Normal Hand Soap

Normal is a Danish discount retail chain that offers a wide variety of personal care and household products. While the brand originates from Denmark, their private-label products, such as soaps and cosmetics, are manufactured through various partners across Europe and Asia to maintain a competitive price point.

The brand was founded in Silkeborg, Denmark, in 2013 and has since expanded rapidly across Northern Europe. The ownership remains under the original founding team alongside major investment from Danish business interests. The products are designed to provide high quality at a lower cost than traditional name brands.