Women Shaping the Future of Wellbeing celebrates women who turn personal experience into meaningful innovation. For Eha Urbsalu, the founder of Viking Beauty Secrets, that journey began when she realized how dramatically her skin changed after leaving Estonia for New York. Returning to the clean, potent ingredients of her Nordic upbringing, she built a skincare line rooted in purity, simplicity, and long‑term skin health. Her mission is to help women reconnect with nature‑driven beauty that truly supports the skin
- What personal experience or insight inspired you to create this project or company?
Growing up in Estonia, we took for granted that our Northern European food and skincare do not include harmful, toxic ingredients. After moving from Estonia to New York City, my skin and my health experienced visible changes. My skin and body were not used to the ingredients that are allowed in the food and skincare sold in America, so I began searching for alternatives and returned to what I had grown up with in Northern Europe.
Viking Beauty Secrets products were created from the start with a focus on ingredient integrity, formulation clarity, and long-term skin compatibility rather than trend-driven influences.
- What gap or unmet need in the wellbeing space are you addressing?
Getting results without relying on harmful and unnecessary ingredients is still a major gap in the well-being space. Many consumers are looking for products they can trust, but often encounter overcomplicated formulas or unclear claims. We address the need for effective skincare that delivers visible results while remaining aligned with the skin’s natural balance.
Our approach focuses on certified organic and natural-origin ingredients selected for their composition and compatibility with the skin. Nordic ingredients such as sea buckthorn and cloudberry are naturally rich in essential fatty acids and vitamins, supporting hydration and overall skin appearance. The goal is to offer skincare that is both transparent and effective, where there is no need to choose between ingredient integrity and performance.
- What makes your method, product, or philosophy different from what already exists?
Viking Beauty Secrets' approach is rooted in Nordic heritage and translated into modern formulations with verified standards. All products are certified under COSMOS ORGANIC or COSMOS NATURAL by ECOCERT, which is recognized as the highest standard for organic and natural cosmetics. This certification defines ingredient sourcing, processing, and formulation requirements, rather than relying on undefined trendy marketing terms.
We work with Nordic berries and botanicals, shaped by long winters, fresh air, and untouched landscapes. These ingredients are naturally rich in essential fatty acids and vitamins.
A key difference is our formulation base. Our creams are made with aloe leaf juice instead of water, which allows for a more concentrated composition and reduces the need for additional fillers. The philosophy remains simple. It is based on using a small number of well-selected ingredients, respecting the skin’s natural balance, and translating traditional Nordic practices into products that are practical for everyday use.
- How do you hope your work will transform women’s lives or the wellbeing landscape?
The goal is to simplify daily routines while maintaining effectiveness. There has been a growing trend toward multi-step skincare routines that layer multiple products on top of each other. In practice, this often leads to unnecessary congestion of pores or irritation for some skin types.
Rather than adding multiple layers or unnecessary components, we return to what is essential.
We promote a minimal Nordic routine built on a small number of well-formulated products. This approach supports the skin’s natural barrier without overloading it. The transformation is practical. It is about reducing dependency on excessive product use and creating consistent, manageable routines that people can maintain long-term.
- What has been the biggest challenge in bringing your vision to life, and what did it teach you?
The biggest challenge was when, right after launching the brand and receiving our first products came Covid. At the same time, it gave us time for research, learning and preparing more intentionally. It allowed us to refine the products, strengthen the foundation, and think long term. It reinforced how important adaptability is. Life does not follow a fixed plan, and building a business requires the ability to adjust and find new ways to move forward. It also made it clear that resilience and adaptability are among the most important qualities of an entrepreneur.
- What rituals, habits, or practices keep you grounded and well?
Speaking with my mother keeps me grounded. It always brings me back to what really matters. I try to keep a sense of balance in my daily life. Simple routines, like walking every morning on the beach with my husband, help to start the day. Hygge is also an important part of it. Creating a calm, comfortable environment and taking moments to slow down. And of course, the sauna. It is a core part of Nordic wellbeing and a way to reset both physically and mentally.
- How do you envision the future of wellbeing, and what role do you hope to play in it?
You do not need to wait to go to a spa. Home wellness is becoming more important and accessible. The future of wellbeing is becoming more intuitive and part of everyday life, not reserved for occasional spa visits, but rather shaped by personal rituals at home.
In Nordic culture, well-being is rooted in nature and rhythm. The sauna ritual is central to this. It is a space of warmth, stillness, and renewal. It is a moment where the body relaxes, the mind quiets, and the skin responds to gentle heat. Often paired with fresh air or a cool rinse, it creates a natural balance that supports both energy and calm. Our role is to translate this philosophy into modern skincare by creating home wellness rituals inspired by the sauna experience. Through well-formulated products, we support the skin’s natural glow and comfort, bringing that same sense of renewal into everyday care.
