model in Estonia at 14. After becoming Miss Estonia runner-up and placing 4th at the Ford Supermodel of the World Competition, I started modeling worldwide. Ultimately, I came back to NYC to finish college summa cum laude. I was also working as a #1 body double and stand-in for all major tall actresses (Nicole Kidman, Charlize Theron, Uma Thurman, Tilda Swinton, etc), requiring me to wear heavy make-up for 14+ hours daily.I started to have a lot of problems with my skin and health, and I learned about the many harmful chemicals that are in skincare (and food) products sold in America, even today! So, I started to look back into the ingredients that I grew up with in Northern Europe to fix my own skin and health. I created Viking Beauty Secrets with Nordic berries as the main ingredients, and to differentiate Viking Beauty Secrets from other skincare companies who may make natural or organic claims, I decided to have all products Certified Organic or Certified Natural by Greenlife/ECOCERT, the largest independent organic certification organization in the world. Our commitment to organic skincare goes beyond just the ingredients in our products.
From the start, I decided to have a sustainable brand. We use 100% green energy for manufacturing and 100% recycled (FSC-certified) materials for paper packaging. Our creams are in glass bottles, not plastic, and our Face Scrub and Eye Cream tubes are made with post-consumer used materials. The Face Foam Cleanser bottle is made from 100% OWP (ocean waste plastic). We donate 5% of our revenue to ocean cleanups, led by our Head of Sustainability and co-owner Merle Liivand – “Mermaid Merle.”
She is one of the worldcleanupday.org global ambassadors and a five-time Guinness World Records holder. She achieved her last record by swimming 50 kilometers (approximately 31+ miles) with a monofin without using her hands, bringing awareness to plastic and ocean pollution.
AH: Can you share some key principles behind formulating your products?
Eha Urbsalu: Our formulation principles are rooted in the harmony of ancient Nordic wisdom and cutting-edge technology. We are deeply inspired by the natural resilience and purity of Nordic ingredients, which have been used for centuries to maintain youthful and radiant skin. By combining these powerful natural elements with modern scientific advancements, we create products that deliver exceptional results while being gentle on the skin. For example, our new Peptide Serum is a true testament to this philosophy. It incorporates peptides to boost collagen production and improve skin elasticity, and we infuse it with Nordic ingredients like blueberry and wild strawberry. Blueberries are rich in antioxidants, which help to fight free radicals and promote a healthy glow. Wild strawberries are packed with vitamins and essential nutrients, which deeply nourish and rejuvenate the skin. Together, these ingredients work synergistically to deliver a potent, clean skincare solution that embodies the best of both worlds: ancient traditions and modern innovation.
AH: Let’s talk about your Eye Cream, one of SW News’ favorite eye creams on the market. We can report that we did find that it diminished fine lines and puffiness and was lightweight. What was the development process like for this product?
Eha Urbsalu: So glad to hear. For many users, it has also shown improvement with dark under-eye circles. I was looking for an eye cream that is not greasy and oily. I wanted something light and refreshing, full of vitamins and natural, while still being effective. I am happy with the result, and even if I try other eye creams, I always return to our Viking Beauty Secrets Awakening Eye Cream.
AH: The ingredients in your Eye Cream are quite unique. Can you explain the benefits of using cloudberry seed oil?
Eha Urbsalu: There are many benefits to these Nordic ingredients. To survive extremely cold temperatures as low as -50°C, arctic berry species such as cloudberry have developed a highly unsaturated lipid profile. Seed oils from arctic berries are enriched with α-linolenic and linoleic acids, the two essential fatty acids together constituting up to 90 % of the total fatty acids. The unique fatty acid composition makes arctic berry seed oils a valuable source of essential fatty acids for internal and external skincare. The cloudberry seed oil is an ingredient in dry or sensitive skin products. Cloudberries have also been shown to be a member of the group of fruits and berries with high amounts of antioxidants.
Moreover, Cloudberry has four times the Vitamin C of an orange. It builds collagen, fights off attacks on collagen, reduces wrinkles, and hydrates. It is well suited for sensitive skin or even skin conditions like eczema.
AH: Your Peptide Serum with Blueberries, Strawberries, and Ginkgo Biloba has been well-received. Our Beauty editor noticed a light skin firming improvement within a week, easing redness around the cheek area. Can you speak about the development of the Peptide Serum and what results you expect users to experience?
Eha Urbsalu: Thank you for this kind and positive feedback! The development of our Peptide Serum focused on combining potent natural ingredients with advanced science. Blueberries and wild strawberries provide powerful antioxidants that protect and nourish the skin. Ginkgo Biloba helps reduce redness and improve circulation, soothing and revitalizing the skin.
AH: How do you test the ingredients in your skincare line? Do you have a laboratory, or do you rely on other’s research? Do you test yourself?
