Iceland, otherwise known as the Land of Fire and Ice, is a small Nordic nation of less than 400,000 permanent residents. Yet its international recognition is outsized, with a robust tourism industry and more than two million visitors annually. Its claim to fame (beyond the whole Game of Thrones thing) is its unique landscape: moss-covered rocks that stretch for miles, gushing waterfalls, and vast lagoons sparkling with icy glaciers.
That same otherworldly, and often unforgiving, landscape produces some astounding flora. Purple lupine can be abundant during summers, wild herbs such as angelica grow from rocky crevices, flowering bushes of yarrow flourish in picturesque meadows, and, just off the coast, tall stalks of sea kelp float in chilly waters.
“Iceland’s landscape is exceptional,” says Lilja Fischersund, co-founder of Icelandic apothecary, Fischersund. “The air here is crisp, and the light changes with the seasons, creating an ever-shifting canvas of colors and moods. The natural ingredients we use are a reflection of this environment.”
As seems to be the case with several up-and-coming cult fragrance brands, the nose behind Fischersund is self-taught. Rather than receiving a formal education or working at other perfumeries prior to launching his own, Jónsi Fischersund was actually performing on stages around the world as the lead vocalist and guitarist of the highly acclaimed experimental music group, Sigur Rós.
“Jonsi started experimenting with scents while he was on tour with Sigur Rós, and he noticed the similarities between music and scent—how both can evoke powerful memories,” says Lilja, his sister and business partner. “Our perfumery is now based in the heart of Reykjavik, in the very house where Jonsi’s music studio was just six years ago. Fischersund has become a project where we, as siblings, can each bring our unique artistic sensibilities together. Even our mom and dad are involved, making it a true family endeavor.”
Fischersund’s curated line includes eau de parfums, solid perfumes, and a perfume oil, as well as a small selection of home fragrances in the form of candles and incense. The line’s main thread is the family’s inspiration from the stunning Icelandic surroundings.
“Our signature fragrances draw from these elements. For instance, our scent No. 101 is inspired by the essence of an Icelandic summer,” Lilja says. “During this short but intense season, plants harness the 24-hour daylight to grow strong and resilient. You’ll find chervil and Arctic angelica sprouting between sidewalks and near houses.”
Part of the brand’s appeal is its ability to draw inspiration not only from the beauty of Iceland, but also from the olfactory power of nostalgia, as Lilja alludes to while speaking about the collective energy of a summer spent in downtown Reykjavik. She tells Robb Report that their fragrances are meant to go beyond scent. “They’re meant to forge a deeper connection, blending nature, memories, and music into a unique experience.” In another of their fragrances, scent No. 54, a heady mix of mountain pine, smoke, vetiver, cedar, leather, and patchouli pays homage to their father’s woodworking shop that they would visit as children.
“We’re fortunate to have access to some incredible ingredients that grow right here in Iceland, like birch, which is harvested in the spring when the sap is running and the leaves are fresh. We also use Arctic thyme, a hardy little plant that grows close to the ground and has a wonderfully sweet, herbal scent.”
But the country isn’t just renowned for its botanical richness. The soil’s special quality is what allows the skin care company Bioeffect to grow its own barley in nutrient-rich inert volcanic pumice, which it uses to fuel its formulas.
There’s a reason why this little-known (to the U.S.) brand has purportedly become a favorite of celebs including Bianca Jagger and Demi Moore—its scientific approach to skincare, particularly through the use of Epidermal Growth Factor (EGF). EGF is a protein naturally present in human skin that plays a critical role in cell renewal and regeneration. You might think of it as a gentler alternative to retinol.
The Icelandic brand’s breakthrough came when it developed a method to derive plant-based EGF from barley grown in geothermal greenhouses, allowing it to harvest a pure, sustainable source of the protein. It is most famously used in Bioeffect’s Power Serum, which has been collecting a growing number of high-profile admirers.
Besides barley, Bioeffect touts the power of Icelandic water, renowned for its purity and softness. It is sourced from deep underground aquifers and plays a vital role in their skincare line, which they say contributes to the gentle, hydrating qualities of their formulas.
Bioeffect isn’t the only skincare brand to tap into the unique properties of the country’s water, either. Take Blue Lagoon, the legendary resort where bathers discovered the healing powers of its thermally heated seawater in the 1970s. This unexpected revelation led Reykjavik-based Dr. Grímur Sæmundsen to recruit a team of scientists to research the waters, in which they discovered its high silica concentration as well as a unique microalgae containing powerful antioxidants and nutrients. In 1994, the Blue Lagoon Medical Clinic was established, followed by the development of a Silica Mud Mask in 1995. Then, just a few years ago in 2021, the still-growing skincare line was launched.
Though the Blue Lagoon is technically man-made, it’s fed by geothermal waters that contain the natural compound, silica. It’s what gives the lagoon’s waters their signature milky-blue hue, and make it popular not just among tourists clamoring for a photo, but also for those with skin conditions such as eczema, thanks to its soothing qualities.
“The silica is a patented skincare ingredient that strengthens and protects skin, improves the skin’s barrier function, and helps skin better retain moisture,” says Melissa Bramowitz, U.S. managing director for the Blue Lagoon. “In its natural mud form, silica has deep-cleansing and purifying clay properties that draw out skin impurities and pollutants.” You can buy a small bowl of the fine, white mud this sediment creates at the Blue Lagoon, but the skincare line makes the powerful ingredient accessible from anywhere. And while the assortment includes everything from cleansers to body lotion, we’d suggest the BL+ line, which uses a concentrated dose of the silica and microalgae to enhance everything from an under eye serum to a retinol cream.
Like the other products mentioned here, it’s a way to experience a little of this special country’s magical landscape intimately—and every day.
