SAY HELLO TO SCANDINAVIAS NEW SKINCARE-REBEL!

We are here to inspire you to be yourself, celebrate your unique features, and beam with confidence.

Here’s something NEW to app-PLY!

INCLUSION, FLUIDITY, AND BOLD CURIOSITY

We celebrate diversity, embrace change, and push back on outdated beauty norms—creating skincare that lets you show up as your true self every day. With these values, we’re here to make a difference and keep moving the idea of beauty forward.

SUSTAINABILITY

AT THE HEART OF EVERYTHING WE DO

Made in Sweden with carefully chosen ingredients and mindful launches, our skincare cares for both you and the planet. Every product is vegan, cruelty-free, gluten-free, and fragrance-free. We’re here to respect the environment, cut down on waste, and put well-being first, every step of the way.

WE'RE TIRED OF THE B*S

Beauty brands love to complicate things. They'll tell you that your dark circles need brightening, your pores need shrinking, and your natural skin tone needs "evening out." We think that's nonsense.

SCIENCE & COMMON SENSE

Our products are rooted in science and work in harmony with your skin. Using key ingredients like niacinamide and hyaluronic acid, we strengthen the skin's natural barrier. Our philosophy is simple, reliable products that just work.

WE'RE TIRED OF THE B*S

Beauty brands love to complicate things. They'll tell you that your dark circles need brightening, your pores need shrinking, and your natural skin tone needs "evening out." We think that's nonsense.

SCIENCE & COMMON SENSE

Our products are rooted in science and work in harmony with your skin. Using key ingredients like niacinamide and hyaluronic acid, we strengthen the skin's natural barrier. Our philosophy is simple, reliable products that just work.
WHY?

THE ANTI-BEAUTY BEAUTY BRAND

We're "anti-beauty" because we reject the industry's endless pursuit of perfection. Beauty isn't about changing yourself to fit someone else's standard. It's about feeling confident in your own skin, embracing your features, and taking care of yourself on your own terms.

SHOP

POPULAR PRODUCTS

  • BEAM DROPS BEAM DROPS

    BEAM DROPS

    349,00 kr
    349,00 kr
  • CARE CREAM CARE CREAM

    CARE CREAM

    379,00 kr
    379,00 kr
  • CLEAN SLATE CLEANSER CLEAN SLATE CLEANSER

    CLEAN SLATE CLEANSER

    199,00 kr
    199,00 kr
  • The Chrome Bag The Chrome Bag

    The Chrome Bag

    199,00 kr
    199,00 kr