About Us

URÐ was founded in 2016 by Erla Gísladóttir. The brand name is an old Icelandic word meaning earth or ground. It symbolises the pure ingredients we use in our skincare products and handmade method leaving the shortcuts behind.  

We believe that the only thing your skin needs are purifying minerals and pure oils to nurture the skin. Our mission is to provide creative and simple skincare products containing the best natural ingredients found in Icelandic nature. 

We believe it is our duty to take good care of our environment. Our skincare products are cruelty free and do neither contain plastic materials nor parabens. We only use recyclable containers and packaging. 

We believe that the only things we really need can be found in nature. That´s way we love Baroness's Karen Blixen quote;

"The cure for anything is salt water: sweat, tears or the sea." 

We also believe in good scent. Our quality perfumes are designed to provoke memories. Every season has its charm. Sometimes you want light, bright and fresh atmosphere. Sometimes your prefer coziness, cuddling and warmth. Our perfumes give you the opportunity to create the atmosphere that best suits your mood. Our scents are designed in Iceland but carefully blended out of the finest ingredients in Grasse, France. Our scented candles are made out of natural soy and beeswax and burn for 40 hours. 

We are located in Garðabær, Iceland, where we make our soaps, pack our products and make experiments and testing for our future products.