Interview: InuaCare.
Discover how InuaCare stands out with their handpicked Greenlandic ingredients and deep respect for nature, making their skincare products truly unique. Learn about their journey from South Greenland to the international market
InuaCare was founded by Pipaluk Nielsen and Anne Mette Koustrup Nielsen, both residents of Qaqortoq in South Greenland. Anne Mette, a trained skin and skincare therapist, and Pipaluk, a professional hairdresser, previously imported products for their respective businesses.
After using these products for a while without seeing the desired results, Anne Mette decided to explore other options. She began researching traditional methods used before imports to Greenland were available.
Anne Mette discovered that certain herbs were effective in soothing scalp irritation, while others could be chewed to relieve throat pain. This sparked her interest, leading both women to delve deeper into the potential of Greenlandic herbs.
Caring for Greenland’s Nature: Sustainable Harvesting of Unique Herbs
Greenland is home to over 500 registered plant species across its vast 2.17 million square kilometres, with a population of just 56,000. These plants grow in harsh conditions, enduring cold winds and frost for much of the year. InuaCare ensures that when they harvest these herbs, it’s done with great care, handpicking them in a way that allows the plants to continue thriving. Their philosophy centers on maintaining a balance with nature, ensuring the plants can regenerate and continue to grow.
InuaCare entered the Danish market in 2022, and that same year, one of their products was nominated for the Danish Beauty Awards in the "Care and Protect" category. Soon after, the brand gained popularity in Greenland, with customers preferring Anne Mette’s hand-crafted products over imported ones from other well-known brands. Pipaluk joined the business, contributing her expertise to develop hair care products. Within a few years, InuaCare expanded to offer six different products.
Both Anne Mette and Pipaluk reside in Greenland, where they lead product development. Nanna Louise Haagen, COO, is based in Denmark and visits Greenland once a year.
Greenlandic Herbs: Nature’s Secret to Stronger Skincare
“Several Greenlandic herbs have extraordinary properties. For example, the herb Quajaasat is rich in antioxidants, and studies show that its antioxidants are three times more effective than regular vitamin C,” Nanna Haagen of InuaCare.
Expert Harvesting: How InuaCare Ensures a Sustainable Future
InuaCare employs a dedicated team trained in the delicate process of handpicking herbs. The staff is educated on the best times and methods for harvesting, ensuring the herbs are picked at the optimal stage of their growth.
“In this way, we protect the environment and ensure plant growth for many years to come,” Nanna Louise Haagen, InuaCare.
The herbs are primarily found in South Greenland, meaning InuaCare can only harvest during the short growing season. With the season now over for the year, the next opportunity to handpick herbs won’t be until late June 2024. This limited timeframe means InuaCare must accurately predict demand in order to balance their resources, Nanna explains.
Greenland on the World Map: InuaCare’s Export Adventure
“At InuaCare, we aim to put Greenland on the global map by boosting exports that go beyond the typical industries, like fishing. We want to contribute something different,” Nanna Louise Haagen, InuaCare.
InuaCare operates in a highly competitive industry with many players. As a relatively small brand, being discovered by larger retailers is crucial for their growth. Nanna describes the industry as heavily reliant on networking, which is why InuaCare leverages ambassadors in both Denmark and Greenland to increase brand awareness.
“Arctic ingredients are somewhat underrated in the industry, and that’s why we hope to be discovered,” Nanna Louise Haagen, InuaCare.
Entrepreneurial Advice from InuaCare: How to Achieve Success
Nanna shares some valuable advice for aspiring entrepreneurs:
"Reach out to people who have achieved what you aim for. Look up to those who are doing well and learn from their experiences. Be clear and sharp about what you offer. Utilize your network and learn from others. When starting out, focus on what you excel at and find strategic partners to help with areas where you may be less skilled.
Move carefully to avoid making too many mistakes. Work hard and believe in your vision. It’s your passion and vision that will drive your business until others join in," Nanna Louise Haagen, InuaCare.
Effective Solutions: InuaCare’s Collaboration with pensopay
“Surround yourself with partners and solutions that work and save you time, so you can focus on your core business and what you’re good at. The most important thing is that it works. If something doesn’t work or you have questions, it’s crucial to get quick support.
We contacted pensopay once, and the issue was resolved in no time. Fast, responsive, and accommodating are the key words for the service we experienced,” Nanna Louise Haagen, InuaCare.
Thank you, Nanna, for the conversation. We are very proud to call you and InuaCare our partner.
Team pensopay
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