About Us & Our Founder
Gunilla’s 60-Year Journey in Skincare
& Creating Gunilla of Sweden®
Plant-Based + Science-Backed Skincare
Gunilla Ross founded Gunilla of Sweden® in 1987, following decades as a licensed skincare instructor, formulator, and esthetician. Originally from Sweden, she began teaching skincare in 1962 in the U.K. and spent years working before starting the company in her mid-40s. Her mission was simple: to bring the nutrient-rich, plant-based formulas she grew up with to American professionals—many of whom were top estheticians at leading spas and quickly came to rely on the simplicity and proven results of her products.
Her son, Fredrik Nilsson, joined the company in 2006—but his entrepreneurial story began even earlier. Paraplegic since age 12 from a motorcycle accident, Fred started his first company at age 18 in 1985. He went on to build the Midwest’s largest and fastest-growing music retailer, winning multiple business awards along the way. Nearly 20 years into a second career, Fred has gained deep expertise in the skincare industry, developing several new products and working closely with his mother to grow the company together.
Now approaching its 40th year, Gunilla of Sweden® remains a proudly family-owned mother-and-son company. At the heart of it is a small, passionate team—led in part by long-time specialists like COO Yana Kozhukharenko—who believe in creating exceptional skincare with integrity, care, and a personal touch. It’s a legacy built on resilience, expertise, and love—and one that continues to earn the trust of skincare professionals and devoted customers across generations.
LEROSETT® Botanical Acne Treatments
LEROSETT® – The only plant-based therapeutic acne brand, trusted for over 35 years and used by countless acne sufferers. Clinically proven to achieve clear skin, our nutrient-rich formulas help skin heal faster, reduce irritation, treat acne, and effectively clear skin—without harsh drugs or chemicals.
G U N I L L A® Plant-Based Skincare
GUNILLA® – An advanced plant-based skincare line, crafted in smaller batches for normal, dry, and sensitive skin. Powered by antioxidant-rich botanicals and over 50% organic aloe, our formulas are designed to be ultra-gentle, deeply nourishing, and enhance the absorption of clinically proven actives for healthier, more radiant skin.
Two Brands. One Mission: Real Results.
Why two distinct brands? Because treating acne requires a different approach than daily skincare or anti-aging. LEROSETT® is fully focused on acne and problem skin, offering clinical-grade, plant-based treatments developed over decades. GUNILLA® specializes in nutrient-rich plant-based formulas for hydration, anti-aging, and sensitive skin. Both lines combine clinically proven active ingredients designed to be used individually or together—so you can build a routine that meets your skin’s specific needs.
“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 on stage in Kansas City, the award recognized outstanding performance, growth, and leadership among small businesses across the Midwest.
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.
Why Two Distinct Brands?
We created two separate brands because acne is not just skincare—it’s a medical condition that demands a different mindset, experienced staff, and targeted solutions.
LEROSETT® was created as a dedicated acne brand—refined by specialists and trusted by professionals for over 35 years. GUNILLA® focuses on plant-based anti-aging and hydration solutions.
Two brands. One mission: real results.
Both brands are fully compatible—many customers even mix them for customized skincare, like pairing an oil-free LEROSETT® Moisture Matte™ with a GUNILLA® Ceramide Cream A17™, which thins out the Ceramide Cream, making it lighter.
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.