Interview: InuaCare.
InuaCare sources local ingredients directly from Greenland’s rugged terrain, always with the utmost respect for nature. What began in South Greenland has since blossomed into an international success.
The brand was founded by Pipaluk Nielsen and Anne Mette Koustrup Nielsen, both living in the town of Qaqortoq in South Greenland. Anne Mette is a certified skincare and beauty therapist, while Pipaluk is a trained hairdresser. Before launching InuaCare, both women imported products to use in their respective businesses.
However, after giving imported products a fair chance and still not seeing the desired results, Anne Mette decided to try something different. She began researching traditional methods used in Greenland before imported goods became readily available.
Her research led her to local herbs that had long been used to soothe scalp irritation or relieve sore throats. These natural remedies became the foundation of what would later evolve into InuaCare.
Respecting Greenland’s Natural Resources
Greenland is home to more than 500 registered plant species. With a landmass of over 2.1 million square kilometers and a population of just 56,000, there’s no shortage of wild nature. These plants survive in extreme conditions, enduring long periods of frost and strong winds. That’s why InuaCare treats nature with care, harvesting all herbs by hand in a way that ensures sustainability. Their philosophy is simple: the plants must be able to thrive long after they’ve been picked.
InuaCare entered the Danish market in 2022, and one of their products was nominated for the 'Care and protect'-award at the Danish Beauty Awards that same year. The brand quickly gained popularity back home in Greenland. Many customers preferred the products Anne Mette had created herself over the imported alternatives from well-known brands.
As InuaCare grew, Pipaluk joined the business full-time and began developing haircare products. Today, the brand offers six distinct products. Anne Mette and Pipaluk continue to live and work in Greenland, where they focus on product development, while COO Nanna Louise Haagen—based in Denmark—visits the team in Greenland annually.
Greenlandic Herbs: Nature’s Secret to Stronger Skincare
"Some of Greenland’s native herbs have truly remarkable properties. For example, Quajaasat is packed with antioxidants—research shows that its antioxidant capacity is three times more potent than regular vitamin C,” Nanna Haagen InuaCare.
How InuaCare is Creating a More Sustainable Future
InuaCare has built a skilled team of employees trained in the proper way to hand-harvest herbs. They know exactly what to look for—when the plants are at their best and how to pick them in a way that ensures healthy regrowth.
“This approach helps us protect the environment and ensures plant growth for years to come,” Nanna Louise Haagen, InuaCare.
Since most of the herbs are found in South Greenland, harvesting is only possible during the short plant-growing season. With the season ending for this year, InuaCare won’t be able to pick again until late June 2024. As a result, the team needs to be strategic about predicting product demand based on available resources.
Putting Greenland on the Map: The Export Journey of InuaCare
“At InuaCare, we want to help put Greenland on the map and contribute to the country's exports—beyond the traditional industries like fishing. We want to offer something different,” Nanna Louise Haagen, InuaCare.
While the skincare market is highly competitive, InuaCare is still a relatively small player. For that reason, being discovered by major retailers is crucial. Nanna describes the beauty industry as highly network-driven. To boost visibility, InuaCare works with ambassadors in both Denmark and Greenland.
“Arctic ingredients are still a bit overlooked in this industry. So we’re hopeful that our time to shine is coming,” Nanna Louise Haagen, InuaCare.
Startup Advice from InuaCare: Tips for Entrepreneurs
Nanna shares a few key lessons for other aspiring entrepreneurs:
“Reach out to people who’ve already done what you’re aiming to do—those you admire and can learn from. Use their experience to your advantage. Be clear about your vision and play to your strengths. Surround yourself with strategic partners who can support the areas where you’re less confident.
Take one step at a time so you don’t make unnecessary mistakes. Work hard and stay true to your vision. In the beginning, it’s your belief in the project that will carry it forward—until others believe in it too,” Nanna Louise Haagen, InuaCare.
InuaCare’s Experience with pensopay
“Surround yourself with partners and solutions that work—ones that save you time so you can focus on your core business and what you’re truly good at. The most important thing is that things work. And when they don’t, getting fast and helpful support is essential.
We’ve only had to contact pensopay once, and the issue was resolved in no time. Quick, friendly, and solution-oriented—that’s how I’d describe the service we received," Nanna Louise Haagen, InuaCare.
Thank you so much for the chat, Nanna. We’re proud to call you and InuaCare one of our valued partners.
Team pensopay
Read about more great entrepreneurial advice from our customers.
