“I want to create a small but effective skincare range. It must contain pure, organic and active ingredients, be sustainable and of course produced in Denmark". That's what skin specialist and founder of SMUK skincare, Heidi Maltby, thought almost 7 years ago before she seriously started developing her own skin care range.
Together with some of Denmark's best biochemists, she has developed SMUK skincare, which today includes 10 face and body products as well as 9 beauty tools. Another category has just been added to the portfolio in the form of soft and sustainable silk masks made from beautiful vintage kimonos from Japan. Before long, two more facial products are on the way, so the store is busy, so to speak.
SMUK skincare won the award for Danish Product of the Year at the Danish Beauty Awards back in 2017 for the popular Vitamin Booster Serum and was once again nominated for the same award in 2019 for the multifunctional cleansing product 3IN1.
When you have had hundreds of women through your hands
Heidi is also the owner of the popular beauty clinic, Naturlig Smuk, on Frederiksberg Allé, where she treats many women and also quite a few men. Through working with countless clients and several different organic skincare ranges, Heidi long dreamed of creating a range that contained all the elements, sensations, scents and ingredients that she could not find in other skincare ranges. A range that was reasonably priced and which was only to be sold in Heidi's own clinic and at selected dealers.
"It must be an exclusive and luxury-like feeling you get when you use the products. It should really feel like you are doing something good for yourself and your skin. Which you also do", says Heidi.
Own shop and even more products on the way
The dream is to expand the brand with even more organic, effective and sustainable products and so far it seems to be succeeding. In the spring of 2020, SMUK skincare opened the first store/showroom at Gammel Kongevej 153 in the heart of Copenhagen. Here, there is only room for BEAUTIFUL skincare products - and there is room for even more.
Heidi has children Olivia and Viggo with her husband, Lars, and together they all live with the dog Luna in a house by Lake Damhussøen. Before long, the last new products will land in the store and on the website - two organic face creams, one LIGHT and one RICH. They contain a natural sunscreen SPF15, as Heidi is not a fan of synthetic (chemical) sunscreens. In short, she believes that our skin needs even more ecology, naturalness and sustainability, and much less chemistry, waste and quick fixes. And she is well on her way!