Welcome to Worldly Beauty, a quarterly franchise in which we highlight beauty products, ingredients, and traditions rooted in culture. To offer an in-depth look, we're sharing perspectives and recommendations from local experts and tastemakers. A celebration of diversity, this column sheds light on the beauty practices and philosophies that make the world go round.

In 2026, beauty and wellness are more inextricably linked than ever. It's not about looking good (or, it's not just about looking good). It's about feeling good, too: happy, healthy, and balanced. For many millennials (myself included), it's a welcome development after the crash dieting, body scrutiny, and downright unhealthy habits that were pushed on us in the early to mid-2000s. Skipping meals to eat a bland, calorie-free cereal bar? No. Running on a treadmill for hours at a time with zero low-impact or strength-training workouts in sight? Pass. Tanning beds? Begone.

While I won't claim society has totally evolved, I can appreciate that it's come a long way, thanks in no small part to social media. Instagram and TikTok expose me to new beauty-meets-wellness content all the time. Today, I scrolled through A) a video of a content creator spreading awareness for PCOS and endometriosis, B) a picture of a friend proudly donning an LED face mask, and C) a fitness expert explaining how to intentionally and accurately target major muscle groups. I've learned a lot from social media, and admittedly, have also been influenced. My collection of beauty-meets-wellness devices continues to grow. So far, I have a PEMF mat, a vibration plate, and a stellar bedside humidifier.

There's one device, however, that's as low-tech, yet high-impact as it gets. I'm talking about my beloved De La Heart Body Tool ($38). I was introduced to it on social media, while learning all about lymphatic drainage for the first time. Years later, I'm still loyal to it. The paddle-shaped tool might look intimidating to the uninitiated, but it belongs to a Colombian beauty and wellness tradition called maderoterapia or wood therapy. Proponents of the practice claim it stimulates lymph movement, releases water retention, reduces the appearance of cellulite, helps sculpt the body, and more. Ahead, learn all about Colombian wood therapy.

"Wood therapy, or maderoterapia, is a traditional body sculpting technique that uses wooden tools to stimulate lymphatic drainage, reduce cellulite, and contour the body naturally," says Giordana "Gigi" Vogel, a Colombian-born wellness expert and founder of De La Heart. While its origins lie in Eastern medicine, Vogel says it was refined and popularized in Colombia in the 1990s, where it became deeply rooted in the country's beauty and wellness culture. "I saw my mom getting her weekly massages religiously. Passed down through generations, Colombian wood therapy combines ancestral knowledge, manual techniques, and artisanal tools to promote detoxification, circulation, and self-care—making it both a therapeutic and cultural ritual."

These days, Vogel says wood therapy is still "deeply embedded" in Colombian culture, especially in cities like Bogotá, Medellín, and Cali. "It's very common to find it incorporated into lymphatic drainage treatments, post-surgical recovery, body sculpting, and traditional spa rituals. In Latin America, these practices were never really considered 'trendy'; they've been part of beauty and wellness culture for decades."

While "lymphatic drainage" has become little more than a buzzword lately, there are real and profound benefits to stimulating and caring for the lymphatic system. "The lymphatic system is one of the most important—yet most overlooked—systems in the body," Vogel says. "I always describe it as your body's natural drainage and detoxification network. It's responsible for moving excess fluid, waste, toxins, and inflammation out of the tissues while also supporting immune function, circulation, energy, and even the appearance of your skin."

Unlike the circulatory system, Vogel says the lymphatic system lacks a pump (i.e., the heart). "It relies on movement, muscle contraction, breath, hydration, and manual stimulation to keep things flowing properly. Modern life unfortunately works against it—long hours sitting, stress, lack of movement, inflammation, travel, poor sleep, hormonal changes—all of that can contribute to sluggish lymphatic flow."

Vogel says there are signs indicating that the lymphatic system is sluggish and needs support. They are as follows: Puffiness, swelling, water retention, bloating, brain fog, fatigue, a heavy sensation, tightness in the body, weight gain, dull skin, more pronounced cellulite, and feeling "stuck" either physically or energetically.

That's where Colombian wood therapy comes in. Vogel says manually stimulating lymphatic movement offers a whole host of benefits. "It works on so many levels—it's not just about smoothing cellulite or sculpting the body (which it does!), but it also helps move stagnant lymph, release water retention, and give you that light, energized feeling. It boosts circulation, tones the skin, and supports natural detox in the most holistic, noninvasive way."

It's beauty and wellness, together, at work. "Growing up in Colombia, these rituals were always part of our daily lives, and my mission has been to modernize and simplify them so everyone could experience the benefits at home in just a few minutes a day," she says. "Consistency is really the magic. When things flow better, you feel lighter, more energized, less puffy, and your skin reflects that too."

The good news is that you can conduct wood therapy on yourself, at home. You just need the right tools, and that's where De La Heart comes in. The brand offers a range of maderoterapia tools. No matter which one you use, the process is pretty much the same. Start with dry brushing. "Before using any of our sculpting tools, I recommend dry brushing the body first to stimulate circulation, wake up the lymphatic system, exfoliate dead skin, and help move stagnant fluid toward the lymph nodes," Vogel says. "Think of it as priming the body for better flow and better results."

After dry brushing, apply a body oil (Vogel recommends the Flow + Glow Oil or the Golden Body Oil) so the tools glide smoothly across the skin. Then, you can reach for a sculpting tool. Glide them in "upward and outward" strokes along the limbs, stomach, and chest. Vogel says it's all very "intuitive," and I agree. However, the brand has multiple Instagram tutorials to reference if you're a first-timer.

All it takes is five to ten minutes for the best results. "That's the beauty of lymphatic rituals," Vogel says, "they don't need to be complicated or time-consuming to be effective. The lymphatic system responds incredibly well to consistent daily stimulation."

When she says "daily," she means it. Wood therapy works best when it's practiced consistently. In fact, Vogel says consistency is everything. "Ideally, I recommend using the tools daily as part of your routine, just like brushing your teeth or skincare. But even committing to three to five times a week can yield really beautiful results over time. What I've seen personally—and from our community over the past six years—is that consistency leads to less puffiness, better circulation, smoother-looking skin, reduced fluid retention, more body definition, and overall feeling lighter and more energized."

After the treatment, Vogel recommends focusing on two things: hydration and light movement. "Drink a lot of water to support the body’s natural detoxification pathways, and if possible, go for a walk, do some light movement, or even jump for a few minutes to continue encouraging lymphatic flow. I also love ending with our Lift & Tone Body Cream because the skin is warm, stimulated, and absorbs products beautifully post-treatment."

As someone who's been using Colombian wood therapy tools and techniques for almost three years, I can attest to its efficacy. In my anecdotal experience, it banishes bloating and water retention, and the heavy, dull feeling that often goes with it. It also makes the cellulite on my thighs look smoother and contributes to a more sculpted appearance overall. It also temporarily boosts circulation, which makes my skin look brighter and makes me feel more energized. Needless to say, I 10/10 recommend trying it. Colombian wood therapy might just be the at-home beauty-meets-wellness practice your self-care routine is missing.

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Welcome to Worldly Beauty, a quarterly franchise in which we highlight beauty products, ingredients, and traditions rooted in culture. To offer an in-depth look, we're sharing perspectives and recommendations from local experts and tastemakers. A celebration of diversity, this column goes beyond what we know to shed light on the beauty practices and philosophies that make the world go round.

