AUSTIN, Texas, June 29, 2026 — Frøya Organics, a Norwegian skincare brand built on wild Arctic botanicals and organic beeswax, announced the expansion of its presence in the U.S. market with a skincare line designed specifically for mature skin, focusing on women between the ages of 45 and 75—an age group the company says is often underserved by mainstream skincare products.
The company’s formulations differ from conventional water-based creams and serums by using concentrated, waterless balms made with organic beeswax. According to Frøya Organics, this format is intended to support mature skin, which may experience reduced moisture and elasticity with age, by providing longer-lasting hydration with a smaller amount of product.
The botanicals used in the balms include rosehip, sea buckthorn, and arnica, harvested in Arctic regions. According to the company, these ingredients are selected for their nutrient profiles and are paired with organic beeswax in formulations made without synthetic fragrance, hormone disruptors, or filler ingredients.
Frøya Organics said its decision to design products for women in their late 40s through their 70s reflects the different needs of mature skin compared with younger skin. Rather than promoting complex, multi-step routines, the company offers a simplified product system intended to be practical and easy to follow.
Its Complete System for Mature Women’s Skin, a four-step routine, serves as the centerpiece of the line. The company states that its products have been used by more than 80,000 customers globally.
“The skin of a woman at 60 is not the skin of a woman at 30, and it should not be treated the same way,” said Line Hansen, founder of Frøya Organics. “We built the line around fewer, more concentrated products because we believe this approach better supports the needs of mature skin.”
Additional information about the brand and its products is available on the company’s website.
About Frøya Organics
Frøya Organics is a Norwegian skincare and haircare company that formulates waterless, plant-based products using wild Arctic botanicals and organic beeswax. Its skincare products are designed for mature skin, with additional offerings in hair and body care, all formulated without synthetic fragrance, hormone disruptors, or filler ingredients.
Company Information
Company: Frøya Organics
Contact Person: Press Team
Email: support@froyaorganics.com
Website: froyaorganics.com
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