In their own words

True Organic of Sweden was founded by Tina de Sousa after she became a mother and realised how hard it was to find truly organic skincare she could trust. After finishing her degree in Science of Natural Health, Tina was looking for a balm to help with her son’s diaper rash and her own sore skin from breastfeeding. Even certified products only contained a small percentage of organic ingredients, with the rest made up of things she didn’t feel comfortable using. So she decided to create her own. At the time, she was living in Switzerland, but returned to Sweden to learn how to develop a skincare product properly. There, she met Eila, who ran a small lab and became her mentor. Together, they created the brand’s first product, All You Need Is Me balm, made with 100% natural and 95% organic ingredients. Sustainability was important from the beginning. Instead of plastic, Tina chose sugarcane-based tubes and glass packaging, even though it was more expensive. Two weeks after launch, the balm won its first award from Swedish magazine Tara Beauty in 2014, and interest from distributors followed quickly. As demand grew, so did the brand. True Organic of Sweden is built on high standards, simple formulas, and carefully selected ingredients. Tina is known for being extremely selective, often saying no to ingredients and trends that don’t meet her values, which has earned her the nickname “Queen of No.” The brand’s hero product, All You Need Is Me balm, has won multiple awards and is loved for how quickly it soothes and calms the skin. It’s designed to be used in many ways, from lips and dry patches to overnight masks, winter protection, and everyday emergencies. Today, True Organic of Sweden remains founder-led and independent, focused on creating honest, multifunctional skincare for people who want fewer products, better quality, and real transparency.