Instagram and TikTok have a way of popularizing long-standing beauty rituals while simultaneously stripping away their cultural context. Traditional Indian hair oiling is one example. It's often discussed on the beauty side of social media, but what about its history and cultural significance? Not so much. Its roots stretch back as far as 5000 years. It stems from an ancient Indian system of medicine, and it's embedded in Indian and South Asian culture. Oh, and it emphasized the importance of scalpcare long before it became well-known in the West. These are all things you might not get from a quick scroll on social media.

Take it from Akash and Nikita Mehta, CEOs and cofounders of Fable & Mane. They say their memories of at-home hair oiling evoke comfort, connection, and care: "We grew up with hair oiling as a cherished at-home ritual, something passed down from our grandmother, who would lovingly massage oil into our hair. In India, this tradition is deeply woven into family life and often begins in childhood."

Diipa Khosla, founder of Inde Wild, agrees. She says hair oiling is not only deeply personal to her, but it also informs her brand. "Growing up, it was our Sunday champi (hair oiling) ritual at home," she says. "My mom would put together her own oil concoctions, and after lunch, usually rajma chawal, she would give everyone a champi. We would sit together, talk about everything and nothing, and just slow down as a family. Those moments made hair oiling feel less like a beauty step and more like care, connection, and grounding."

If there's one thing hair oiling is not, it's a trend. That term diminishes thousands of years of history, intimate family connections, and ancient beauty prowess. But if there's one thing social media gets right, it's that the practice really can transform dry, dull, and damaged hair in more ways than one. Ahead, learn more about this haircare ritual that's steeped in thousands of years of tradition.

Hair oiling is an Ayurvedic tradition. According to Michelle Ranavat, a holistic beauty expert and founder of her namesake brand, Ranavat. "Ayurveda is one of the world's oldest holistic healing systems with roots in Indian culture dating back over 5000 years. At its core, Ayurveda means 'the science of life,' focusing on balancing mind, body, and spirit. It emphasizes prevention and repair as key principles in beauty and wellness. For me and at Ranavat, Ayurveda represents a beautiful blend of spirituality, science, and self-care traditions passed down through generations," she says.

Akash and Nikita Mehta agree, emphasizing its holistic approach to health, wellness, and beauty that traditionally includes herbal remedies, meditation, diet, and, of course, hair oiling. Historically, it involved blending nutrient-rich oils and Ayurvedic herbs to support scalp and hair health.

The benefits of hair oiling are long and varied. When enhanced with an Indian head massage (as it traditionally is), it can moisturize dry skin, prevent breakage, boost scalp circulation, deliver essential nutrients to the scalp, and encourage hair growth. Take it from Ranavat, who says it's one of the simplest ways to support long-term scalp and hair health. "It helps nourish the scalp, soften dryness, and reduce breakage by strengthening the hair over time," she says. "Most people notice immediate benefits like shine and softness after the first use, but the deeper results, like hair growth and hair health, happen over time and with consistency. I always say to treat it like skincare: you'll start to feel a difference within a few weeks, but the real transformation happens after a month or two of regular use."

While prepackaged Ayurvedic hair oils are readily available from brands like Ranavat and Fable & Mane, traditional formulas were often homemade. Ranavat says they often featured oils like sesame, sunflower, and amla and herbs like moringa, fenugreek, and ashwagandha. She's incorporated these ingredients into Ranavat's Mighty Majesty hair collection. "Ayurveda really focuses on both prevention and repair, addressing concerns before they arise and helping you achieve your healthiest hair," she says. "The benefits range from conditioning and preventing breakage to improving texture, shine, and longevity."

Khosla, on the other hand, created Inde Wild's Champi Hair Oil with a whopping 16 Ayurvedic ingredients inspired by her mother's, Dr. Sangitha, age-old formula. "In clinical trials, it showed up to 50% reduction in hair fall in just 28 days with visibly shinier hair," she says.

As for Akash and Nikita Mehta, they formulated Fable & Mane's editor-favorite HoliRoots Hair Oil with ashwagandha, dashmool, and amla oil. The first is an adaptogen known to reduce stress, boost circulation, and strengthen hair roots. The second is an Ayurvedic blend of 10 roots that supports healthy hair follicles, and the third is rich in antioxidants. It's a reflection of the brand's ethos, blending "Ayurvedic wisdom with modern science."

The experts recommend hair oiling once or twice a week for the best results. The key, as with most beauty rituals, is to complete the process in a present and relaxed manner. The term "self-care" might have been corrupted in recent years through an influx of ad campaigns and quick-fix marketing, but traditional hair oiling is truly a moment for it. "Begin with intention," the Mehtas say. "Ayurvedic rituals are rooted in mindfulness. Set the tone, light a candle, take a deep breath, and make it a moment of self-love—not just haircare."

Then, apply an oil of your choice to a dry scalp and hair (they recommend Fable & Mane's HoliRoots Hair Oil). They continue, "Apply a few drops in your hands to warm up, and place them on your crown chakra, an energetic point on the top of your head that, when touched, helps release stress. For those with extra-sensitive scalps, replace the HoliRoots Pre-Wash Oil with our Amla Soothing Serum as and when needed." Then, it's time for the traditional head massage that goes along with it. This part is not to be skipped if you want to reap all the benefits. "Massage mindfully," they say. "Take your time with an Indian head massage, using your fingertips in circular motions to stimulate the scalp [and] focusing on the crown chakra. This boosts blood circulation, relieves tension, and activates the hair's growth cycle."

Traditionally, you'd leave the oil in your hair overnight or even longer; however, the experts recommend letting it soak in for at least five minutes. If you do sleep with oil in your hair, they recommend protecting your pillow with a towel or an old T-shirt. Upon waking, wash with a nourishing shampoo, like Fable & Mane's Hydrating Shampoo, to cleanse without stripping and finish with either the Hydrating Conditioner or, for a deeply nourishing treatment, the Deep Moisture Repair Hair Mask.

"Ideally, the champi hair-oiling ritual is done with a loved one, but on most Sundays, I do it myself," Khosla says. She prefers to begin by placing the oil bottle in hot water to gently warm it. "This helps the oil penetrate better," she says. "Next, I focus on marma points. I press the points on the crown of the head, the two highest points on the back of the head, and the point where the head meets the spine. This helps release tension and sets the tone for the ritual. Then, using the dropper, I apply the oil evenly across my scalp and massage using slow, circular movements with my fingertips. I take my time here because the massage is just as important as the oil." Finally, she distributes the oil throughout the length of her hair.

Scalp and hair health aren't the only reason this has been an indelible South Asian ritual for centuries. Ranavat emphasizes its rich historical and familial context: "In Ayurveda, hair oiling was never just about beauty. It was always about well-being and Indian culture as a whole. It's traditionally seen as a grounding ritual that calms the nervous system and brings the body back into balance. In India, oiling your hair is often something your mother or grandmother does for you, so it's deeply emotional as well. It's self-care in a holistic way and is a beautiful bridge between generations."

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Welcome to Worldly Beauty, a quarterly franchise in which we highlight beauty products, ingredients, and traditions rooted in culture. To offer an in-depth look, we're sharing perspectives and recommendations from local experts and tastemakers. A celebration of diversity, this column goes beyond what we know to shed light on the beauty practices and philosophies that make the world go round.

