From Estonian Roots to Radiant Skin: The Story Behind Viking Beauty Secrets
For Eha Urbsalu, beauty was never just skin deep—it was wild herbs gathered with her grandmother on Estonia’s Viking island, sea buckthorn oil after sauna, and the quiet rituals of wellness passed down through generations. Years later, those memories would become the foundation of Viking Beauty Secrets, a certified organic skincare brand born from Nordic wisdom and crafted for modern life. In this candid interview, Eha shares how her upbringing shaped her philosophy, why clean beauty should be both simple and effective, and how a modeling career in New York unexpectedly brought her back to her roots. From antioxidant-packed berries to her definition of aging gracefully, her story is a powerful reminder that beauty begins in harmony with nature.
Can you tell us a bit about your upbringing in Estonia and how your roots have influenced your philosophy around beauty and wellness?
My mother and grandmother grew up on Hiiumaa, a Viking island off the coast of Estonia, nestled between Finland and Latvia. It’s a place where the forest meets the sea, where life moves at nature’s pace. I spent many of my childhood summers there, learning from them: how to harvest herbs and berries by hand, how to live in rhythm with the seasons, and how beauty was cared for through simple rituals using what the land provided. Nordic people have long used cloudberries and rowanberries in homemade treatments, especially before and after sauna. These moments were about more than skincare, they offered restoration, presence, and connection to the body. Sea buckthorn oil was often used to nourish and soothe the skin, especially after heat or wind. That philosophy lives on in Viking Beauty Secrets. Each product is made with certified organic ingredients from Northern Europe and reflects the quiet strength and wisdom passed down through generations. For me, true beauty begins in harmony with the natural world.
What was the pivotal moment that led you to start Viking Beauty Secrets?
Living in New York, in the world of modeling, where one wears makeup 14+ hours a day, took a toll on my skin and my health. That’s when I learned about the harmful chemicals that are used in skincare sold in America. This prompted me to start my own skincare brand, Viking Beauty Secrets, using the Nordic superberries that I grew up with as the main ingredients. And with so much confusion about “green” and “clean”, I went one step further, having all of the Viking Beauty Secrets’ products Greenlife Ecocert COSMOS certified.
Did you always imagine yourself becoming an entrepreneur, or did your journey evolve organically?
Entrepreneurship was not an option in Soviet Estonia, it wasn’t part of the system. But years later, after living and working in New York City, I came to understand that America offers something rare: the possibility to create your own path. Even without financial security or a support system, it was possible to start something meaningful. My journey into entrepreneurship evolved organically, much like the skincare we create. It began with the traditions passed down by my mother and grandmother. Over time, that personal connection to nature and wellness grew into what Viking Beauty Secrets is today.
You’ve built your brand around potent Nordic ingredients — which are some of your favorites, and why do they work so well for skin health?
Some of my favorite ingredients are Nordic berries like sea buckthorn, cloudberry, and rowanberry. They may be small, but they’re incredibly powerful. Because they grow in extreme climates with long winters and short, intense summers, these berries develop unusually high concentrations of antioxidants, vitamins, and omega fatty acids. Sea buckthorn, for example, contains all four omegas — 3, 6, 7, and 9 — which help support skin hydration, elasticity, and regeneration. Cloudberries are rich in vitamin C, and rowanberries are packed with polyphenols, which help strengthen and protect the skin barrier. I actually used all of them to prepare for my own wedding. The night before, I applied our night cream — the lavender scent is incredibly calming, and the formula helps the skin recover overnight. On the day of the wedding, I used the full trio: exfoliator, eye cream, and serum. The exfoliator gave me smooth, radiant skin, while the eye cream and serum absorbed quickly and nourished deeply without interfering with the makeup. It felt like a Nordic ritual of self-care — grounding, soothing, and effective. And while it was perfect for my wedding day, it’s something I recommend to anyone who wants to look and feel their best. Whether you’re getting ready for a big event, a photo shoot, or simply need a reset after a long week, these formulas are designed for everyone — brides, grooms, guests, or no occasion at all. Even men love the simplicity and fast absorption. Skincare doesn’t have to be complicated. When it’s made with real ingredients that work, it just becomes part of how you care for yourself.
What makes Viking Beauty Secrets’ formulations different from conventional skincare on the market?
The biggest difference is Nordic minimalism in our formulations. We focus on fewer, highly effective ingredients rather than long, complex lists. It’s about giving the skin exactly what it needs to feel healthy and balanced. We also donate 5% of our revenue to ocean and local beach cleanup initiatives, because caring for the skin and caring for the planet go hand in hand.
Whether you’re preparing for a special occasion or caring for your skin every day, the routine stays simple and the results speak for themselves. Many of our products have won international awards, which I see as a reflection of how much people genuinely love them. That kind of feedback means everything to me.
Why was it important to you to gain EcoCert certification for your products?
In Northern Europe, “clean” and “green” are simply the norm. I was shocked to learn that while the EU bans over 1,300 chemicals from skincare, the U.S. only bans around 30. Using organic ingredients is a more difficult and expensive process, but for me, it was non-negotiable. I didn’t want to rely on vague claims. I wanted real standards and real proof. Gaining certification was also a conscious decision to separate the brand from greenwashing, which is unfortunately widespread in the beauty industry. Earning EcoCert meant looking closely at every aspect of formulation, sourcing, and production. It holds us accountable and gives our customers peace of mind.
You’ve been recognized as a champion for aging naturally. What does “aging gracefully” mean to you?
