Loreen, on a Personal Note.

I’ve always been very selective about the brands I work with. I’m drawn to genuine craftsmanship and to people who take their work seriously — especially when that work is done with respect for both nature and the human body. Skin is our largest organ, and that awareness matters to me. With BIOEFFECT, I took the time to really understand the brand. I read about the science behind it and learned that the products are built on years of biotechnology research and developement. BIOEFFECT is rooted in Icelandic science, using plant-derived epidermal growth factor — EGF — which is identical to a growth factor naturally found in human skin. That level of integrity and respect for nature gives me confidence. I had already been using the products for about eight months before the collaboration was ever discussed, and during that time I could genuinely see a difference in my skin. Even when I paused my routine, my skin maintained its quality. So, when I was asked to collaborate, it felt completely natural. I already trusted the products. BIOEFFECT understands skin. There are no unnecessary ingredients, no gimmicks — just carefully developed formulations created with respect for nature, science, and the body. That aligns deeply with what I believe in.

I keep my routine intentional and consistent, with one approach for the morning and one for the evening. In the morning, I don’t strip my skin of its natural oils. Overnight, the skin produces essential lipids, and I prefer to preserve them. Instead, I stimulate circulation by immersing my face in ice-cold water for as long as I can hold my breath. It instantly wakes up the skin and boosts blood flow. After that, I apply the EGF Essence, which acts as a hydrating, conditioning base, followed by the EGF Power Serum and the EGF Eye Serum. I then perform a facial massage using a gua sha tool, working across the face and down the neck. Once the massage is complete, I apply another light layer of serum, followed by the Hydrating Cream and a collagen oil to seal everything in. In the evening, I cleanse thoroughly using the Micellar Cleansing Water, which removes makeup and impurities without disrupting the skin barrier. I follow with the EGF Essence and EGF Power Serum, repeat the massage routine, and finish with the EGF Power Cream — the richer cream — or, on some nights, a nourishing overnight mask.

My absolute favorites are the EGF Power Serum and the EGF Essence. The essence prepares the skin beautifully — it hydrates, softens, and allows the serum to absorb more effectively. These are powerful products, but in a quiet, intelligent way. They work deeply within the skin rather than creating surface-level effects — and the results speak for themselves.

As an artist, I wear a lot of makeup, which puts constant stress on the skin. Using the full routine — from the Micellar Cleansing Water to the EGF Essence and EGF Power Serum — I experienced how well the products work together. The results felt visible and long-lasting, not superficial. My skin feels smoother, firmer, and more hydrated — but still very much like my own skin. I can feel the products working beneath the surface, not just cosmetically.

I’ve felt connected to Iceland since I was a child. The landscape carries a powerful energy, and the first time I visited, I felt it immediately. I’m deeply moved by the way Icelanders respect and protect their natural environment. There’s a strong sense of integrity and very little exploitation of the land, which reflects my own values. I love the people, the landscape, and the sense of space — it’s a place where you feel genuinely connected to the earth.

No. For me, art is about creating moments that matter. I believe in supporting products and messages that are environmentally conscious and honest. The shoot felt meaningful — like we were creating something different, with an authentic energy. And when something aligns with my values, I don’t mind discomfort. Freezing for a moment is nothing if it’s in service of something real.

Living in my truth. You’re constantly learning and evolving, and every time you move closer to your truth, something shifts. You feel lighter, more expansive. Living in my truth and staying connected to nature — the source of all energy — is where real power comes from. Power does not come from dominance, power´s born from truth.