A certain country or region solidifies its reputation when it becomes synonymous with the product it produces. Take French wine, for example, or Italian leather. Sure, high-quality products exist elsewhere, but there’s something authentic and standard-setting about sourcing them from a highly reputable locale. When it comes to the skincare industry, that locale is South Korea. Over the years, it has cemented itself as the leader of innovation and engineering. It doesn't just set trends—it envisions, creates, and dictates them.

It's easy to take for granted the sheer amount of new technology, product formats, and aesthetic trends that South Korea has contributed to the global beauty landscape—things like overnight masks, cleansing oils, and the "glass skin" trend. It's even easier to take for granted the sheer number of ingredients it has popularized—ingredients that have spread Stateside and are found in hundreds, if not thousands, of best-selling skincare products. So what makes South Korea a leading authority in skincare? Experts say there's no simple answer.

Anna Karp, MD, is a board-certified dermatologist and assistant clinical professor of dermatology at NYU School of Medicine. She says South Korea's stellar reputation for skincare stems from multiple social, economic, and scientific factors, including strong consumer demand, a highly competitive marketplace, and robust research and development. There are also cultural considerations. "In the culture, skincare starts early with emphasis on sun protection," she says. "The consumers are very skincare literate, pushing companies to constantly improve formulas. Korean brands reinvest heavily into research, biotech, and new formulations."

Sylvia Eunsun Cho is Sulwhasoo's Americas R&I associate director. She says accessibility is the key to understanding South Korea's influence on the skincare industry. "In Korea, skincare is incredibly easy to find, from dedicated beauty stores to pharmacies with over-the-counter options, and even budget-friendly shops like Daiso. (Think of dollar stores in the U.S.) High-quality products are available at every price point, making skincare affordable, approachable, and part of everyday life for everyone."

She also notes Korea's use of unique ingredients "that are not commonly used in many other parts of the world." While there are so many to discuss (Birch sap! Rice water! Fermented ingredients!), we'll be taking a look at five in particular: ginseng, mugwort, snail mucin, Centella asiatica, and PDRN. Each one is grown, extracted, and/or utilized in its unique way, but they all have one thing in common: efficacy. They're wildly popular not only in the U.S. but around the world thanks to their skin-transforming potential. Ahead, learn everything you need to know about these five innovative ingredients.

Ginseng is a well-established ingredient in the skincare, wellness, and food and beverage industries, but not all ginseng is the same (not even close). The type you use, as well as the way in which you extract it, makes all the difference. Sulwhasoo, the luxury heritage Korean beauty brand, is the skincare industry's leading authority on ginseng. It's the brand's hero ingredient and is formulated in its iconic, best-selling products, such as the First Care Activating Serum ($89).

According to Cho, there are three major species (Panax) in the world: Panax ginseng from Korea, Panax quinquefolius from the U.S., and Panax notoginseng from China. "They may look similar, but they are quite different from a genetic view. Among these, Panax ginseng—also known as Korean ginseng—is considered the most effective. Korean ginseng is proven to contain the highest levels of ginseng actives when compared to Chinese and American ginseng."

It's native to the Korean Peninsula and Northeastern China. "Known as 'Koryo Insam,' Korean ginseng earned its reputation because it was found to be much more effective compared to ginseng from other regions," Cho says. It has been part of Korean culture for over 2000 years, especially in regard to traditional medicine and cuisine. "Beyond skincare, Koreans have long used ginseng as a key ingredient in herbal remedies to improve stamina, immunity, and overall vitality. It appears in traditional tonics, teas, and medicinal broths that are still widely consumed today." In Korean cuisine, ginseng is used both for its flavor and its wellness-boosting benefits. "The most iconic example is 'samgyetang', a chicken soup stuffed with ginseng, jujube, and sticky rice, believed to replenish energy and strengthen the body," Cho says. "Ginseng is also used in liqueurs, and many people even make their own ginseng-infused versions at home using fresh ginseng and high-quality soju. These homemade liqueurs are often enjoyed during festive occasions and family gatherings."

In regard to skincare, ginseng is a powerful and potent ingredient when used at peak concentration. It's rich in antioxidants, can reduce inflammation, prevent accelerated skin aging, and support a healthy-looking complexion. However, Cho says it's "especially beneficial for those concerned with firmness, dullness, and visible signs of aging. In Korea, Sulwhasoo is particularly popular among 'ajummas,' a Korean term referring to middle-aged women, who appreciate ginseng for its visible firming, brightening, and revitalizing effects."

Jae Yong Ban is a board-certified dermatologist and the medical director of Banobagi Dermatology Clinic and CEO of Bano Cosmetics. He notes that the modern use of Korean ginseng in cosmetics began in 1966, which was when AmorePacific (Sulwhasoo's parent company) launched the ABC Ginseng Cream. "Among its components, saponins—specifically ginsenosides—are the most essential," he says. "Ginsenosides help reduce signs of aging and diminish wrinkles."

The key is to cultivate and extract it carefully and correctly to achieve peak potency, and no other brand has achieved this like Sulwhasoo. It starts with the growing process. Michelle Shieh is Sulwhasoo's scientific communications associate director. She says the brand has revolutionized ginseng cultivation through advanced smart-farm technologies. "Rather than relying on traditional fields vulnerable to disease and extreme weather, we use sensors and automated controls to precisely regulate temperature, humidity, light, and nutrient levels, creating an optimized environment for ginseng growth," she says. "Only ginseng that reaches four years of age and passes Sulwahsoo's rigorous standards is selected. Our ginseng actually undergoes more safety testing than food-grade ginseng, with over 300 individual tests performed. This uncompromising approach means that only a small fraction of ginseng meets the high standards, ensuring the highest quality for our ginseng ingredients."

Once the ginseng has passed the rigorous tests, it can be extracted for use in skincare products. "Sulwhasoo extracts ginseng and then refines it using a proprietary Bioconversion Technology developed by AmorePacific," Cho says. "This method transforms ginseng saponins into forms that the skin can utilize more efficiently. Through this process, the ginseng’s active saponins are converted into smaller, biologically active molecules that the skin can readily recognize and absorb. Bypassing the skin’s own metabolic conversion step, the ingredient maintains a higher level of bioavailability and delivers benefits effectively. As a result, the formula provides a more concentrated and highly effective anti-aging benefit."

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Mugwort is another herbal ingredient Koreans have used for millennia. These days, it's a key component of skincare products, wellness rituals, and food and beverages. The perennial plant belongs to the daisy family, and it's native to Alaska, Europe, North Africa, and Asia. In South Korea, specifically, it has a long history of being consumed in teas, soups, and rice cakes. It's also used in medicinal baths to relieve aches and pains.

As for the skin, Karp says it's been widely incorporated into skincare over the past 10 to 20 years and is known for its soothing, protective properties. As a known antibacterial and anti-inflammatory ingredient, it's particularly suitable for sensitive skin types—think acne and/or rosacea, Karp says.

Ban agrees. "Mugwort is known for its excellent soothing properties, offering strong calming and anti-inflammatory effects. It is rich in minerals and vitamins A and C. While mugwort has been used for thousands of years as a medicinal herb in Korea and China, its incorporation into modern skincare formulations is relatively recent, less than 10 years. It has reemerged as a trend in the past five to 10 years."

