Behind the Brand: ANGAN Is Inspired by Centuries of Nordic Skin and Bathing Rituals

ANGAN is a sustainable Icelandic skincare brand that formulates high-performance products that deliver results.

Seven years ago, Iris Laxdal was working as an architect in Denmark when a herniated disc sent her on indefinite sick leave. Suddenly, she found herself in the middle of a world of limitations. She quickly realized she had to truly care for her body and mind, which became the impetus to create ANGAN, a sustainable skincare brand that creates self-care rituals powered by Icelandic nature.

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“I studied architecture with focus on sustainability, so creation and research has always been in my blood,” says Laxdal. “I have applied this same approach to my process of being a natural skincare formulator. Trial and error in the lab is where you learn the most and find what works best. It´s a play with creativity, ingredients and solving skin problems with products that play with the senses and nourish the skin.”

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ANGAN’s high-performance products are formulated with pure, wildcrafted and organic ingredients, and the brand is inspired by the rooted cultural rituals of Iceland like bathing in natural geothermal pools, the arctic ocean, and using old remedies with hand picked arctic botanicals that have been used to nourish and cure skin for centuries.

We chatted with Laxdal, who shared the inspiration behind the brand, favorite products, future plans, and more.

Iris Laxdal is the founder of ANGAN.

What inspired the creation of ANGAN?

My journey is filled with education and research from being an architect to becoming a self-taught natural skincare formulator. Nature and creativity have always played a central role in my life. The development of the brand is my way of combining those two things. I found the courage to quit my job as an architect and start this special clean and conscious skincare brand.

I also love being an entrepreneur and bringing sustainable, pure and natural skincare into people's lives. I want to remind you to nurture yourself, remember yourself, pamper yourself and thereby create a foundation of mental serenity and balance.

You could say, ANGAN was born out of my tireless journey to create the best products in green beauty by combining not only my research and education in architecture and natural skin solutions based on my own skin care challenges.

In addition to skin care, ANGAN also offers nourishing haircare products.

Tell us more about your products and what makes them special.

The brand’s inspiration is centuries-old Nordic skin and bathing rituals. Bathing in natural geothermal pools and the Arctic Ocean is part of our cultural DNA, as is using old remedies with wild, hand-picked botanicals and minerals that have been used throughout our healing history.  This is what sets us apart from other brands.

Icelandic Botanical Complex is our in-house botanical extract that offers concentrated phytonutrients to calm inflammation, help soothe, regenerate and protect the skin.Arctic botanicals are considered a superfood for the skin. Berries, flowers, seaweeds, lichen and herbs are full of antioxidants and nutrition for the skin.

We use up-cycled ingredients like our mineral-rich sea salt that is a by-product from a sustainable geothermal sea salt producer in Iceland and arctic berry seed oils from upcycled seeds from agricultural and juicing industries and is CO2 extracted.

Our ingredients are sustainably sourced and we work directly with our suppliers. We have an eco-friendly production using renewable energy sources and our dark green packaging is fully recyclable.

Our mission is to develop high performance eco-chic products of unparalleled quality and efficacy. Handcrafted in small, conscious batches, ANGAN uses the best clean ingredients to nourish and cure the skin.

ANGAN products offer unparalleled quality and efficacy with pure, wildcrafted, and organic ingredients.

Do you have a hero product? What’s your favorite?

My first products were the Seaweed Bath Salt and our best-selling Icelandic Moss Salt Scrub. It took about two years of research and development before the products hit the shops four years ago. The Icelandic Moss Salt Scrub continues to be a hero product, alongside our Volcanic Glow Body Oil.  I started slowly with just two products and added as we came along. Now we have 15 different products, which makes me very proud.

My absolute favorite products now are the Wildflower Oil Cleanser and the Arctic Youth Face Oil. Together, they will form the foundation of your most radiant skin in two simple, but powerful steps. 

Our unique blend of regenerative sea buckthorn oil, purifying grapeseed oil, rare Omega 7 and complete with our anti-inflammatory Icelandic Botanical Complex, The Wildflower Oil Cleanser is a calming start to any skincare routines. 

And our Arctic Youth Face Oil is packed with a powerful blend of 10 incredible plant oils and our Icelandic Botanical Complex to replenish moisture and restore luminosity.

Where are your products sold?

All our products are available on our website. We also have a strong network of Icelandic retailers and are available at the Duty Free shops in the Keflavik International Airport. Additionally, we have expanded partners in the UK with NordicGlow.com and are working with specialty shops in the U.S. like Woodland Mod in Seattle, Washington and WitchHazel in Beacon, New York, with many more to follow.

The brand’s inspiration is centuries-old Nordic skin and bathing rituals.

What's next for the brand?

Now is such an incredible time to be a clean beauty brand because the natural ingredient combinations and technologies available are both inspiring and efficacious.  I’m quite interested in continuing to create unique formulas for the face, so you’ll see our offering in this category expand in new, multi-use products.   

For more information, visit ANGAN’s website. Follow on Instagram: @anganskincare

[Images courtesy of ANGAN]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk