WE TALK TO SINE BRYNESTAD STOKKE, PRESIDENT OF ELM ORGANICS – A LUXURY COSMETICS BRAND
August 23, 2023
Regulars at luxury hotels, yachts, and spas are all familiar with Elm Organics cosmetics. We spoke with Sine Brynestad Stokke, CEO of Elm Organics, to learn a little more about this busy woman and what drives her.
You're a chemical engineer specializing in environmental technology. Please expand on this and tell us more about yourself.
I've always wanted to create something and make an impact—to make a difference. Becoming a chemical engineer specializing in environmental technology became the perfect combination of my skills and passion for the environment, along with high-quality skincare. The world is changing, and we're all being encouraged to change our lifestyles to one that truly supports nature. Creating a new generation of cosmetics was my dream, and the starting point was high quality. Few customers buy a product simply because it's environmentally friendly. It must provide a high-quality customer experience. Elm Organics Norway is leading the next generation of hair and skincare products, and I believe this is just the beginning of a very promising future for the cosmetics industry.
When did the company officially launch and what inspired you to create clean and environmentally safe Elm Organics products?
We launched the company in 2021, but the story of Elm Organics began many years ago. I must have been around 15 when my mom, Linn (co-founder of Elm Organics), stumbled upon a website called EWG Skin-deep. This database allows you to search for specific ingredients or products and provides parameters indicating how harmful they are to human health and the environment. We went through every product we had in our bathroom, and almost all of it ended up in the trash. That was the true beginning of Elm. The idea was born to create a new generation of cosmetics—products that look good, feel good, smell good, are made with the best ingredients, are of the highest quality, and are pure.
After graduating with an engineering degree in 2019, we went straight to a lab in France and began developing Elm Organics formulas. We worked on this for two years while I earned my master's degree in technology management. In the fall of 2021, just two months after completing my master's degree, we launched Elm Organics.
Where are the raw materials grown or cultivated and how do you ensure they are as pure as you want them to be?
Our laboratory houses an R&D farm where we grow various ingredients used in Elm formulas. This is also where we grow new ingredients for testing future formulas. We also have an organic farm in Norway where we grow specialty ingredients. All our ingredients are ethically sourced and come from high-quality organic farming. We ensure quality by certifying all our products with the Cosmos Organic Standard. This certification guarantees customers that the product is biodegradable and free from microplastics and other harmful chemicals. All Elm products are vegan and cruelty-free.
Do you think we will all become more environmentally conscious and how does Elm hope to inspire us?
The number of conscious consumers is growing. No place on Earth is untouched by climate change, and customers are becoming increasingly aware of the animals used in their products. We are all becoming more aware of the impact of our choices, and options like Elm are gaining popularity. This is also evident in the steady growth of natural and organic products worldwide. Elm hopes to inspire not only already conscious consumers but also create a product of such high quality that it will attract those initially unconcerned about the environment.
We know firsthand that your wonderful products are found in the cabins of Sea Dream Yachts. Where else can you buy them around the world?
You can visit our online store (Elm Organics) and Elm products are also available in many hotels and selected retailers in Norway.
Outside of the consumer market, where else would you like to offer and use your products?
Elm delivers sustainable luxury and is a perfect fit for high-end hotels. Hotels have a significant impact and turn to us not only to meet future requirements and regulations, but also for the significant increase in conscious management.".
How much do you think social media impacts your specific market?
Very much so. Social media is where we communicate directly with our customers, and we truly appreciate your loyal support for clean products through comments, news, and reviews on Trustpilot. This platform also allows us to share new insights and scientific knowledge. This knowledge empowers customers to make the best choices for themselves, their families, and the planet.
How do you see Elm developing over the next two years?
We've witnessed rapid growth at Elm Organics since our launch in August 2021. In 2024, Elm Organics will introduce ELM SKIN CARE and ELM SUN PROTECTION, both certified to the highest standards. We have global ambitions.
What are the biggest business challenges you face on a daily basis?
Greenwashing. Regulations are too lax. Terms like "natural," "vegan," and "organic ingredients" are used loosely. However, few consumers realize that for a brand to promote a product as "made with organic ingredients," only 1% organic content is required. Another important aspect to remember is that just because a product is vegan, it doesn't necessarily mean the formula is free of harmful ingredients. To be truly safe, always look for both certifications: Cosmos Organic and Vegan & Cruelty-Free.
What is your greatest achievement so far?
For Elm Organics, I consider these three awards to be the ones we've received for our products. In 2022, our Cotton Flower Hand Wash won "Best Hand Wash 2022" at the Nordic Natural Beauty Awards. In 2023, we won "Best Body Wash" and "Editor's Choice" for our Marvelous Oil Blend at the Beauty Shortlist Awards 2023. This is a significant achievement for us, demonstrating that organic products made with innovative technology can compete—and win. This is encouraging news that will inspire more manufacturers to follow in our footsteps.
Are you planning to create and launch a range of skincare products?
We've been working on Elm Skincare for many years and hope to launch the products in the fall of 2024. This skincare line is very special to us, and we've used a unique herb grown on our organic farm in Norway. This herb is packed with vitamin C and has healing properties. Elm skincare is where innovation and science meet the best of organics.
What is your definition of luxury?
It can be described in one word – quality. For me, luxury has nothing to do with price, but with the quality of the product. For example, arriving at a hotel that serves organic, freshly squeezed green juice is a luxury. Or when a hotel room is designed for optimal sleep conditions and the bathroom amenities are certified eco-friendly, using recycled bottles, of course.
