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Ingredient glossary
Plain-language notes on the ingredients you'll see across our Nordic and Baltic edit.
The ingredients you'll meet most often in our edit, in plain words.
From the seeds of the babchi plant (Psoralea corylifolia). It is not a retinoid, but it is often chosen as a plant-based alternative to retinol in well-aging routines.
A light, stable oil that closely resembles a lipid your skin makes itself. It helps skin hold on to moisture without a greasy feel.
A humectant: it binds water. On the skin it helps the surface feel hydrated, soft and plump. Often listed as sodium hyaluronate.
A polyhydroxy acid. Its larger molecules work more slowly at the surface than classic fruit acids, which is why it is often chosen for gentler exfoliation.
Alpha hydroxy acids loosen the bonds between dead surface cells for smoother, brighter-looking skin. Start slowly and wear sunscreen by day.
Also called gotu kola. LUUV uses it as a plant cell-culture ingredient and as a plant exosome ingredient. These are cosmetic ingredients, not living stem cells.
A stabilised form of vitamin C used in day care for a brighter, more radiant look.
A hardy berry shrub of Baltic and Nordic coastlines. Its bright orange oil is a long-standing favourite in the region's natural cosmetics.
The tree of the northern forest. Birch extracts turn up in Nordic cleansers, and birch whisks in every Finnish sauna.
A soothing, hydrating plant juice. LUUV often uses it as the base of a formula instead of plain water.
General information, not medical advice. Always check the full INCI list on each product page.
