OMR Beauty

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Swedish vegan unisex fragrances from celebrity founder Omar Rudberg, focused on playful identity and everyday wear.

Celebrity Official Website

About OMR Beauty

OMR Beauty is a Swedish fragrance and beauty brand founded in Stockholm in 2023 by artist and actor Omar Rudberg. The brand launched its first product, the unisex fragrance Intro, on November 22, 2023, positioning scent as a tool for self-expression and identity rather than a traditional gendered accessory. From the outset, OMR Beauty has focused on vegan, genderless formulations and collaborates with experienced perfumers and carefully selected manufacturing partners to deliver polished, high-quality compositions.

The brand’s fragrance portfolio has grown from Intro into three main lines: INTRO, DUO, and the Occasions Collection. DUO, developed in collaboration with actor Edvin Ryding, reflects his long-standing involvement with the brand and was first released as a limited edition fragrance on May 23, 2024 before returning in later runs and formats. The Occasions Collection introduced perfumed oils such as Brunch, Lunch, and Dinner in late 2024, expanding OMR’s offering into more intimate, skin-close formats. Subsequent launches, including a DUO perfumed oil in March 2025 and the fragrance Fluid in June 2025, reinforce the brand’s interest in modular, layerable scent experiences.

OMR Beauty consistently frames its products as unisex and inclusive, aiming to serve a broad audience across gender and background. The brand messaging emphasizes creativity, play, and transformation, inviting wearers to move between soft and bold, day and night, and different facets of their personality through fragrance. Retail partnerships, such as distribution through Nordic beauty retailer Lyko and regional online platforms, have helped OMR Beauty bring its vegan, fragrance-led range to consumers across Scandinavia and beyond.

At a Glance

The Brand

Founded 2023
Founder Omar Rudberg
Country Sweden
Category Celebrity

Scent Personality

Sweetness
Moderate
Freshness
High
Boldness
Moderate
Uniqueness
Moderate

Worth It?

Price ££
Value
Moderate
Accessibility
High

Scent DNA

Fresh aromatic Citrus Soft woods Musks
  • OMR Beauty fragrances lean toward clean, fresh and easy-to-wear profiles with a contemporary Scandinavian feel, favoring straightforward constructions over heavy complexity
  • The line often pairs bright citrus and aromatic notes with soft woods and musks, designed to feel gender neutral and adaptable from casual daywear to more social evening settings

Top Notes

Spicy Citrus Herbal Apple Lavender

Heart Notes

Fruity Green

Base Notes

Musk Woody Sandalwood Amber

Typical Performance

Longevity
Moderate
Projection
Moderate

Positioning

A celebrity, mid house known for fresh aromatic compositions.

How It Compares

Who It's For

Best For

  • Younger fragrance consumers and fans of Omar Rudberg
  • Casual daytime wear and social occasions
  • Unisex, gender-neutral scent preferences
  • Layering with other light, modern fragrances
  • Entry-level users exploring fragrance beyond traditional designer lines

Strengths & Weaknesses

Strengths

  • Clear unisex positioning and inclusive messaging backed by vegan, cruelty-conscious production.[2][8][11]
  • Modern fresh aromatic style that is easy to wear and broadly appealing, especially for younger demographics.[7][11][12]
  • Cohesive storytelling across lines like INTRO, DUO and Occasions that ties scents to specific moods and situations.[2][6][9]
  • Accessible price point compared with luxury houses while still emphasizing quality ingredients and perfumer collaboration.[4][7][12]

Weaknesses

  • Limited overall range compared with established designer or niche brands, which restricts choice for more experienced collectors.[1][2][6]
  • Scent profiles focus on safe, fresh and approachable themes, which may feel too conventional for those seeking highly distinctive or challenging compositions.[4][7][12]
  • Celebrity-led branding can overshadow the perfumery itself for some enthusiasts who prioritize nose and formula over persona.[8][10][11]

Brand Evolution

OMR Beauty started in late 2023 with a single flagship scent, Intro, which set the tone for a fresh, citrusy and unisex signature. The brand quickly broadened into DUO and the Occasions Collection, adding limited editions and perfumed oils that explore different formats and social contexts, from brunch to dinner. Over 2024 and 2025, OMR shifted from one-off launches to a more structured line-up, revisiting successful concepts like DUO in new forms while introducing Fluid to expand its olfactory palette. The increasing involvement of co-owner Edvin Ryding and collaborations with world-class perfumers suggest a gradual move toward a more mature, stable brand identity while keeping its playful, youth-oriented core.

Quick Verdict

OMR Beauty is a tight, well-focused celebrity fragrance brand that delivers approachable, vegan unisex scents with strong identity-driven storytelling. It will appeal more to fans of fresh modern perfumes and Omar Rudberg’s work than to hardcore niche collectors chasing complexity.

OMR Beauty Perfumes