If IKEA created a line of skincare I imagine it would look a lot like grüum (pronounced groom). This is meant as a compliment. I imagine most of us own at least one household item from IKEA as their products offer exceptional value for money.
GRÜUM is an affordable line of skincare for men, that surprisingly, comes from the UK and not Sweden. The products are available online only and come in tailor-made kit’s as part of a subscription. After a consultation a kit is built around your skin/shaving needs and sent out to you each month. I imagine this retail system allows them to sell a better quality product for less by cutting out the middle man i.e ‘the shop’. It’s not an all-natural or organic line but the products contain a lot of plant based ingredients and any synthetic ingredients are included for their benefits to the skin. You won’t find any parabens (a preservative that’s been linked to breast cancer) sulphates (potentially irritating foaming agent), SLS (potentially irritating foaming agent), SLES (another potentially irritating foaming agent), artificial fragrances, artificial colours. They don’t use micro beads (that pollute the oceans) and they don’t work with suppliers who test on animals.
In my kit I received kóri daily exfoliating face wash, gösta facial tonic and kåra daily moisturiser. I must say the products are all very nice and I’m astounded that these cost just £10 which is excellent value for money. They are all pretty simple and no-fuss but they definitely don’t feel cheap and I wouldn’t describe them as basic either. The quality is very good. The face wash is a clear gel and smells slightly fruity, like a jelly baby. It offers a mild exfoliation and I would need to go with a stronger exfoliant once a week as this wouldn’t be enough. The facial tonic gives a soft veil of hydration without being sticky. Rub two pumps between your palms and press onto damp skin after cleansing. The moisturiser offers a light hydration and absorbs well. You can layer it for extra moisture without it sitting on top of the skin or feeling sticky. Both the mist and moisturiser smell ok but not great.
Overall I think grüum is a really good system. I’m not massively into it being a subscription service but I get why they have done it this way. There is the option to sign up for a free trial and receive a free kit. I definitely recommend you give this a try if you are looking for a simple but good line of skincare that won’t break the bank. There is no doubt you are getting excellent value for money. For more information on grüum and how to sign up visit the website here.