Our Story

Discover the journey behind Wauw Cosmetics

How It All Began

Wauw Cosmetics was born from a simple idea: skincare should be effective, simple, and beautiful. Founded in 2020 by Emma Jensen, a minimalist at heart and a skincare enthusiast, our brand stems from the belief that less is more.

After years of struggling with complicated skincare routines and products filled with unnecessary ingredients, Emma decided to create a line that focused on what truly matters—quality ingredients that work with your skin, not against it.

The name "Wauw" comes from the Danish expression of amazement and wonder, reflecting our desire to create products that inspire the same reaction when you see the results on your skin.

How it all began - Wauw Cosmetics founding story

Our Philosophy

Minimalism

We believe in the power of simplicity. Our formulations contain only what's necessary, nothing more, nothing less. By focusing on essential ingredients, we create products that are effective and gentle on the skin.

Quality

We never compromise on quality. Each ingredient is carefully selected for its efficacy and sourced responsibly. Our products are formulated to the highest standards to deliver visible results.

Transparency

We believe in being honest about what goes into our products. We openly share our ingredients, sourcing practices, and the science behind our formulations because we want you to feel confident about what you put on your skin.

Our commitment to sustainability and quality

Our Commitment

  • Sustainability: We're committed to reducing our environmental impact through sustainable packaging and responsible sourcing.
  • Cruelty-Free: None of our products or ingredients are tested on animals, ever.
  • Clean Formulations: We avoid potentially harmful ingredients like parabens, sulfates, and synthetic fragrances.
  • Inclusivity: Our products are designed to work for all skin types and tones.