Eha Urbsalu: Fortunately, a significant amount of scientific data and research supports the efficacy of the natural ingredients used in all Viking Beauty Secrets products. However, we go well beyond this, utilizing a laboratory to manufacture our unique formulations.
Equally important, however, is the testing of the products not only by myself and my staff but also by friends and colleagues in the beauty, fashion, and film industries who are extremely knowledgeable about sustainable skincare and current on the latest skincare trends. We carefully read customer feedback and continue improving formulations to ensure they always meet the highest standards.
AH: One of the appeals of your brand to our magazine is that you do not test on animals. How important is that to you, and why?
Eha Urbsalu: This is absolutely critical to us and aligns perfectly with our commitment to being a truly organic, sustainable, and ethical skincare company. We are immensely proud to be Cruelty-Free Certified by Leaping Bunny. Ensuring that our products are free from animal testing reflects our dedication to ethical practices and the well-being of all living beings. It’s fundamental to who we are as a brand and what we stand for.
AH: What challenges did you face during the formulation and testing of these products?
Eha Urbsalu: Getting the right fragrance can be challenging as we use only natural ingredients, such as essential oils, and no chemicals. Often, our focus group members may have different preferences, so getting unanimity can sometimes be challenging. Also, one of the differentiating factors of certified organic skincare is that each package has a finite shelf life and expiration date.
AH: Sustainability is a big part of your brand. How do you ensure that your products remain environmentally friendly?
Eha Urbsalu: It starts with sourcing ingredients from Northern Europe, one of the cleanest and most environmentally friendly regions in the world. According to the 2022 Yale Environmental Performance Index, which ranks 180 countries, seven of the top eight are Scandinavian, and the Baltic countries are also among the top 20. This ensures that our ingredients come from regions with the highest environmental standards.
We manufacture our products in the Baltic countries and have won numerous international clean beauty awards across Europe and North America. Our manufacturing process is powered by 100% green energy, underscoring our commitment to sustainability. Next is the external validation of the Greenlife ECOCERT Cosmos Organic and Natural Certification, together with the numerous awards Viking Beauty Secrets has won. Most recently we won the European Natural Beauty Award for our Volcanic Exfoliator, and our Eye Cream was just nominated for this year.
AH: Are there any upcoming products or innovations that you are particularly excited about that you are about to introduce?
Eha Urbsalu: Absolutely! One of the innovations we’re incredibly proud of is our OWP (Ocean Waste Plastic) certification. Not many brands have achieved this certification, which reflects our dedication to sustainability by using recycled ocean plastic in our packaging. We’ve recently launched our Rose Calendula Cleanser with this eco-friendly packaging, making it a significant milestone for us. Additionally, our Glow Facial Oil has become a best-seller, thanks to its nourishing and radiance-boosting properties. Building on its success, we’re excited to announce that we’re working on a “Viking Beauty Secret” in this connection. Stay tuned!
AH: How do you see the future of Viking Beauty Secrets evolving in the next few years?
Eha Urbsalu:We plan to continue releasing uniquely curated products every 6-9 months and continue our global expansion. We are becoming well-established in the US, have an affiliate that is actively selling in Europe, and are receiving inquiries from Asia.
AH: Do you see yourself opening a flagship store in the U.S.?
Eha Urbsalu: Most definitely! We have seen retail success in New York, Florida, Minnesota, and most recently, Los Angeles, so we think establishing a flagship store in a major city in the not-too-distant future is a real possibility.
AH: What advice would you give aspiring entrepreneurs looking to enter the beauty industry?
Eha Urbsalu: The trend toward sustainable skincare will continue, and we believe we are still in the early stages of growth in the “true organic skincare” industry. I would recommend aspiring entrepreneurs focus their efforts on this area. Equally important, however, is having the efficacy of their products validated independently, as skincare customers are becoming increasingly knowledgeable and discerning regarding product claims.
AH: Lastly, what skincare tip do you believe everyone should follow?
Eha Urbsalu: My skincare starts in the evening. I always clean my face, no matter how little or much makeup I have on my face. I usually use our Viking Beauty Secrets Scrub with Icelandic Volcanic Sand, and I massage the scrub gently on my cheeks, forehead, and neck and even decollete it and then follow up with washing it off with warm water. It’s a nice way to loosen up the makeup stuck in your pores. Then, I might use a pad with a toner to clean more deeply and get all the edges, like the sides of the nose and other curves the towel doesn’t reach.
Of course, I use the Viking Beauty Secrets Eye Cream and Night Cream, and then I get a good night’s sleep. Massaging the Night Cream into my skin with its gentle lavender aroma is, for me, a going-to-bed ritual, so I usually fall asleep within one minute of putting my head on the pillow.
AH: On behalf of our readers and the magazine’s team, we thank you for taking the team to answer our questions and further educate our readers on the importance of purchasing clean skincare. Our readers may follow you on Instagram @ VikingBeautySecrets
Photos courtesy of Viking Beauty Secrets and IMDB Pro.
