Nordic beauty brand Skandinavisk pledges 100% of profits to efforts in Ukraine

By Becky Bargh | Published: 7-Mar-2022

Throughout March the home and body fragrance brand will donate all profits of its blue ØY fragrance and yellow Lykke fragrance – but it is also encouraging fans to donate directly to charities

Nordic-inspired beauty brand Skandinavisk has pledged 100% of its profits throughout March to help charitable efforts in Ukraine.

Profits from its blue ØY fragrance and yellow Lykke scent – a nod to the country’s flag colours – will be split between the International Red Cross and the Ukrainian Central Bank fund.

During February, the Scandinavian brand also donated 2% of its income to the efforts.

“An all-out military assault and invasion of a peaceful European country by a paranoid dictator hasn’t occurred since 1939,” said the brand.

“The decades of stability in Europe are no longer and we, like many businesses and private individuals around the world, feel compelled to do our bit to help the Ukrainian people defend themselves and receive the humanitarian aid they desperately need.”

Founded by Shaun Russel in 2012, the brand is primarily encouraging consumers to donate directly to charities.

“But if you need to replenish your Skandinavisk collection at home, we are encouraging you to choose ØY or Lykke this time around.”

How the crisis is impacting cosmetics

Following Russia’s invasion of Ukraine the European Commission threatened ‘massive and targeted’ sanctions on Putin.

And the cosmetics industry has been advised to ‘closely follow developments’.

The UK’s Cosmetic, Toiletry and Perfumery aSsociation (CTPA), however, told Cosmetics Business that – at the moment – sanctions will not directly hit beauty.

But that’s not to say it will always be the case as sanctions on Putin heighten as his army advances on the country.

“Our advice to brands that sell into Russia is to closely follow developments in the matter, have a good understanding of their supply chain and communicate with their distributors and partners in this area so that they are able to react to rapidly-changing developments,” said Emma Meredith, Director-General of the CTPA.

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