Fragrance house

OMR Beauty

Founded in Stockholm in 2023 by artist and actor Omar Rudberg, OMR Beauty grew from Rudberg’s longstanding interest in beauty and his ambition to build a fragrance-led brand. Its creative identity is expressed through scents that resist conformity, encourage individuality and play, and present beauty beyond conventional boundaries. OMR Beauty launched publicly on 22 November 2023 with Intro, its first fragrance. Presented as unisex, Intro was described as an extension of Rudberg’s identity and an expression of being unapologetically himself. In June 2024, the brand released Duo, its second perfume, created as a collaboration between Rudberg and actor Edvin Ryding. Ryding had joined OMR early, helping select Intro’s bottle and contributing to Duo’s visual storytelling and scent concept. In 2026, he entered an equal partnership with Rudberg.