Flora & Friends Hand Soap Jasmine Refill

Flora & Friends is a private label brand primarily available in Northern Europe and the Nordic markets, often found in retail chains like Rusta. The brand focuses on personal care products with a focus on affordability and eco-friendly packaging, such as this 75% less plastic refill pouch.

While the branding appeals to a European aesthetic, the manufacturing is typically outsourced to Southeast Asia, particularly Thailand, where many such personal hygiene items are produced. The brand is managed as a private label, meaning its ultimate ownership lies with the retail groups that distribute it, most notably the Rusta group, which is headquartered in Sweden.