The story of URÐ began with a deep appreciation for the Icelandic landscape. Our name is derived from an ancient Icelandic word for earth or soil, symbolizing the raw, pure ingredients that form the foundation of our products. Founded in 2016 by Erla Gísladóttir, the brand was born from a desire to turn the rugged beauty and extreme weather conditions of Iceland into a multisensory experience.

What makes our story unique is the bridge we build between Icelandic nature and the heritage of fine fragrance. While our inspiration is rooted in the North, we collaborate with experts in Grasse, France, to develop scents that capture the essence of our changing seasons.

We believe that the best things are made with intention. Our soaps are handcrafted in small batches right here in Iceland, poured into custom molds, and packaged by hand after a patient curing process.