About us
      

            

Talking about beauty and masculinity in the same sentence is something you rarely do. That is actually the reason why we started EDO.

Do products aimed at men have to be sprayed with "manly" attributes and colors like black & orange packaging or with aggressive names and symbols? We didn't feel at home in it, and we felt we had to do something that appealed to us instead.

Based on sustainability, local production, minimalism and perfectionism, we chose to start developing a brand that challenges today's definition of masculinity. That it would be beauty products was not obvious- but after many and long discussions we came to the conclusion that this was something we just had to do.

"I've always been fixed for TV broadcasts and shows, but never with products that were made for me" was a comment from Danny that became a mantra. Our goal was to create products that in a simple way can make you feel like your best self - every day. It's not about you not being good enough as you are, just about reinforcing what makes you unique.

For three years, we have tested and mixed products in our lab with the idea that our local ingredients could be at least as good as ingredients from the other side of the world. And of course it was. Instead of mixing oils from other continents, we have our base in locally grown oat, cbd and rapeseed oil.

Our products and boxes are of course manufactured in Sweden. And after countless tests, we feel that we have really produced products that make a difference.

We hope you want to try it and that you will be as satisfied as we are!
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Danny & Johan