About OM-SE

Swedish OM-SE was founded by husband-and-wife duo Jenny and Jacob Huurinainen in 2020. In Swedish, the name means ‘to care for’, precisely what this duo sets out to do for skin. By making powerful multi-use products they use on their own skin, all OM-SE products deliver the entire way, from performance to aesthetics.


Beginning as a personal passion project years earlier to treat Jenny’s unbalanced skin post-pregnancy, she took inspiration from the FODMAP methodology. Employing only high-performing ingredients that positively impact skin, leaving out any and all additives typically found in skincare. With only her own products on her skin, Jenny finally found herself with a radiant complexion and no longer felt inclined to wear make-up. Jacob followed suit, using the same minimalist routine.


Brand Ethos

Effective plant-based skincare made easy in 3 simple steps. OM-SE is 100% natural, organic and plant-based. In OM-SE products there are no additives, no fillers, no BS. Everyone can use OM-SE skincare as it is vegan-friendly, unisex and cruelty-free. OM-SE believes using fewer products of high quality is better for both people and the planet.

The comarché framework

Product lifecycle

Brand sustainability

Maximum potency, minimal waste

OM-SE skincare products are made in fresh small series to secure maximum product potency and to minimise waste. Sustainable production is a vital part and built into their business model from the very start. Their goal is to never overproduce and that every OM-SE product should be used up to the last drop.


Mindfully made

All of OM-SE's ingredients have an eco-certification. They are 100% natural, organic and plant-based with no additives, no fillers, and no BS. They are also vegan-friendly, unisex and cruelty-free.


The violet biophotonic glass bottles are made from natural raw materials and are 100% recyclable. UV-protective glass is particularly chosen for its preservative properties and because glass recycling is widely available. Dispensers can be disassembled for recycling or returned to OM-SE for handling.

The Comarché Notes

OM-SE is 100% natural, organic and plant-based skin care with no additives, no fillers, and no BS. Everyone can use OM-SE skincare as it is vegan-friendly, unisex and cruelty-free.

Sustainable highlights on brand level

  • This indicates that the brand has actively sought out Fair Working Conditions for the producers of its product(s).

Product Lifecycle


The Design Phase is a crucial part of determining a product’s sustainable capabilities. We’ve chosen to highlight a few genius steps that enable a sustainable product right from the beginning.

    Material & Material Extraction

    The materials used for a certain product and how these materials come to life are of crucial importance to the sustainable capabilities we seek in products.

      Transportation of Materials

      This step relates to the transportation of the raw materials from when they are first obtained (harvested etc.) to the production site. Obviously, the closer to the production site, the better.


        Obviously, the production of a certain product has an impact on the overall level of sustainability. Luckily, many manufacturers have now taken steps towards more sustainable production methods.


          How a brand chooses to package its products will have a significant influence of the carbon impact from packaging and transportation.


            This step relates to the distribution of products when they have been produced. Obviously, the closer to the brand’s warehouse, the better.


              How you choose to use and take care of a product has a bigger impact than you think. Just think about how much longer a shirt lasts if it has been washed in the right way.

                End of life

                At this step, there is no way out and we have to find some way of discarding our product. How we discard a product will significantly influence the opportunity of reusing materials used.

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