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Snail mucin has to be one of the most popular and widely used Korean skincare ingredients on the market right now. In fact, snail mucin skincare products continue to go viral on social media. (The most notable is perhaps CosRx's Advanced Snail 96 Mucin Power Essence. It's all over IG and TikTok.)

Snail mucin is exactly what it sounds like—the gel-like substance that's secreted by, well, snails. It might sound off-putting to the uninitiated, but snail-mucin lovers know how it can transform dry and dehydrated skin into smooth, plump, and moisturized skin. "Snail secretion filtrate is rich in glycoproteins, hyaluronic acid, peptides, and antioxidants," Karp says. "It provides excellent hydration, supporting the skin barrier."

While it was popularized in K-beauty, Ban says it has an interesting international history. "In 1974, a Chilean brand called Elicina (also known as Coesam) introduced the first snail-mucin product. Farmers who handled snails noticed that their skin wounds healed unusually fast. Researchers later discovered that this was due to the mucin in snail secretions, which led to its use in skincare."

Since then, it's become lauded for its skin-regenerating and wound-healing benefits. Although, Ban agrees that its primary benefit is hydration through moisture retention. He says it can improve "the skin's oil-to-moisture balance." Hence it's particularly useful for people with dry and dehydrated skin types.

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Mugwort isn't the only stellar soothing ingredient to be popularized by Korean skincare companies. Centella asiatica is another prime example. This ingredient is also referred to as "tiger grass" and "cica." Despite its many names, it's known for one thing: soothing irritation and "putting out the fire," so to speak. It's a well-studied, highly praised ingredient that targets skin inflammation.

"Centella asiatica has long been used as a folk remedy by Indigenous populations along the Indian Ocean for treating skin conditions," Ban says. That includes Korean, Chinese, and Indian cultures. The secret to its soothing success is two key active ingredients. The first is madecassoside. The second is asiaticoside. Both are compounds known as terpenes (aromatic organic compounds), and they're behind most of cica's skin-soothing and wound-healing benefits. The other beneficial compounds, according to Ban, are vitamins B and C and carotenoids (antioxidants).

Both experts say it's "excellent" for sensitive skin types, including anyone who struggles with acne, rosacea, or eczema, which is why you'll find it in all kinds of cooling masks, gentle serums, and skin-balancing toner pads. Consider it a gold standard ingredient for skin soothing.

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If 2025 taught us one thing, it's that the internet loves PDRN (also known as salmon sperm—yep, you read that correctly). This buzzy ingredient went viral on social media with the help of celebrities like Kim Kardashian and Jennifer Aniston, who are reportedly fans of in-office PDRN skin treatments. So what's the deal with it, and why is everyone and their mother stocking up on PDRN-infused skincare products? The experts can answer that.

First, PDRN stands for polydeoxyribonucleotide. "PDRN is a DNA-derived molecule (traditionally from salmon sperm) used in regenerative dermatology," Karp says. "PDRN improves skin healing and regeneration, boosts fibroblast activity, increases collagen stimulation, and reduces inflammation."

Ban says you might also see salmon-derived PDRN referred to as "sodium DNA." Regardless, it works through DNA synthesis. "DNA is the fundamental building block of all living organisms," he says. "Through DNA synthesis, amino acids and peptides are formed, which are, in turn, the essential components of proteins like collagen and elastin in our body. Since PDRN helps synthesize DNA more efficiently, it plays a key role in promoting skin regeneration by supporting the rebuilding of these core structural proteins."

It works so well it can actually promote the formation of tiny blood vessels. "These microvessels play a critical role in delivering essential nutrients and energy to the areas of the body where they are most needed," Ban says. "You can think of PDRN as building a high-speed expressway—it enhances the efficiency of this delivery system, ensuring that regeneration and repair processes happen faster and more effectively."

As such, PDRN offers myriad benefits for the skin—everything from post-laser healing to boosting elasticity and minimizing visible wrinkles. Karp calls out its efficacy for fading acne scars, specifically. Here's the thing, though. Not all PDRN-spiked skincare products are the same. In fact, they can differ greatly in formulation and efficacy. That's because most PDRN skincare products use plant-derived versions, rather than those from salmon sperm.

"Plant-derived PDRN is considered 'PDRN-like'—it offers similar, but not identical, benefits," Ban says. "Salmon PDRN is regarded as the first generation, plant-based PDRN as the second generation, and Banobagi’s b-PDRN as the third generation microbial PDRN." The latter refers to Ban's own PDRN-infused skincare products. They use a microorganism-derived version isolated from banana sugar spots. "Banana sugar spots contain large amounts of saccharomyces, a yeast with a cell structure similar to human skin cells and rich in amino acids that support elasticity and cell growth. This third-generation Biome PDRN is yeast-derived and helps restore the skin’s natural elasticity."

Karp says that while salmon-derived PDRN has clinical studies to support its wound healing and regenerative properties, more research into plant-derived sources would be helpful. "I think more clinical studies are needed to see how well it works," she says.

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Welcome to Worldly Beauty, a quarterly franchise in which we highlight beauty products, ingredients, and traditions rooted in culture. To offer an in-depth look, we're sharing perspectives and recommendations from local experts and tastemakers. A celebration of diversity, this column goes beyond what we know to shed light on the beauty practices and philosophies that make the world go round.

Fragrance is intimate, evocative, and rooted in time, place, and culture. That’s true of iconic perfumes: Chanel No. 5, Frédéric Malle Portrait of a Lady, and Maison Francis Kurkdjian Baccarat Rouge 540. That’s also true of singular fragrance notes and ingredients, whether it’s fragrant tuberose flowers grown in Grasse, France, citrusy bergamot sourced from sun-warmed trees in Calabria, Italy, or rich oud derived from rare, resin-soaked wood in Southeast Asia.

It’s impossible to overstate the cultural, historical, and religious significance of the latter. Oud, which takes its name from the Arabic word for wood, is known for its distinct aroma—one that experts praise for its complexity. The most common descriptors are woody, earthy, smoky, sweet, and animalic. Clearly, it’s multifaceted and slippery to categorize. Take any two oud-centric perfumes, and they will differ based on type, concentration, and auxiliary ingredients. Regardless, it’s a rare and expensive ingredient—so expensive, in fact, it’s been famously dubbed “liquid gold.” It’s no wonder oud has historically been associated with wealth and opulence.

While it's almost unfathomable to extricate it from modern perfumery, oud has been treasured for thousands of years in Southeast Asia and the Middle East, where it was (and still is) used in herbal medicine and religious rituals by people of the Islamic, Buddhist, and Hindu traditions. Estimates date back as far as 1400 BCE.

Ahead, learn more about this ingredient that’s steeped in thousands of years of history and tradition.

Oud is derived from the Aquilaria (Agar) tree, which is primarily found in Southeast Asia. According to DSM-Firmenich perfumers Alexandra Monet and Frank Voelkl, the tree emits a fragrant resin when it falls ill with infection. The resin soaks into the interior wood, or the “heartwood” of the tree. “The oud is then harvested by stripping and distilling the tree’s bark,” say Monet and Voelkl.

Luis Cavallo is the North American brand ambassador of Creed Fragrances. The brand’s portfolio contains multiple oud-based scents, including the recently released Oud Zarian. “For Oud Zarian, Creed works exclusively with the Jalali family, fourth-generation cultivators based in the Sylhet region of Bangladesh, who produce an exceptionally rare 80-year-aged oud,” he says. “Unlike common practices in the market, Jalali oud is produced artisanally, using a meticulous short-distillation technique that takes three days. This process typically takes three weeks, but accelerating it creates a more refined and polished olfactive impression.”

Once the oil is extracted from the resin-soaked wood, it can be used to craft a fragrance. “It's famous for its strong, sensual, woody smell. Think rich, bold, and unforgettable,” Monet and Voelkl say. “If you love a perfume that's noticeable and complex, you might fall in love with oud.”

While it might be easy to take oud for granted now that it’s found in so many modern perfumes, the experts emphasize its rarity and expense—the reason it’s long been associated with wealth and luxury. (Cavallo calls it “liquid gold,” whereas Monet and Voelkl call it “black gold.”) “Less than 2% of the agarwood trees naturally produces oud, making it one of the most expensive raw materials in the world,” Cavallo says.

It makes sense that oud is significant beyond the world of fragrance, seeing as it’s such a rare and precious ingredient. Cavallo says it only entered the world of modern perfumery in the early 20th century. Before that, it was “used in the Middle East and Southeast Asia for thousands of years, dating as far back as 1400 BCE, with its earliest known use in spiritual and religious ceremonies.” Socially, it has also signified cordiality, helping welcome guests. “In the Middle East, it is also seen as a way of being hospitable to guests, offering them oud smoke as a gesture of respect and generosity,” Cavallo adds.

Oud is inextricable from the Middle Eastern fragrance market, both past and present. “This note has historically been utilized in Middle Eastern fragrances for its ability to add an intense warmth and sensuality to a fragrance, and remains present in more modern scents as well,” Monet and Voelkl say.

Interestingly enough, the experts say oud is being “used as a facet rather than as a predominant note” in Western markets. “Oud has been gaining popularity within the Western market by being utilized as a warm woody note that is able to add depth to a fragrance,” Monet and Voelkl say. “I have found that the Western market tends to use ouds in a more moderate way as more of a facet to create a subtle, long-lasting warmth rather than allowing it to overpower the overall character of the fragrance. What I find so unique about ouds is their ability to provide an air of mystery to a fragrance, which often makes the fragrance more intriguing for consumers.”

Oud plays well with myriad other fragrance notes, specifically those that “complement its depth or soften its intensity,” Cavallo says. Examples include rose, vanilla, sandalwood, or saffron. Monet and Voelkl agree, noting fruit and wood notes are especially complementary. “Adding fruity notes to an oud will add some color and contrast to the rather dark and dry facets of the oud with a juicy brightness, making it a bit more approachable for the Western consumer. Woody notes, of course, will also pair well since oud notes already have a woody connotation.”

As for fragrance notes that don’t *usually* pair well with oud, the experts say it’s anything that’s too light. Oud is so rich and complex that it has a tendency to overwhelm these kinds of fragrance notes. “Oud is a dense and complex note, so it cannot be paired with notes that are too light simply because the oud would drown them out. This is why perfumers prefer to anchor it with bold notes,” Cavallo says.

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Welcome to Worldly Beauty, a quarterly franchise in which we highlight beauty products, ingredients, and traditions rooted in culture. To offer an in-depth look, we're sharing perspectives and recommendations from local experts and tastemakers. A celebration of diversity, this column goes beyond what we know to shed light on the beauty practices and philosophies that make the world go round.

The beauty industry is many things, but balanced isn't one of them. Even though access and connection to other cultures are at an all-time high (thanks in no small part to social media), the West often reverts to a predominantly Eurocentric point of view. One way that manifests is in the seemingly innocuous term "beauty and wellness." The first word, ”beauty,” has a purely aesthetic, surface-level connotation. The second word, “wellness,” encompasses the internal and conceptual—things like sleep, digestion, movement, and more. Sure, the conjunction “and” proves they’re related, but they’re still separated in the West's collective consciousness.

That’s not so much the case in other cultures. Take traditional Chinese medicine (China) or Ayurveda (India), for instance. Both see beauty and wellness as inextricably related. The same goes for Indonesia. For centuries, the Indonesian approach to beauty has been intimately tied to matters of health and wellness. There’s no better example of that than Jamu, an ancient Indonesian herbal tradition used to improve everything from colds to fatigue, digestive issues, sexual wellness, and skin.

To learn more about Jamu and the Indonesian approach to beauty and wellness, I reached out to Metta Murdaya, the founder of Juara, a skincare-and-wellness line inspired by the Indonesian Jamu tradition. Ahead, she shares invaluable insight into Indonesian culture, speaking on traditional ingredients, the power of taking a holistic approach to beauty, and more. If you can’t immerse yourself by hopping a flight to Jakarta or booking that getaway in Bali, this is the next best thing.

How would you describe the Indonesian beauty philosophy?

We have a health-and-wellness tradition that goes back to the dawn of time. Beauty is really just an extension of health and wellness. The skin and the way you look are considered a part of your whole body, your whole self. It’s connected to your mood and the way you feel. It’s a natural extension—just like the health of your stomach, for example. Ironically, we’ve been on the microbiome since before the term was created. All of these things naturally extend to the surface—skin and hair.

That’s why we use similar ingredients. We’ll use these roots like turmeric and ginger to ingest, but at the same time, they’re really good for skin. We even use them in jet-lag remedies. Or, there’s the betel leaf. It has benefits that are good for you both internally and externally. There’s betel leaf that you drink for medicinal purposes, but it’s also a great refresher of odors. So it's also in toothpaste and vaginal washes. It’s so funny. In traditional beauty stores in Indonesia, it's by ingredient, so you'll get toothpaste and vaginal wash in the same section, and it makes sense.

The Indonesian beauty philosophy is an extension of how you look and how you feel. The U.S. and the West have deconstructed it to think that beauty is a function of keeping hydrated skin and reducing wrinkles. Why are you stopping it there? Beauty is also how you feel on the inside.

The word pretty in Indonesian, cantik, also means the kind of pretty that’s sweet or the person looks like they have a nice energy coming from them. That’s embedded in the word. Here, we have pretty and beautiful. Then, there’s ganteng. A man who's ganteng, it means he's good-looking, but ganteng usually means he's also healthy. You could say someone is handsome, but handsome doesn't imply that he's healthy.

As a brand founder, do you ever look at U.S. brands that have maybe only focused on the "beauty aspect" before, who are now pulling in that self-care element? They're saying, "We want you to feel good too." Are you ever like, "Hey, we've been doing that since forever!"?

Beauty is very much about feeling good. It's just in different ways. Historically, luxury, beauty never went on discount. Beauty was not just about this technical thing. If you go back, what did women do? If your family was going through a hard time, and they couldn’t afford the vacation, they would get that beautiful red lipstick. That lipstick isn’t that expensive, but it makes you feel like a million bucks. That’s the luxury. That’s the ritual.

It is in the West. If you encompass beauty as color cosmetics and even just skin cream, you do have these stories. It’s just we’ve somehow lost it, and now we’re trying to cobble it back together with words like "neurocosmetics." Thank you for saying that fragrance and cosmetics trigger something in the brain to make you feel good, but why do you have to call it neurocosmetics? It's cosmetics. That's what it's supposed to do. It somehow got broken apart, and now we're going back to it.

Everybody wants the fast fix. I feel like often, especially in the U.S., we tend to disconnect beauty from wellness to make it somehow faster.

