proven over decades
About Gunilla of Sweden®
Gunilla’s 60+ Year Journey in Skincare
Creating LEROSETT® & GUNILLA®
by Gunilla of Sweden®
Plant-Based + Science-Backed Formulas
Founded in 1987 by Swedish skincare pioneer Gunilla Ross, our formulas have followed one rule for nearly four decades: start with real botanicals or proprietary mineral clay—not water.
While most skincare—even expensive formulas—is 60–90% water, ours begins with up to 60% aloe vera and nutrient-dense botanicals, including adaptogenic plant extracts, designed to deliver visible results —not just temporary hydration.
This philosophy comes from the Swedish skincare tradition Gunilla was trained in—decades before “plant-based” became a trend. It’s why thousands of estheticians, dermatologists, and clinics have trusted our products on real clients for over 38 years—because they perform where conventional formulas fall short.
Today, Gunilla of Sweden® remains family-owned. Led by Gunilla and her son Fred Nilsson, alongside a small expert team, we continue to create spa-grade formulas trusted by professionals—and quietly chosen by those who care more about results than marketing claims.
Gunilla of Sweden® is one of the longest-running esthetician-founded skincare brands still owned by its founder—proof that when products truly work, customers don’t move on.
“A Pioneer Who Paved the Path for Skincare Professionals”
After helping create the esthetics curriculum and licensing exams in Colorado
Gunilla Ross is ranked among the top 10 pioneers in the field of skincare
— Dermascope Magazine, 40th Anniversary Issue
2014 Top 25 Small Companies Award
Honored by Ingram’s Magazine as one of the Top 25 Small Businesses in the Midwest
Presented in Kansas City, the award recognized outstanding performance, growth, and leadership among small businesses.
Clinical Perspectives on LEROSETT® & GUNILLA®
“I always recommend LEROSETT® products to my patients with acne because they see results. They’re gentle and soothing without causing hyperpigmentation or over-exfoliation, potentially causing more acne and premature aging.”
"I have been using LEROSETT® for my acne patients for several years and I love the results. The wash is not drying and great for sensitive skin and most important is it's organic. My patients come back again to ask for it and we have great outcomes and control for mild and moderate acne. For an organic product it comes with a great affordable price for my teens."
Gunilla’s Story: Where It All Began
Gunilla Ross, 1962, age 22
(pictured here teaching esthetics at the Henlow Grange School, UK, 1962)
In 1962, Gunilla Ross began her journey in aesthetics, studying skincare in both England and Sweden. In Sweden, plant-based formulations were already standard, but when she arrived in the U.S., she discovered a surprising gap—even in luxury products, water was the first ingredient.
Determined to bring about change, she combined her European education with a vision for more effective, nutrient-dense plant-based skincare.
In 1987, she founded Gunilla of Sweden® Organic Skincare as a professional-only brand—launching LEROSETT® for acne and GUNILLA® for anti-aging. For over 20 years, her products were available exclusively to licensed skincare professionals and trusted in spas and clinics nationwide—long before “clean botanical beauty” became mainstream.
61 Years Later: Experience You Can Trust
Gunilla Ross, 2024, Age 83
Pioneer in Skincare Education & Innovation
When Gunilla moved to Colorado from Sweden in the early 1970s, she was already a licensed skincare instructor trained in both England and Sweden since 1962. At that time, esthetics in the U.S. fell under cosmetology, with no dedicated path for skincare professionals.
Gunilla worked with the Colorado Board of Licensing to change that—authoring the first Aesthetics Education Curriculum and State Esthetics Exam. Thanks to her efforts, aspiring skincare professionals could finally become licensed estheticians in states like Colorado.
Unlike many small skincare startups led by enthusiasts or influencers, Gunilla of Sweden® was founded by a licensed instructor with 25 years of clinical skincare experience—creating formulas trusted by professionals long before botanical skincare became a trend.
We Asked Gunilla About Skin Care
Growing up in the 1950s & 1960s in Sweden, acne was uncommon. Most skincare was botanical—water wasn’t the main ingredient. These early experiences shaped my conviction that natural, plant-based formulas can genuinely transform the skin.
When I moved to the U.S., I was surprised to find so many chemical-based products—and so much acne. In Sweden, we always turned to nature first. That inspired me to create all-natural LEROSETT® in 1987 and later plant-based GUNILLA® for anti-aging & skincare.
Today, I still believe in clinically proven actives—like ceramides, glycolic acid, and high levels of Panax Ginseng—combined with an organic aloe base. It’s this combination of proven actives, science, and the best botanicals have to offer that delivers lasting results.
What is your current skincare regimen?
Morning:
GUNILLA® Herbal Face Wash,
GUNILLA® Herbal pH Balancing Toner,
GUNILLA® Cell Rejuvenator Serum™, and
GUNILLA® Eye-de-puff A23™
Evening: Same routine as the morning, plus
GUNILLA® Ceramide Cream A17™.
I alternate between
GUNILLA® Glycolic Night Cream
and Ceramide Cream every other night.
Tip: I always apply Cell Rejuvenator Serum first after cleansing and toning—just 2–3 drops, morning and night.
Product Mixing: If Glycolic Night Cream feels too strong, especially in summer, I mix half Glycolic and half Ceramide Cream in my palm for a soothing, lightly exfoliating blend. A great way to acclimate to nightly AHA use that will make the difference you’re looking for.
Our full routine is available in the GUNILLA® Organic Skincare Anti-Aging Kit, with everything I personally use—except for the Ceramide Cream, which I still add separately.