The Swedish skincare brand Mantle is coming to Norway

De already has a fairly loyal following. Perhaps you have heard of the skincare brand Mantle, which is now coming to Norway.

Five years after the brand was launched by Josefin Landgård and Stina Lönnkvist in Sweden.

There is only one problem; cannabidiol.

Introduces an age limit on skin care

Because the ingredient on which the Swedish skincare brand is based, supposedly the first in Scandinavia, is illegal in Norway.

Cannabidiol, or CBD, is extracted from the hemp plant, yes or the cannabis plant. And that is what has been labeled Mantle’s signature.

In Norway, CBD extracted from the cannabis plant is defined as a drug, and products with CBD extracts from the plant, excluding seeds, are therefore illegal.

– Fell in spells

CBD is a fairly widespread ingredient in international skin care. It is supposed to have an anti-inflammatory effect and, not unlike other oils, it should have an effect on particularly dry skin, psoriasis and also eczema.

Selling one every minute

Controversial cult brand for Norway

Heavy brands such as Kiehl’s and Origins already have skin care with CBD. Internationally, that is – not here at home.

But is it more than a trending ingredient?

– In general, CBD is not an ingredient that has so much research or evidence behind it, says Cathrine Stabel behind Helt Krem.

– It is based on the hype with CBD oil to calm the skin and reduce inflammation. But the effect in skin care has not been proven.

Sold 1000 before lunch

– It feels a bit like the ingredient was predicted to have a bright future, but then it fell apart quite quickly. It is also an illegal ingredient in several countries, and then it is difficult to build a brand with this as a key ingredient, continues Cathrine Stabel. She is a self-proclaimed ingredient geek with extensive experience in the cosmetics industry, and is behind the skincare website Helt Krem.

When Mantle now launches in Norway, there will therefore be products without CBD.

Drops trending ingredient

– We have always known that there is an interest in the brand in Norway, and we believe that the Norwegian market has great potential, says Corinne Jerand, PR manager for Mantle.

In order to launch the products on the Norwegian market, the brand must now also focus on products that do not contain CBD.

We clear the bathroom shelf for this

– The plan is to create a more diverse product range. CBD has played a major role in the brand and our formulas, and our belief in its properties is unwavering, but so is our belief in other ingredients.

– So going forward, many of our upcoming products will not contain CBD, but other equally interesting ingredients.

The Swedish skincare brand is therefore not phasing out the use of CBD, but rather expanding its product range to also include other types of active ingredients.

Out of 30 products in total, only seven can currently be sold in Norway – with more on the way.

Against spider rumours

– Mantle has products with good, documented ingredients. It looks fresh, and visually they have a very Nordic profile. I think they can do well on the Norwegian market, says Stabel.

– Whether they succeed depends on how they communicate as well as the distribution and network they have in the industry and among influencers here at home.