Fragrance house

Nõberu of Sweden

Nõberu of Sweden began in January 2016 and launched that spring as a Swedish men’s grooming business. Founded by Iman Khalaf, the brand grew during 2016 and 2017 into a broader men’s beauty label spanning beard, shaving, hair, and skin care. Its early public identity also challenged conventional masculine grooming culture: the 2017 “Stoppa skitsnacket” campaign addressed negative machoculture and gender equality in collaboration with Locker Room Talk and footballer Jimmy Durmaz. By 2022, Nõberu of Sweden was part of the Uddetorp Invest group. The brand later adopted the name Nõberu Stockholm to reflect its more international outlook, while its current public presentation is unisex and designed to appeal to everyone. Fragrance has been part of the brand’s vision from the outset, and its newer fragrance direction is unisex, more characterful, and less tied to conventional salon scents. Nõberu Tobacco Vanilla is identified as a signature fragrance, with a sweet-spicy unisex profile centered on vanilla and musk.