About Us

 

Our mission: 

Our goal is to offer a collection of beautiful, high quality products that we feel are 
missing here in Iceland, so the people here can have the best variety of self-care products 
at home.

We believe that everyone deserves access to premium beauty products that deliver 
outstanding results.  

Our Vision: 

To become the go-to destination for cosmetic products cosmetic products in Iceland and 
to be known for our commitment to quality, constant innovation, and customer 
satisfaction. 

Values: 

Because beauty is not just on the outside in ruru we offer many clean 
beauty, cruelty-free, organic, vegan and eco-friendly brands alongside 
internationally well known and popular big brands.