Just over two years ago, I started my new skincare rituals to break away from topical chemicals and adopt a more organic approach, having fallen in love with the simplicity and minimalism of woods_ copenhagen‘s products. I’m at the state where my skin has been regenerated, I still carry some of my scars, and yes, I do age, but my texture has improved, my glow is back, and not to sound cliché, but I finally feel comfortable in my own skin. Founded by Martin Lyne and Jannick Lindberg, woods_ copenhagen wants us to un-confuse our skin. I had the opportunity to chat with Martin, who is also the CEO, about the great skincare reset and what we can learn from Danish clean beauty.
For starters, how did you two meet, and what did you do before founding Woods Copenhagen?
We met years ago in Aarhus and are celebrating 20 wonderful years together this year. Before starting Woods, we founded Le Management, which became one of the largest modeling agency networks in Europe. We began in Aarhus 15 years ago and later expanded to Copenhagen, Sweden, Germany, and Norway.
Skincare feels very saturated. Why did you decide to launch your own brand?
The mission was clear from the beginning. Personally, I was dealing with severe skin conditions on our twin girls. After more than a year of treatment with a dermatologist, and consulting her husband, who’s a professor of dermatology, we realized the industry lacked transparency and integrity. There were too many harmful ingredients, too many toxins, and too many products that promise improvement but actually degrade the skin. Through years of research and education with my team, it became clear: the skincare industry needed change, and someone needed to take action.
You’re married and co-founders. How do you balance work and life?
We work together — but apart. We manage different areas of our business, have separate teams, and even work from different floors, which creates space and independence. But in reality, we’re together 24/7 in both work and family life. We deeply respect each other and benefit from our different strengths.
Does mental well-being play a role in your brand?
Absolutely. Our products are created to build a strong skin barrier and preserve skin vitality, not to degrade it or make people “skin sick.” We’re also committed to responsibility: for ourselves, each other, and the environment. We believe in promoting self-acceptance, not perfectionism. Everyone has skin struggles. We embrace skin in every condition, at every age, and on every body.
What concerns were you aiming to address with your brand?
We take a holistic view of skincare:
Healthy, resilient skin
No harsh or damaging chemicals
Respect for the environment. It’s a billion-dollar industry, but so much of it lacks integrity. We wanted to look deep into the shadows and bring transparency to the surface.
Why are more adults experiencing blemishes?
There are many reasons, but a major one is hormone disruptors — from food, cosmetics, and environmental stressors. Also, skincare usage is increasing, yet many products use ingredients that harm the skin over time. Harsh sulfates and ingredients like petrolatum — often masked under different names — sit on the skin like a raincoat. They block pores, dry the skin from within, and can lead to chronic conditions like perioral dermatitis, etc.
What’s the one thing you’d change in the industry?
Eliminate harmful ingredients. If profit weren’t the driving force, nobody would produce products with synthetic fillers instead of clean, nutrient-rich, effective ingredients. It’s like food — when we care for ourselves, we choose real nourishment. Skincare should be the same.
Do you have a personal beauty regimen?
Yes, and it changes with the seasons. In summer, I use:
Daily foaming cleanser with natural cleansing agents to protect the skin barrier
BHA Skin Perfector for gentle daily exfoliation
Water-stable Vitamin C
A boost of hyaluronic acid to stay fresh and revitalized
Daily Hydra Crème
Niacinamide (Vitamin B3) to keep my skin bright and tone even — my secret to looking my best
The best free beauty advice I ever received was not to sleep on my stomach. What’s yours?
Less is more!
Is there a Danish beauty secret?
We use a lot of raw ingredients from the Scandinavian wilderness. Back in the day, it had to be exotic to feel powerful. But nature here, shaped by brutal winters (down to -80°C!), creates supercharged antioxidants in berries and greens. That’s our real magic.
What ingredients should we avoid — and which do you love?
Avoid petrolatum (in all its forms) and sulfates. Using both together can accelerate skin damage and lead to long-term issues. Love natural, organic, and efficient ingredients. That’s the philosophy at Woods Copenhagen — clean, powerful, skin-loving.
Finally, what’s your signature product?
BHA Skin Perfector without a doubt. It works for every age and skin condition, delivering glowing, healthy skin while tackling pigmentation and signs of aging. It’s also a hero product for acne and blemish-prone skin, thanks to the organic salicylic acid.
