Iduna is the pioneer of Empathetic Performance Skincare. We create biocompatible formulas that feel like they were made for your exact skin type—because they actually were.
I started Iduna because I got tired of choosing between the two.
For years, my skin was chronically dry, accentuated by frequent handwashing tied to OCD, and Raynaud's syndrome, which restricts blood flow to your hands and extremities. Between the two, my skin wasn't just losing moisture. It was losing its barrier repeatedly, and the nutrients it needed to repair itself, faster than I could replace them.
I tried almost everything on the shelf. Most of it was some combination of greasy, uncomfortable, ineffective, or overpriced, and sometimes all four at once. A few actually left my skin worse than before I started!
So I started making my own.
It turned out I had a knack for it! The formulas I made for myself felt better than anything I'd bought, and worked better, too, especially because they were built entirely from natural, barrier-respecting ingredients, which cooperate with skin instead of fighting it. I launched Iduna Skincare in 2023, went back for more chemistry coursework, earned my esthetician's license, and haven't stopped refining since. Every formula gets held to the same rigorous standards before it earns a spot in the lineup: work with skin instead of against it, feel good enough that you actually want to use it, replace more of your routine than it adds, while never hiding behind a vague ingredient list.