Exhibitor Edit: L:a Bruket at IHS25
Tell us about the origins of L:a Bruket and Sweden’s connection to wellness
L:a Bruket was founded in 2008 in Varberg, a town on Sweden’s west coast known for its 200-year-old spa culture and its deep connection to the sea. Life 
here is shaped by the elements: salt carried in the wind, long Nordic winters, and the constant rhythm of waves. This rugged landscape does not only inspire respect for nature but also teaches balance and resilience - qualities at the heart of Swedish well-being. Our products are a continuation of this tradition. They are made to capture the raw, elemental pleasures of land and sea, and to transform them into simple daily rituals. With a contemporary approach to age-old knowledge, we create formulas where every ingredient has a purpose for body and mind.
What is L:a Bruket’s approach to sustainability and producing organic/natural products?
Sustainability is at the heart of everything we do. We are committed to the COSMOS standard, and our skincare products are 95–100% natural, with ingredients carefully selected for their functional benefits and grown through sustainable agricultural practices.
Beyond our formulations and packaging, we have created long-term pledges that directly support Swedish nature. Through our Forest Pledge, L:a Bruket donates 5% of net worldwide sales from the Spruce collection to Naturarvet, a Swedish foundation that purchases and protects old-growth forest land, preserving it indefinitely. This initiative allows us to give back directly to the landscapes that inspire us, ensuring their vitality for the future.
Lastly, we are proud to share that L:a Bruket is now a Certified B Corporation™. Rooted on Sweden’s west coast, we have always lived close to the elements. Wind, water, and raw nature shape who we are—reminding us that resources are to be respected, not taken for granted. This mindset guides our everyday choices: working with partners who share our values, sourcing ingredients 
responsibly, offering refills, and designing packaging that can be reused or recycled. Becoming a Certified B Corp™ is a milestone in this journey. It reflects our ongoing dedication to people, community, and the environment, while strengthening our resolve to keep moving forward.
Who are some of L:a Bruket’s current hotel clients, and what are the company’s goals for future growth?
L:a Bruket is proud to collaborate with a range of distinguished hotels across Europe, including Fontenille Collection, Chapter Roma in Italy, the Annie Famose Group with Hotel Maistra 160 in the Alps, The Lodge in Sweden, FREIgeist Hotel in Germany, and internationally with Experimental Group. As we grow, we remain highly selective in our partnerships, choosing to work only with premium hotels and retail partners that share our values of authenticity, sustainability, and quality. Looking ahead, our goal is to deepen these partnerships while expanding into new markets that value natural, sustainable, and high-quality guest amenities. We aim to support independent and boutique hotels that prioritize authentic experiences and environmental responsibility, offering tailored solutions that enhance their guest offerings and align with their values.
Why is the Independent Hotel Show a good fit for L:a Bruket?
The Independent Hotel Show attracts hoteliers who value innovation, quality, and distinctive guest experiences- values that are core to L:a Bruket. Our focus on well-being for the reception area, bedroom, and bathroom, sustainable production, and high-quality natural formulations aligns with the show’s emphasis on enhancing guest satisfaction and creating memorable stays.
For decision-makers seeking authentic, premium solutions, we offer more than just amenities- we provide a way to add lasting value to the guest experience through effective skincare, refined scents, and simple self-care rituals. Importantly, our hotel amenities are made with the exact same formulas as our retail products, ensuring guests enjoy the very same premium quality trusted by customers worldwide. The show gives us the opportunity to connect directly with these industry leaders and explore partnerships with hotels that share our commitment to quality and sustainability.
What products will you be showcasing at the show this year?
We will present a selection of our most appreciated hospitality products: natural hand and body care, hair care, and lotions in our signature scents such as Spruce for body,
Lemongrass, and Birch for hair. Refillable solutions and sustainable packaging will also be highlighted, reflecting our belief that true luxury is both sensory and responsible.
Our theme for the 2025 edition of the Independent Hotel Show is ‘redefining luxury’, what role do amenities products play in a luxury guest experience?
Luxury today is about quality, authenticity, and care. Amenities are part of the guest experience, offering simple, natural products that support wellbeing and comfort.
At L:a Bruket, we see amenities as part of a holistic journey of reconnection to yourself. Our scents and formulations are created to leave an impression that extends beyond the stay - a sensory memory that connects the guest to the place and its atmosphere. In this way, amenities become more than functional products; they are moments of care rooted in sustainability, honesty, and genuine comfort.
Visit L:a Bruket on stand 1631 at Independent Hotel Show London on 6-7 October. Register for your ticket here.
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