The whole thing with Indonesian beauty is that we start there. It starts from feeling good and then looking good. I’ll give you an example. We have this thing called the cream bath. Basically it's a deep-conditioning treatment for hair. You go to the salon; you choose what you want. If you have dry hair, it’s avocado oil. If you have dull hair, it’s candlenut. If you have fine hair, they’ll use an egg. They put an entire bowl of creamy conditioner in your head and massage your head and shoulders for 45 minutes. So, you're going to a salon, and you're getting a full-on head, shoulder, and arm massage. That's totally normal, and it doesn't even cost that much. It’s all integrated. Plus, guess what. A head massage is good circulation for your scalp, so it actually has physiological reasons that are healthy for your hair.

Speaking of how Indonesian beauty has always been intertwined with health, I want to talk about Jamu. I would love to know more about its background, what sort of ingredients traditionally go into it, and its role in Indonesian culture and history.

Jamu is Indonesia's native plant medicine, or we call it an herbal medicine tradition. It's usually made out of a concoction or blend of roots, herbs, plants, and flowers that you usually crush and then boil with water and drink like a tonic. It's like a super juice, but it's made with turmeric, ginger, and a bunch of other things. It’s usually made by village healers who have recipes that are passed down, oftentimes by the women. It's not as much of a documented thing the same way TCM and Ayurveda are, but it's a verbally spoken thing. There are variations among the islands based on plants and horticulture. It treats ailments. There's the ingested version, but there's also the topical version because we believe in using the whole plant. It could be poultices for scratches if you have injuries or bruises. It could also be for acne, all those things.

There’s one called kunyit asam, which is turmeric and tamarind. Turmeric is good for antioxidants and good for your liver. Tamarind is really good for digestion, also exceptionally good for women on their periods. It helps you detox faster. The other one is called beras kencur, which is made from spicy ginger and rice, and that one gives you energy and restores the appetite.

There’s one thing that makes Jamu particularly unique. It's not just the concoctions; it's the intention setting. It's actually really important that when you're drinking a Jamu, you create an intention, whether it's for yourself or for other people. That's why drinking Jamu that has turmeric and ginger in it is not the same as getting the Trader Joe's [wellness] shot. Yes, the core ingredients are the same, but again, it's missing the cultural context and the societal sort of tribal culture of keeping people together.

I want to talk about your brand, Juara, which is inspired by Jamu. What led you to start Juara?

I graduated from NYU Business School and got a job. I was basically on a Fortune 100 company fast-track program that I did not like. Long story short, I had this giant car accident on the way home. I think the universe will stop you to tell you to listen to yourself. I had to take some time off, and then I looked in the mirror at one point, and I was like, "You don't look so good." I was like, "I need to take care of myself because this is nuts." I started thinking about Jamu, but I wasn’t going to sit there and juice turmeric in my Lower East Side apartment. So I looked into the topical application of Jamu. Ultimately, I wanted to do something with this feel-good tradition but topically.

When we create our products, even down to the design, it's got to be cool and interesting but also have a sense of calm to it. Calm, not bland—those things are very, very different. So that's the inspiration. I wanted to take the Jamu tradition and bring it in a way that makes sense for people here who are short on time, want results, want to look good, but also want to feel good. We lean into the ritual of skincare, the ritual of beauty. It excites me because we're going back to the total wellness of a person. You have to look to yesterday to see what's coming ahead.

I love that. I think there really is something to be said about making your beauty routine into a ritual. If you're applying body oil and you're rushed, it's a completely different experience than if you’re taking your time and appreciating it as a moment to yourself. Speaking of the brand, can you talk about some of the traditional Indonesian ingredients that you've incorporated into it?

One is candlenut. That’s one of the original ingredients. It's also known as kukui nut. First and foremost, it's a super-nice oil. It's very velvety, and it's a dry oil, so it's not greasy. On the scale of avocado oil being on the heavier side, and jojoba being kind of exactly like your skin, candlenut feels a little bit lighter. It’s hydrating with skin-breathing properties. The candlenut itself is like a staple in our foods, at least in Java, where I am. The candlenuts themselves are soft. They're like macadamia nuts. So they're used in traditional body scrubs. Candlenut oils are also used in that cream bath that I mentioned—the deep-conditioning treatments.

Rice is a really versatile and has a lot of different benefits for different reasons. We eat rice, we grow rice. It's a rice country. We use rice starch in our cleansers because it’s known as a humectant and holds moisture. In Indonesia, we’ll take rice water and rinse our faces with it. It’s really soothing for the skin. We’ll even take rice starch, turn it into little balls, and dry it for face masks. In our essence, we have rice bran extract, which has a redness-reducing effect. You have breakouts, sunburn, anything that's irritated; the rice bran extract calms your skin down. And of course, we have rice bran oil, which is in our moisturizer because it's high in vitamin E.

I could say tea. I could also say turmeric. The main thing is we have a cornucopia of traditional ingredients.

What's one thing that you want your customers to take from the brand?

The meaning of the name of the brand, Juara, means winner or champion. It was always about championing your natural beauty. So if anything, it's owning that sense of feeling beautiful, being beautiful, looking beautiful. We use ingredients that make your skin look good. We have design and textures that make you feel good. It's never been about the product. It's always been about the person.

What’s one thing you think people from other cultures could take from the Indonesian approach to beauty?

I'd say have it be a joyful process. It's really the pursuit of wellness, but with a mindset of joy. There's no point in being miserable. Like, in the U.S., it's the restrictive diet that is the honorable one. It’s like, "I'm on low-carb, no-sugar… I exercise this many times a week." It's very puritan. Women are feeling guilty. It’s like they come last, and, come on, no!

Even if you have three seconds, this is why positive affirmations are good. It takes a second. "I'm awesome." That took a second. Take that extra breath while you wash your face. It's just, it doesn't take much to make a routine, which is a mindless set of chores that you have to do, into a ritual. It’s all about the mindset behind it. So if that's unique to Indonesia, I mean, no one goes to Bali and goes like, "That was miserable, but it was so good for me!"

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Welcome to Worldly Beauty, a quarterly franchise in which we highlight beauty products, ingredients, and traditions rooted in culture. To offer an in-depth look, we're sharing perspectives and recommendations from local experts and tastemakers. A celebration of diversity, this column goes beyond what we know to shed light on the beauty practices and philosophies that make the world go round.

Copenhagen is a unique cultural hub. The City of Spires, nicknamed for its mix of medieval and Renaissance architecture, is known for its minimalist approach to fashion, beauty, and décor. Much like other Scandinavian cities (Oslo, Norway, included), Copenhagen is full of sleek and efficient aesthetics, often dialed up with a dash of eye-catching experimentalism. In other words, it's an undeniably cool and less-is-more locale.

In fashion, this could equate to a collection of high-quality basics. Ask Copenhagen cool girls, and they'll tell you that the perfect white T-shirt, a classic sweater, and a well-fitting pair of trousers will take you far. It could also mean some staple statement pieces (remember individualism and experimentation are valued) and bold color balanced by steadfast neutrals.

As for beauty, Danes tend to take a stripped-down approach to skincare, hair, and makeup, and the boundary between their beauty and wellness routines is fuzzy at best. In fact, Danes are known for longevity, vitality, and so-called "slow-aging." Whether it's swimming in cold water, walking in fresh air, or even simply their proximity to green space, Danes are no strangers to spending time in nature and pioneering the "slow-living" trend that's currently taking hold of TikTok.

