Interview: Sigrid Osvald of Gun Ana
Sigrid Osvald is a self-described skincare enthusiast who co-founded Gun Ana with Kajsa Regnér in 2020. Drawing on her experience as a product manager at H&M and Björk and Berries, she set out to redefine the way we think about sun protection, repositioning it as an essential step in everyday skincare, all year round.
Gun Ana offers a streamlined edit of creams, sprays, and sticks for face and body, thoughtfully designed to shield against UV rays, blue light, pollution, and environmental stressors, while supporting the skin’s barrier and delivering lasting hydration.
We caught up with Sigrid to discuss building a purpose-led brand, her go-to skincare staples, and what’s next for Gun Ana.
What inspired you to create Gun Ana?
Kajsa and I met during a season in the French Alps, and we quickly bonded over our love for the outdoors. Spending so much time outside, we realised how much your skin goes through in different environments — harsh sun, wind, cold, pollution. We felt there wasn’t a skincare brand out there that truly supported an active lifestyle in a simple and effortless way. So, we decided to create one. That’s how Gun Ana was born, a brand built around protection, hydration, and multifunctionality for life outdoors.
What product makes the best introduction to the brand?
If you’re new to Gun Ana, I’d say start with our Face Cream SPF 50. It’s the product that sums up everything we stand for: it protects, hydrates, and strengthens the skin, all in one step. Plus, it’s lightweight and non-greasy, so you barely feel it on the skin. If you’re someone who wants skincare that truly works without needing ten different steps, this is the one.
What has been the biggest highlight?
One of the best things is seeing how people are using our products in their daily lives — on hikes, ski trips, city runs, or just in their bathrooms! We wanted to create skincare that fits seamlessly into an active lifestyle, and seeing our community embrace that has been incredible.
What advice would you give to those wanting to launch their own beauty business?
Be patient and trust the process! It’s so easy to compare yourself to others and feel like you need to have everything figured out from day one, but building a brand takes time. Focus on creating something meaningful, something that truly solves a problem. Also, surround yourself with people who believe in your vision. There will be challenges, but if you’re passionate about what you’re building, it’s all worth it. And remember to celebrate the wins!
What’s next for Gun Ana?
We’re expanding our range with even more multifunctional skincare, including barrier-strengthening face and body products. We really believe that less is more when it comes to looking after your skin, and we’re on a mission to create simple yet effective solutions that promote good skin health and sustainable consumption.
What does your daily skincare routine look like?
I like to keep it simple but effective. In the morning, I cleanse with our new Reset Cleansing Balm (launching in April 2025), apply our Protective Face Mist for extra hydration during colder months, and finish with our Face Cream SPF 50. In the evening, I cleanse with our Reset Cleansing Balm again and apply a rich night cream like Augustinus Bader’s The Rich Cream. For the body, I always apply our Body Repair Serum after showering.
What are three beauty products you cannot live without?
- Augustinus Bader The Rich Cream: this is my go-to nighttime moisturiser.
- Westman Atelier Vital Skin Care Complexion Drops: these are perfect for creating a natural, effortless look.
- Gun Ana UV Stick SPF: I always keep one in my handbag for on-the-go sun protection. It’s perfect for quick top-ups throughout the day.
What’s the biggest skincare lesson you’ve learned?
That protection is the best anti-ageing strategy. SPF is non-negotiable, no matter the season. Also, hydration and barrier support are just as important as actives for maintaining healthy skin.
What person or brand would you love to collaborate with?
We would love to collaborate with a sports brand like Adidas or an outdoor brand like The North Face! It would be really cool to do super customised SPF packaging.
What’s not getting the attention it deserves in the beauty industry right now?
Barrier health. With so many active ingredients trending, many people are unknowingly compromising their skin’s natural defences. A strong, healthy skin barrier is essential, and barrier-focused skincare should be a bigger conversation.
Gun Ana is available in the UK at cultbeauty.co.uk and in the US at gun-ana.com.