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 mindful beauty — creating products that support healthy, resilient skin without compromising purity or performance. We carefully formulate with proven active ingredients, skin-identical components, and botanical extracts that nourish the skin gently yet effectively. Every formula is thoughtfully developed, tested, and refined until it truly earns its place in your daily ritual.

Inspired by the raw beauty and shifting seasons of Scandinavia, we create skincare with a long-term vision: 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 derived from mineral-rich algae from the cold archipelago on the Swedish west coast. Known for its protective and strengthening properties, Algica® helps defend the skin against environmental stress, pollution, and digital blue light while supporting hydration and skin vitality.

Our mission is simple: to help you feel confident in your skin — naturally, consciously, and beautifully — today and for years to come.

Founder Story – YAG Sweden

YAG Sweden was founded by Åsa Sjö, a name rooted in Old Norse heritage, reflecting her deep connection to nature and the Nordic landscape.

From an early age, Åsa’s father would take her out into the forest and surrounding wilderness as soon as she returned from school or had free time. She grew up immersed in nature — among trees, lakes, ice, and changing seasons — spending her childhood picking berries and mushrooms, fishing, and learning to observe the subtle rhythms of the natural world.

This upbringing shaped not only her character, but also her scientific curiosity. A deep fascination for biology and chemistry developed naturally from this close relationship with living ecosystems, alongside a lifelong respect for animals, nature, and the intelligence of natural systems.

These early experiences continue to influence every decision behind YAG Sweden — from ingredient selection to formulation philosophy — always guided by a desire to create with integrity, simplicity, and respect for nature’s own intelligence.