Popular brands such as Ole Henriksen, Kjaer Weis, and Tromborg call the country home, and sleek product packaging, skin-first formulas, and tightly curated routines abound. Stroll through the streets of Copenhagen, and you'll see fresh complexions, minimalist makeup looks, and effortless and undone hair texture.

To learn more about the Danish perspective on beauty, we reached out to Copenhagen cool girls Jeanette Madsen and Sidsel Alling. The former is the co-founder and creative director of Rotate, a Copenhagen-based fashion brand. The latter is a photographer and contributing editor at Elle Denmark. Ahead, they offer an in-depth look at their beauty routines, share their take on the Danish beauty philosophy, and even clue us in on the best local beauty shopping spots. If you can't hop a flight to Copenhagen, this is the next best thing.

Location: Copenhagen, Denmark

Instagram: @_jeanettemadsen_

Title: Co-Founder and Creative Director of Rotate

Would you describe yourself as a minimalist or maximalist?

I think I’m a minimalist but actually don’t know. I trust in good products that I’ve known for years and felt worked on myself and rarely try new products due to a time with really sensitive skin. With that said, my routine means I would never go to bed without cleansing and moisturizing. Once or twice a week I try to make the time for a home spa evening including bathtub scrubs (from Ara’kai and Mantle's The Hot Ex) and facial masks (Dr. Barbara Sturm, Augustinus Bader—their Eye Patches are insane!— Tromborg and Mantle). I also have a dream of starting to do cupping at home to eliminate cellulite, but right now the cup is just looking at me, [and I] haven't started yet haha.

What is your skincare routine right now?

As mentioned, I always cleanse before bedtime, and right now I use the Bare Balm from Mantle. I prefer a cleanser that can also remove eye makeup. It needs to be quick and easy at night. [That's] followed by La Mer's The Concentrate and Rejuvenating Night Cream. In bed I always add a thick lip balm and hand cream before going to sleep. I try to dry-brush every morning before I shower, but honestly, it’s not always time allows it with three kids.

I wouldn’t miss a face cleanse to remove the night, and ATM I use Rhode's Pineapple Refresh. Twice a week I scrub my face with Mantle’s The Ex and always finish off with a cold shower. Again, I would never skip a good body lotion afterward. I love Mantle's The Wipp Body Cream or Amazing Space Body Balm. Lately I’ve been really happy about Rhode’s Glazing Milk, Peptide Glazing Fluid, and Barrier Restore Cream, but it’s been so cold here in Copenhagen, and my skin needed a thicker creme, so I switch to an all-time favorite duo—La Mer The Lifting Firming Serum and The Moisturizing Soft Cream that I know my skin loves.

What about your makeup routine?

I wear Caia Dewy Drops every day. It's a serum foundation but seamlessly blends in and gives a natural and dewy look, and sometimes their Concealer for under my eyes. Also a big fan of the Charlotte Tilbury Hollywood Flawless Filter Foundation! The Chanel Les Beiges line has my heart. I use their powder for an evenly healthy glow every day. I recently got introduced to Saie and love their Dew Bronze. It’s liquid and super nice for a soft sculpt of my cheekbones. A bit of Rhode’s Pocket Blush on my cheeks and finish off with a setting powder on the places that need to be a bit more matte.

I prefer my brows natural but use the Chanel Eyebrow Pencil where needed and finish with Caia Push Up Brow Gel just to keep them in place. On my eyes I normally just wear a good mascara and swear by YSL! Sometimes I like a little more depth and use a dark brown eye shadow just above the eyelashes from Chanel. On my lips I use a lip liner that matches my lips just to add a little shape and volume but not too much. I have several but my favorite ATM is from MAC. And last Rhode Peptide Lip Shape and Peptide Lip Tints.

What about your haircare routine?

I wash my hair every third or fourth day with Blid Shampoo and Conditioner by Mathilde Gøhler. It’s been a true game changer for my hair. My hairdresser Cim Mahony has been preaching about only using clean hair products without sulfates, fragrance, etc. My hair truly loves it. During the summer I always let it air-dry, as my hair really doesn’t like the heat, and my curls get to live their best life. But during the cold months, I prefer to give it a proper blow-dry with my Dyson and a round brush. I don’t like products in my hair but always use Less Is More Protein Spray before blow-drying. It’s a lightweight moisturizing spray that gives the hair soft texture and tames flyaway hair.

What Danish beauty brands or products do you love?

I absolutely love Amazing Space. Using their products is a true spa experience. Also, I can’t live without Karmameju’s BB Cream with SPF during summer. And swear [by] Tromborg's Deluxe Sun Protection for my body. Also their facial masks are brilliant. Honey, a fragrance-free, certified, and clean skincare line, is the latest [addition] to my favorite Danish brands. I know the girls behind it and love their vision!

Are there any salons, spas, or other beauty hot spots you recommend visiting in Copenhagen?

My favorite facial place is Ara’kai 100%. The famous Lyma laser treatment, the Japanese Face Lift, the duvets! I could continue. Also, their shop with clean skincare in the same cute building in the center of Copenhagen is not to miss. Amazing Space located in the historical hotel D’Angleterre with pool and spa in the basement are also a favorite. OneThirtyLabs is my favorite for whole-body Cryo and face, infrared sauna, and MMS scalp treatments. And not to mention my nail lady Maya from RevitalizeDNA. She’s definitely worth a visit if you should be in need. The clinic also offers facials and lymph drainage treatments.

How would you describe the Danish beauty aesthetic/philosophy?

The aesthetic is, as you would imagine, all clean and simple, and I feel like most of the brands are focused on a sustainable approach in all areas.

Denmark is known for longevity, vitality, and "slow aging." What do you think contributes to this?

I think we are very aware of our health in general compared to many other countries. Being called one of the happiest countries I guess has something to do with our healthcare system, easy school access etc., and if your ground is steady as a beginning, I guess the happiness follows, so as lifestyle.

Shop Jeanette's Beauty Edit

Location: Copenhagen, Denmark

Instagram: @sidselalling

Title: Photographer and Contributing Editor Elle Denmark

Would you describe yourself as a minimalist or maximalist?

Minimalist for sure—on the verge of lazy. I need a very structured and easy routine, or I will simply forget or skip. It’s down to packaging. I prefer a pump serum before a pipette. That’s how lazy I am.

What is your skincare routine right now?

My winter face is very far from my summer face. It goes from cute and low-maintenance to gray, dry, and red within weeks when we approach October. Moisture and soft oils are key. My morning routine is a clean face, fresh from the shower. I don’t use any wash in the morning, just a good rinse. I love a good serum from Mantle (The Glow Serum) or Honey (Hydra Serum) followed by a heavy day cream (Mantle Barrier Cream) or as I have recently tried Rhode (Barrier Restore Cream). I also love the face oil my good friend Frederikke Toftsø made with the Danish brand Purely—it smells amazing.

At night I use Mantle's Bare Balm. It’s the only face cleanser I have tried that doesn’t make me want to skip and just sleep with makeup on. It’s so soft and easy to use. After, I use Mantle's Retinol Serum. These months, I follow by the heaviest cream I can find. On a normal night, I use Mantle's Miracle Mask as an overnight mask. If my face is extra dry, I use Weleda's Skin Food in a thick layer and sleep with it. I also sometimes use my daughter’s Bepanthem Balm that I used when she was a baby for redness.

