About Us & Our Founder
Gunilla’s 60+ Year Journey in Skincare
& Creating LEROSETT® & GUNILLA®
by Gunilla of Sweden®
Plant-Based + Science-Backed Skincare
Gunilla Ross founded Gunilla of Sweden® in 1987 after decades as a licensed skincare instructor and esthetician. Originally from Sweden, she began teaching in the U.K. in 1962 and launched the company in her mid-40s to bring nutrient-rich, truly plant-based formulas to American skincare professionals—products where organic botanicals, not water, are the first ingredient. Her goal was simple: to offer clinically proven botanical skincare rooted in the Swedish tradition of natural beauty.
Her son, Fred Nilsson, joined the company full-time in 2006. Paraplegic since age 12 from a motorcycle accident, Fred started his first company at 18 and went on to build one of the fastest-growing music retailers in the U.S. Today, he brings decades entrepreneurial experience to the skincare industry—developing new products and working alongside his mother Gunilla to continue the company’s growth.
Now approaching its 40th year, Gunilla of Sweden® remains a family-owned, mother-and-son company. A small, passionate team—including longtime leadership like COO Yana Kozhukharenko—continues to uphold the company’s legacy of integrity, care, and personal connection—one that continues to earn the trust of skincare professionals and devoted customers across generations.
“A Pioneer Who Paved the Path for Skincare Professionals”
Gunilla Ross is ranked among the top 10 pioneers in the field of skincare
– Dermascope Magazine:
The leading publication for the skincare professional | 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.
Why We’re Different: Pioneering Botanical Skincare That Delivers Results
For over 35 years, dermatologists and estheticians have trusted G U N I L L A® & LEROSETT® in their spas and clinics—setting a higher standard for plant-based skincare decades before it gained mainstream recognition.
Most brands use up to 80% water. Ours contain 40–70% greenhouse-grown organic aloe vera and 10%–20% nutrient-dense adaptogenic botanicals. This allows clinically proven actives—such as ceramides, peptides, or hyaluronic acid—to absorb more deeply and work more effectively.
Unlike water, aloe can deliver actives into multiple layers of the skin. That’s why our formulas don’t just feel silky—they produce real, visible results.
Select formulas were co-developed by Gunilla Ross and Swedish physicians to meet clinical standards and ensure long-term skin compatibility.
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 luxury products used water as the first ingredient.
Determined to bring change, she combined her European education with a vision for more effective and 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.
Our First Breakthrough: All-natural treatment clinically proven to clear skin
In 1987, Gunilla of Sweden® launched the original LEROSETT® Spot Treatment & Clay Mask—a one-of-a-kind Swedish clay formula that became the brand’s first professional breakthrough. Clinically tested and proven effective in an independent double-blind placebo-controlled trial, this natural treatment helped set a new standard in acne care.
Unlike harsh chemical treatments, LEROSETT® uses ultra-pure clay and no added drugs, helping clear pimples, reduce oil, and unclog pores—without irritation. It remains one of the only all-natural spot treatments with clinically validated results, trusted for over 35 years by skincare professionals and dermatologists alike.
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.