It all started with a hand sanitizer.
At the outset of the Covid-19 pandemic, Breitling CEO Georges Kern found himself using more hand soap and hand sanitizer than he’d ever used in his life—just like the rest of us. To help stave off the dryness and irritation that came with increased hand-washing, Kern’s wife Monika introduced him to a growing Swiss skin care brand called Soeder, known for using natural ingredients and its products’ decadent, earthy scents. And it wasn’t long before he met the people behind the brand.
“By chance, through I don’t know how many different connections, I got to understand that they were looking to expand and that they would [need to] increase capital,” Kern said during a recent Zoom call. “And then I met the founders, and I like them a lot. They have a very clear idea of what the brand should be. I think it has huge potential.”
On Thursday, Kern announced that he’s taking his relationship with Soeder to a new level. No longer satisfied to be just another customer, Kern led a round of funding to help the brand’s co-founders, couple Johan and Hanna Olzon-Åkerström, and its chairman Konrad Bergström, expand the brand. (The terms of the deal were not disclosed, but in a conversation with Robb Report, all four of the major stakeholders seemed to be pretty happy about it.)
Soeder’s production facility in Zurich.
To prepare for future growth, the brand has already built a larger factory, which enables it to keep tight control of quality and to increase how many products it can make. “And the next step is then to use this production capability for expansion,” Johan said. “We’re happy to have Mr. Kern on board, who has the experience and can give us advice on building an international brand—or taking a Swiss brand international.”
What sets Soeder apart (other than “Swiss quality,” Kern joked), is an almost zealous commitment to using natural ingredients and age-old, environmentally conscious production methods. The formula for its hero product, a natural soap housed in refillable glass bottles, is inspired by 5,000-year-old Babylonian recipes. Soeder’s soap is filled with cold-pressed, organic hemp, jojoba, almond, castor, coconut, and olive oils, in addition to a variety of aromatics. A 500ml bottle goes for around $45. Since the brand was founded in 2013, its line has expanded to include bar soaps, shampoo, conditioner, and even a facial cream—all of it made in Soeder’s original facility in Zurich.
The brand’s Zurich flagship store.
Tom Licht
Before Kern got involved, Soeder could be a challenge to find. You can buy (and refill) its products at Bergdorf Goodman in New York City, for which it recently made a limited-edition scented soap. Last year, Soeder produced an exclusive hand and face cream for Swiss Airlines’s first-class amenity kits. And while there’s no doubt it could have a bigger footprint, distribution isn’t the only goal. They’re also interested in expanding the product line, and are even working on their first sunscreen.
It’s a move that makes sense, given the recent increase in investment in personal care. Earlier this year, Fendi released its first line of fragrances. Balmain is making waves with a new hair care line. The new partners don’t think that’ll slow down anytime soon.
“The biggest luxury of today is taking care of yourself,” Hanna said. “And we think it starts in the morning in the shower.”