New sauna cosmetics to international markets

New sauna beauty with the soul of the forest

sauna/ing is a certified line of sauna skincare and fragrances that brings the authentic Finnish sauna ritual into the present day; peace, presence and a reconnection to body, nature and one another. 

New company was founded on 8 March 2025 to bring  sauna cosmetisc to international markets. The “sauna sisters” Piritta Fors, Jonna Vesterinen and Outi Ellilä combine product and brand expertise to carry treasures of Finnish sauna culture into the growing global sauna market. The new premium brand serves both consumers and B2B. The team has designed a bespoke product range and sauna rituals for Paanu Relax Spa, opening 31 Oct at Härmän Kylpylä. Enquiries are already coming in from around the world. 

Ritual of Reconnection by sauna/ing

• Sauna × modern skincare: a ritual before / during / after sauna → easy, unisex and sensorial, with authentic forest scents from essential oils.

• Nature first: carefully selected clean ingredients, blue-economy principles.

• Soulful simplicity: Nordic minimalist luxury — more with less. 

“Sauna is not a trend but a rhythm — breath, heat, silence and release. sauna/ing was born from the wish to bottle that experience in a modern, easy form. There is a clear demand for quality products to use in and after the sauna,” says CEO Piritta Fors. 

Sauna Serum Mist — one of seven new products

The product you wanted before you knew you wanted it is finally here. This spray serum is deeply hydrating, lightweight and forest-fresh. Use after the sauna or anytime during the day when your skin needs moisture, refreshment or glow. 

• Why the test group got hooked: “It’s easy to use, feels lovely on skin, calms redness, balances, firms and adds glow. Unisex.”

• Innovative bio-based actives: Origin by Ocean’s OceanBoost™ fucoidan—a natural bioactive extracted from brown algae—supports skin wellbeing, hydrates deeply, soothes and strengthens the skin barrier.

• How to use: Mist over face and décolleté right after the sauna, or as a daily refresher. 

Piritta Fors, CEO & co-founder

piritta@finnishsaunashop.fi | +358 50 303 0694

IG: @saunaing_fromfinland | www.sauna-ing.com