What about your makeup routine?

I use the Rosalique Anti-Redness Cream as a base before makeup. It’s like a little magic trick that covers all my redness and makes me look a little tanned. I use the Foundation Stick by Gucci Westman under my eyes, around my nose, and my chin. [The Danish brand] Miild makes really easy to use sticks—I use the contour stick the Kate Moss way (as I learned on TikTok) in the shadow under my cheekbones almost all the way to my mouth. Then Gucci Westman’s Garconne Blush Stick as a mix of blush and contour on my cheekbones and a little red from Miild blush stick on the actual cheek.

I only use my fingers to add products, dabbing it on to blend. I get my brows and lashes colored so I don’t have to use mascara. I use a little brow gel and an eyelash curler. Lately I have (blaming Hailey Bieber) been very into lips. I use Rhode Peptide Lip Tint in Ribbon and Clinique Lip Liner in Soft Nude. I always use MAC's Setting Spray since I touch my face all day long.

What about your haircare routine?

I have a lot of hair! A luxury problem but can be hard to tame. I just started using Woods Copenhagen's new shampoo series for thick hair, and I really like how it makes it a bit heavy instead of just big. I wash my hair once every eight to 10 days using shampoo and conditioner. Sometimes I only use shampoo and then add the K18 Leave-In Hair Mask after. I brush with the big Mason Pearson Brush in damp hair and always add the amazing David Mallet Hair Serum before brushing.

I don’t own a hair dryer or any other machinery; I let it air-dry and cross my fingers for a good hair day.

What about fragrances?

I have always loved all scents that smell fresh and floral. I often choose scent over product. I once bought a used sweater from a girl at a flea market, and it smelled so delicious. I had to track down the perfume. It turned out to be Montale Paris. That smells especially good on fabric. I am obsessed with the tomato leaves scented candle from Loewe. I have one in my home and my office. All this talk about [Jonathan Anderson] leaving Loewe makes me anxious that I won't be able to restock the tomato leaves… still hoping he could turn it into a fragrance too.

My boyfriend uses Byredo Blanche, and it might be my favorite. Sometimes I’m sad it’s his and not mine, but him smelling good is even better. I just tried the hand cream version in Paris and ended up smelling my hand for hours.

I once visited the Bonpoint store, and it has the best smell. It turned out it was a perfume for kids. Pretty odd, but I have used it for over 10 years now. I like to have two to switch—the Bonpoint [one] for daytime since it’s more fresh and the Montale for night.

What Danish beauty brands or products do you love?

We have many great skincare brands like Honey, Miild, Purely, Nouri, and Rudolph Care.

Are there any salons, spas, or other beauty hot spots you recommend visiting in Copenhagen?

Frederikke Rosengren from the salon Gun-Britt has been my hairdresser for years, and she makes me believe I’m still a blonde. She is amazing. The tiny store I Love Beauty is a must-visit if you're in Copenhagen. It's very small but has a well-curated selection of brands. I almost never get any facials—only on vacation. Wish I did it more!

How would you describe the Danish beauty aesthetic/philosophy?

[It's] very natural in both products and looks. We have a lot of testing of products and certifications to tell what is safe to use on kids, etc.

Denmark is known for longevity, vitality, and "slow aging." What do you think contributes to this?

Denmark is such a small country, so even when you live in the city, you are close to nature and the ocean. I could swim in the ocean every day; it’s my favorite thing in the whole world. The big difference in the weather makes me want to be outside as much as possible during the summer.

Shop Sidsel's Beauty Edit

Shop 5 More Danish Beauty Brands

There are so many chic and effective Danish beauty brands to explore. Below, see a few of our favorite selects.

Welcome to Worldly Beauty, a quarterly franchise in which we highlight beauty products, ingredients, and traditions rooted in culture. To offer an in-depth look, we're sharing perspectives and recommendations from local experts and tastemakers. A celebration of diversity, we're going beyond what we know to shed light on the beauty practices and philosophies that make the world go round.

The term "cool girl" is thrown around a lot in the fashion and beauty industry. There's no single definition or point of origin for "cool"—we think the term can (and should!) apply to anyone, anywhere, who owns their individuality and exudes quiet confidence while doing it. That said, there are geographical hotspots that seem to both produce and attract an inherently cool crowd. Oslo, Norway, is one of them. It's a vibrant cultural hub rich in art, cuisine, style, and yes, beauty.

We did a little virtual digging, and it's clear that the internet tends to stereotype Oslo and other Nordic cities as inherently minimalist. (You know—simplistic skincare routines, understated makeup aesthetics, and a wellness-based approach to beauty. You get the idea.) But is that accurate? What do locals think?

We reached out to an Oslo-based, certified cool girl, Maren Schia, to find out. Ahead, she offers an in-depth look at her beauty routine, shares her take on the Norwegian beauty philosophy, and even clues us in on the best local beauty shopping spots. Be prepared for some inspo ahead.

Location: Oslo, Norway

Instagram: @marenschia

Would you describe yourself as a minimalist or maximalist?

I would consider myself a maximalist. Whenever I travel, I always bring at least three different toiletry bags.

What Norwegian beauty brands or products do you love?

I love Elixir Cosmeceuticals. Their Niactil 4% is a favorite of many! One thing I always do is sleep on a silk pillowcase to minimize friction on my hair. My favorite is from the Norwegian [brand] Miao.

Are there any salons, spas, or other beauty hotspots you recommend visiting in Oslo?

A day at The Well always makes me feel good and relaxed. It's a huge spa facility just outside of Oslo. I love to go swimming and to the sauna, so next time, I want to try the facilities at [the luxury hotel] Sommerro! For beauty product shopping, I would recommend Gimle Parfymeri and Heaven Scent!

Let's talk winter beauty. Do you have tips and tricks for feeling your best on cold, snowy, and dark days?

A pampering day always makes me feel better when the days are cold and dark. To feel extra refreshed, I use a dry brush to get rid of dead skin and moisturize with Sol De Janeiro's Brazilian Bum Bum Cream ($48). This moisturizer is my holy grail! It keeps my skin soft all day and [it's] amazing smelling. I also use self-tanner when I feel a bit pale and dull. My current favorite is the Bondi Sands 1-Hour Express ($30)!

How would you describe the Norwegian beauty aesthetic/philosophy?

I would say it's very minimalistic with a focus on natural aspects, simplicity, and balance! People love being active outside and connecting with nature, but at the same time, they enjoy time inside in their own space and focus on mental well-being.

What other products, habits, or techniques are common in Norway?

1. wear SPF all year around—the sun can be strong in the wintertime as well.

2. Ice baths are a huge thing here, but I have yet to try one other than cold plunges at the spa…

3. Daily vitamins, and especially omega-3. [This] is a wellness habit that is very typically Norwegian. A lot of tourists buy omega-3s when visiting Norway.

Shop Maren's Beauty Edit

Explore More Norwegian Beauty Selects

The best way to shop for Norwegian beauty products is to hop on a plane, and, well, go there, but that's not always realistic. While there aren't too many Norwegian products available Stateside, there are a few you can explore thanks to worldwide shipping. Below, find a selection of Norwegian products that ship to the U.S.