transparency, competence, care

our values

At IDUN Minerals, we have strong values and an approach where values permeate the entire business. This gives us guidance and streamlines internal work and simplifies decision-making.


We strive to be transparent in everything we do. We are honest and forthright. We say what we do and we do what we say!


Our products are developed together with competent and outstanding scientists and product developers. We are always striving to expand our internal knowledge base.


We take great responsibility in what we do, we care about nature and the equal value of all!


strategy & objectives

We at IDUN Minerals are dedicated to taking responsibility and balancing the global challenges with our own challenges for a better future. To make our sustainability efforts clearer, we have divided them into three focus areas that encompass the main sustainability aspects: People, Planet, and Products.



Social responsibility is very important to IDUN Minerals, both for the potential impact our operations have on people around the world and for the impact our operations have on our employees. Everyone should be aware of our climate actions and how we collectively contribute.



For us, good and clean products are the foundation of our business. We are not content with merely complying with legislation but have very clear regulatory requirements that we follow. We always strive to make the best possible choices when it comes to all our products being a little cleaner simply with care for people, animals, and nature.

environment & nature


Reducing our footprint on the planet and enabling a sustainable future will require some adjustments. We see an opportunity to help influence and inspire our customers to make more sustainable choices by offering IDUN Minerals' range of products that are developed with sustainability in mind. For that, we have developed smarter packaging with designs that have lower environmental impact.



In order to reach our circular business model by 2030, we have mapped out and analyzed our value chain.

By making a risk analysis we have generated actions for each step in the value chain.To further drive transparency and sustainability in every step of the value chain, we are using Worldfavor, a platform for organizations to access and share sustainability information. Based on automated assessments and analysis, Worldfavor lets us gain insights from sustainability and compliance data to uncover risks and make better decisions.

To get a bigger insight of our value chain and its climate impact, we have participated in a research project together with IVL Swedish Environmental Research Institute making a life cycle analysis. The report investigated how life cycle analysis can be used in the retail trade to reduce climate impact and provided us with valuable knowledge on how to improve our own value chain.

born in stockholm, globally loved

conscious beauty