Thank you. At 53, I do not try to look 30, but perhaps 40. Looking 10 years younger than your age is absolutely achievable without surgery. For me, it is about practicing healthy, youthful habits. For example, I have developed a “happy resting face.” Many people, including my husband, tend to make very serious expressions, even furrowing their brows while reading or concentrating. This only reinforces the appearance of harsh lines. I do not do that. You can read just as well with a pleasant, relaxed face.
In a world full of quick fixes and filters, how do you convince people to take a slower, more nature-inspired approach to beauty?
You do not need to inject all those toxic chemicals. A more youthful look can also be achieved with less makeup. At 53, I wear much less makeup and choose more skin-friendly tones than I did at 35. I also hardly use any powder. In fact, I do not think I even own one at the moment. I mix our Viking Beauty Secrets Day Cream with foundation in equal parts, which creates a more sheer, youthful, and even skin tone.
How do you incorporate Estonian wellness traditions or rituals into your everyday life?
I wish I had a sauna at home, like I do in Estonia. It is such a grounding wellness ritual, and just twice a week can make a real difference in how you feel, both physically and mentally. Even now, living in Florida, I try to bring some of those Estonian habits into my daily life — like walking in nature year-round and eating organic, seasonal food whenever possible, especially antioxidant-rich berries. These simple rituals, whether in Estonia or here, are part of how I stay connected to myself and to what true beauty means to me.
Can you tell us more about your personal wellness routine — what does a typical self-care day look like for you?
A typical self-care day is about creating space to feel good in my body and mind. I love listening to classical music with my husband in the evenings. It helps create a calm, reflective atmosphere and shifts the energy in our home in a very subtle way. When I have more time, I enjoy taking a long bath and alternating the water temperature from warm to cold. It’s a simple wellness ritual that supports circulation and leaves me feeling refreshed and clear. It also prepares the skin for nighttime skincare.
Travel is also part of how I recharge. I’m drawn to places with strong natural energy, waterfalls, volcanic beaches, landscapes with stark contrast. That connection to raw nature has fueled many of my ideas and continues to inspire my work in quiet but powerful ways.
How does the concept of Hygge or Nordic balance influence your lifestyle and, in turn, your brand?
The Nordic Balance flows through my veins and influences everything I do. I do not believe in going overboard with anything. You do not need a 7-step skincare ritual, in fact, if you put 3 or more serums and creams on top of each other you have totally closed up your pores! I believe in “less is more” and letting your skin breathe, especially at night. A light night cream, like the one we have, is perfect for letting your skin recover overnight. Hygge is about living with genuine and intentional choices that make life beautiful and enjoyable. Applied to building a brand, it means creating something you enjoy sharing with others, with nature thoughtfully guiding the process. That’s why Merle the Mermaid, our Head of Sustainability, is sharing our mission for sustainability with the world. I urge you to follow her many water journeys of bringing awareness to microplastic pollution and steps we can take to help.
What’s been the most rewarding part of building Viking Beauty Secrets?
When someone says that our products changed their skin and made it healthier and better, it truly makes me happy. I’m especially moved when I hear from people with psoriasis or eczema who swear by our Night Cream. Or when someone in their twenties tells me that our Day Cream has helped reduce their acne. Those are the moments that remind me why I do this. There are people who genuinely need our skincare, and that gives our mission real purpose.
What advice would you offer women who are looking to start a purpose-driven business in the beauty or wellness space?
I believe it is very important to align yourself with at least one other person who believes in the brand and its mission. It might seem in the beginning like “I can do it all”, but believe me, you cannot. Sooner or later it’s just too much to handle and it is good to have that somebody nearby who can help you through the tough moments. I am lucky to have my husband Dave and best friend Merle Liivand (Merle the Mermaid), to get me through those moments.
What’s next for Viking Beauty Secrets — any new launches or projects on the horizon?
We’re about to launch our new eye makeup remover, a dual-phase formula with sea buckthorn, one of my favorite Nordic ingredients. I’m also looking forward to attending the European Natural Beauty Awards in Paris, where our Glow Facial Oil is shortlisted this year. It’s a wonderful opportunity to connect with retail colleagues and like-minded brand founders who care deeply about clean beauty and sustainability.
Win the Ultimate Wedding Glow from Viking Beauty Secrets
Get glowing for the big day (or any day) with this radiant 4-step skincare ritual from Viking Beauty Secrets. Whether you’re the bride, in the bridal party, or a guest who wants to shine, this organic Nordic-inspired routine has you covered.
What’s included:
– Certified Organic Exfoliating Face Scrub with Icelandic Black Volcanic Sand (60ml)
– Certified Organic Awakening Eye Cream with Cloudberries and Cucumber (15ml)
– Certified Natural Peptide Serum with Blueberries, Strawberries & Ginkgo Biloba (30ml)
– Certified Organic Nourishing Night Cream with Hyaluronic Acid & Cloudberries (30ml)
Estimated Retail Value: $170
The Ritual:
The Night Cream calms and replenishes skin the night before with hyaluronic acid, cloudberries, and a hint of organic lavender oil, perfect for soothing nerves and nourishing overnight.
On the big day, start with the Exfoliator to smooth and prep the skin. Follow with the Peptide Serum and Eye Cream, it’s fast-absorbing, antioxidant-packed, and makeup-artist approved for layering without pilling or shine.
How to Enter (U.S. only):
Follow @vikingbeautysecrets and @luisaandco
- Tag a friend in the comments
2. Share your favorite pre-wedding skincare ritual in the comments
No Instagram affiliation. U.S. residents only.
Image Credits:
Bridal Image with horse – photographer: Wes Malkin
Horse: BonitoXXXVIII
Bride/Model: Eha Urbsalu
Eha getting ready with skincare + berries: Nat Visualz
Product Images: Von Wesen (www.vonwesen.com)
