The Danish content creator's first foray into beauty will not only revolutionise shower routines, but the sleek design is set to elevate every bathroom shelfie – we (exclusively) find out more about Mathilde Gøhler's new brand Blid
Mathilde Gøhler is a woman of many talents. Not only is she an influencer (with a staggering 1.3 million followers on Instagram) and a flourishing model, but she is also a dedicated mother to her two daughters and the co-founder of both the Social Works branding agency and the My Foundation charity. And now the Dane has embarked on a new and ambitious venture. After years of conceptualising, researching, meeting with biochemists, and brand testing, haircare brand Blid Care launches on June 6th.
In an interview with Vogue Scandinavia ahead of the launch, Gøhler describes feeling “excited, a bit nervous and incredibly thrilled.” Three years in the making, Gøhler first thought of the idea behind Blid (which directly translates to ‘gentle’) when she tried to find pregnancy-safe products to keep her hair healthy throughout modelling. Striking out, she decided to create the brand she was missing. Reflecting on the process, she shares, “It quickly became my goal at Blid to create a brand that delivers exceptional care, focusing on well-being and effectiveness, and to meet both my personal needs and those of others looking for reliable hair care solutions.”
Mathilde Gøhler, founder of Blid Care. Photo: BLID Care
As much as launching an entirely new brand can be frightening, I am so confident and proud of these formulations and can now only watch with excitement as my new baby sees the world for the first time.
Mathilde Gøhler
Blid Care debuts with three products: shampoo, conditioner, and a hair mask. While Gøhler dreams of one day expanding the product line, these fundamental components were a natural starting point, with “passion, dedication, hard work and countless hours of researching” going into “perfecting the formulas.” Every product is vegan, allergy-certified, and perfume-free, speaking to Gøhler’s “conscious choice to exclude things that don’t align with [her] own beliefs and values like animal testing, harsh chemicals and hormone disruptors.”
Photo: BLID Care
Photo: BLID Care
Committed to making high-quality, gentle, and reliable products, each Blid formula is crafted in Denmark with the finest ingredients. Danish sensibilities have made their way into more than just the production of Blid; the minimalistic design of the products would be perfectly at home in a Scandi spa. The soothing shampoo, detangling conditioner, and fortifying hair masque are all as easy on the eyes as they are on the hair. Indeed, the products work gently but effectively on all hair types, making safe, healthy options available to every customer.
In a market crowded with chemical formulas and loud packaging, Blid is a breath of fresh air, promising to deliver on both form and function. After all, for Gøhler, Blid Care is more than just a brand. “It’s a promise of quality, transparency, and dedication,” she says, “As much as launching an entirely new brand can be frightening, I am so confident and proud of these formulations and can now only watch with excitement as my new baby sees the world for the first time.”
Blid Care is available from June 6th online.