Recipe for men was founded by Jesper Rönnbäck (a former member of the Swedish Olympic Freestyle team), Jesper Matsch and Mikael Snabb who have a penchant for the ski slopes and an active lifestyle. Although not a typical topic of conversation, the idea of men’s skincare came up out of necessity. Skiing in the mountain areas of northern Sweden means some of the harshest climates in the world. Countless hours of skiing and sweating was a skincare disaster – their skin had become severely dehydrated, chapped and lost all elasticity.
Determined to solve the problem, Recipe For Men was brought to life in 2004. Their mission was to create the best skincare for men and they held a vision to incorporate what Sweden was known for – its design and beauty. Importantly, they knew that the products had to be truly effective - men needed to see and feel the difference to their skin.
The outcome was effective products with high concentrations of active ingredients, smooth textures, and subtle fragrances. Recipe for men launched with its signature red and Scandinavian design that we continue to have today. After receiving several awards, the brand has become one of the top men’s brands in Sweden.