Years of discussing the idea finally became a reality. Determined to solve the problem, in 2003, Rönnbäck, Matsch, and Snabb finally quit their full-time jobs to bring Recipe for men to life. What had started as a fun idea was now the journey to create the best skincare for men. The guys had a vision to incorporate what Sweden was known for – its design and beauty. More importantly, they knew that the products had to be truly effective. If there was any chance for the product to succeed, guys needed to see and feel the difference.
The goal became to formulate effective products that had high concentrations of active ingredients, smooth textures, and subtle fragrances. After almost three years of perfecting the recipe, Recipe for men launched in 2004 with its signature red and Scandinavian design that we continue to have today. After receiving great press and several awards, it has become a top men’s brand in Sweden and is now available in over 25 countries.