Susanna Viljamaa, Founder, Our New Routine

Our Story

Our New Routine is for me, for you and all of the rebels and lovers out there.

With our base in Stockholm, our mission is to provide you with carefully selected products for both inner - and outer well-being, because let’s face it, that’s where everything begins.

We look forward to sharing our knowledge with you on how a blissful routine can help you find and connect to your true self.  We are also eager to bring our vibrant design into your life. We celebrate inspiring and passionate people of all kind, and when we create, we create with you in mind. So, if you’re into green tea or cocktails, Our New Routine is your new routine. 

OUR founder


I have always considered myself a free and spontaneous person. I remember having a complex relationship with routines in general and always thought of them as something boring and square. Later on in life I came to the realisation that having personal routines is essential, especially when going through challenging times in which you easily get lost.

I saw how the routines helped me get back on the right track every time I lost touch with myself. It made me realise the routines I used to refer to as “boring and square” made it possible for me to be who I always aspired to be; someone free and spontaneous. That is maybe why I am obsessed with trying out and sharing self-care routines that make life more blissful and fabulous. Inspiring others by sharing routines is exactly what Our New Routine stands for. I can’t wait to share mine as well as stories from other amazing people in order to inspire you to practice more self-love.

Love & light,

Susanna Viljamaa, Founder Our New Routine

OUR collection

We proudly launched with core beauty accessory products, made from the finest quality mulberry silk.

This has now become a growing collection – from our standard (but anything but standard!) pillowcase & travel-friendly silk pillowcase to award-winning 'The Cloud' silk eye mask and now 'The Wave' premium hair scrunchie. Each product is a blend of Scandinavian design and innovation.

Our range was inaugurated with our silk pillowcases - an obvious choice for us, because you spend a lot of time with your pillow – almost a third of your life actually. It soon became obvious that innovation was needed in the silk accessory category - something we set out to solve!

We are also very clear on the benefits of silk for skin, hair and overall health & wellbeing perspective, which we share more on here.

We are so proud to range our premium collection at The Skin Wardrobe here in New Zealand and Australia and we know you will see the difference in what we offer. We look forward to sharing the blissful joy of silk with a Scandinavian twist!