People & Rituals: Martin Lyne, Founder

What inspired the creation of woods_ copenhagen?

woods_ copenhagen started with a personal journey. When my daughters struggled with severe atopic eczema, I became fascinated by understanding how the skin works and what it truly needs to stay healthy. That curiosity led me to explore the relationship between nature, science, and skin health. What began as a search for answers became the foundation of woods_ copenhagen: creating products that support the skin rather than overwhelm it.

Which was the very first product woods_ launched – and why?

The very first product we launched was Daily Hydra Cream. The idea was simple: we wanted to create a face cream that combined the best of nature with proven skincare science. A cream formulated with effective active ingredients and nourishing cold-pressed oils from a mix of berries to deeply hydrate the skin, strengthen the skin barrier, and help maintain its natural balance. That was really the foundation of woods_ copenhagen from the very beginning. We wanted to prove that you don’t have to compromise. That it’s possible to create high-performance skincare inspired by nature’s own intelligence and refined by modern science—without unnecessary ingredients. For me, it has always been about creating products that make a real difference to the skin over the long term.

How would you describe the philosophy behind the brand?

Our philosophy is simple: work with the skin, not against it. We believe healthy skin comes from supporting its natural ability to protect, repair, and adapt. Every formula is designed to strengthen those natural processes through a combination of carefully selected ingredients and scientific expertise.

Why does Nordic nature play such an important role in your products?

Growing up in the Nordics, nature was always part of my life. What inspires me today is not only the beauty of Nordic landscapes, but also the intelligence behind them. Plants and organisms that survive harsh climates have developed remarkable ways of protecting and repairing themselves. We study those mechanisms and translate them into skincare that helps strengthen the skin's own resilience.

What does beauty mean to you?

Beauty is feeling comfortable in your own skin. It's not about perfection or chasing trends. It's about confidence, balance, and taking care of yourself in a way that feels sustainable over time.

How do nature and science coexist within the brand?

For us, nature and science are inseparable. Nature provides the blueprint, while science helps us understand and refine it. We use scientific research to identify the most effective ingredients, optimize their performance, and create formulas that deliver meaningful results while respecting the skin.

What is a daily ritual you never skip?

Hydration. It's one of the simplest but most important ways to support healthy skin. Whether through skincare, water, or simply taking a moment to slow down, maintaining balance is something I prioritize every day.

Which three products do you use every day and couldn’t live without?

I like to keep my routine fairly simple.
•    Daily Foaming Cleanser – a great cleanser is the foundation of any skincare routine.
•    Skin Perfector – because it keeps my skin smooth, clear, and even.
•    Daily Hydra Cream in the summer, and Ultra-Rich Cream during the colder months when my skin needs extra nourishment and protection.

What do you hope people feel when they use woods_ copenhagen?

I hope they feel comfortable and confident in their skin. But beyond that, I hope our products create small moments of pause in busy days - moments that reconnect people with themselves and make skincare feel less like a routine and more like an act of self-care.

What is the future of beauty?

I believe the future belongs to transparency, education, and long-term skin health. Consumers are becoming increasingly informed and selective. They want products that are effective, responsible, and backed by real knowledge. The brands that succeed will be the ones that help people understand their skin, not simply sell them more products.