About YAG

YAG Sweden is a Swedish beauty brand founded on the belief that skincare should work in harmony with the skin’s own intelligence and natural balance.

Our philosophy combines nature, science, and conscious beauty – to create products that strengthen healthy and resilient skin without compromising purity or effectiveness. We develop our biotechnological formulations with carefully selected, proven active ingredients, skin-identical components, and botanical extracts that nurture the skin gently yet effectively. Each formula is thoughtfully developed, tested, and refined until it truly deserves its place in your daily skincare ritual.

Inspired by Scandinavia’s raw beauty and changing seasons, we create skincare with a long-term perspective – products that strengthen the skin barrier, restore balance, and support the skin cell by cell, layer by layer.

At the heart of our skincare philosophy is Algica® – a unique Swedish ingredient extracted from mineral-rich diatoms (siliceous algae) from the cold archipelago on Sweden’s west coast. With its protective and strengthening properties, Algica® helps defend the skin against external stressors, pollution, and digital blue light, while supporting the skin’s hydration and vitality.

Our mission is simple: to help you feel confident and beautiful in your own skin – in a natural, conscious, and sustainable way, today and for many years to come.

The History Behind – YAG Sweden

YAG Sweden was founded by Åsa Sjö – a name rooted in the ancient Nordic heritage. Åsa comes from Ása, an old Nordic name that carries a sense of strength, origin, and connection with nature. Just like the brand, the name is anchored in Nordic tradition – where respect for nature, its rhythms, and its intelligence has been a natural part of life for generations.

From an early age, Åsa’s father took her out into the forest and surrounding nature as soon as she came home from school or had a free moment. She grew up close to nature – among trees, lakes, ice, and changing seasons – where childhood was filled with berry and mushroom picking, fishing, and learning to observe nature’s subtle rhythms.

This upbringing not only shaped her personality but also sparked her scientific curiosity. A deep fascination with biology and chemistry naturally grew from this close relationship with living ecosystems, along with a lifelong respect for animals, nature, and the intelligent systems found in the natural world.

These early experiences continue to influence every decision behind YAG Sweden – from the choice of ingredients to our philosophy on formulations. Always with the goal of creating with integrity, simplicity, and respect for nature’s own intelligence.

YAG Sweden is a tribute to the meeting of nature and science – where Nordic heritage, modern biotechnology, and the skin’s own intelligence come together to create meaningful skincare.