Our Story

Sometimes, a new beginning starts when life doesn't go quite as planned.

After 11 years of working in IT, I moved to Norway expecting to continue building the career I had worked so hard for. But things didn't happen the way I had imagined.

At the same time, I was finding my footing as a mother. Like many women, I found myself giving so much of my time and energy to my family that I sometimes forgot to take care of myself.

During my postpartum journey, I struggled with changes in my skin and with my confidence. It made me wonder how many other women were experiencing the same thing.

For a while, it felt like I was being pushed away from the path I had spent years building. Eventually, I began to see it differently.

Maybe I wasn't being held back. Maybe I was being redirected.

While developing a cream, which is still in the works today, I started making soap at home. At first, I made it for myself because of hormonal breakouts, and for my son, who was already using creams for his eczema. I wanted to create something simple and gentle that he could use during bath time.

What began as something for our family slowly became a passion.

I started learning about oils, ingredients, and the art of cold-process soapmaking. I experimented with different formulations, refined my recipes, and became more intentional about every bar I made.

That was the beginning of PINAÉ Beauty.

Inspired by Nordic simplicity and the beauty of the Arctic, PINAÉ Beauty is about thoughtful skincare, simple rituals, and making time for yourself.

But more than that, it is about believing in yourself and having the courage to start again.

You can change direction after years on one path. You can discover new dreams in the middle of motherhood. You can start with something small and see where it takes you.

You don't need to have everything figured out before you begin.

PINAÉ is my reminder that sometimes a change of direction isn't the end of your story. It can be the beginning of something beautiful.

I hope it reminds you of that too.

Take care of yourself. Believe in yourself. And never be afraid to begin again.

Welcome to PINAÉ Beauty. 🤍

Jennychel
Founder & Owner, PINAÉ Beauty