The Beginning
It all started a long time ago - at least ten years ago, perhaps even in childhood - with my fascination for beautiful things. Not the expensive or shiny kind, but the ones we so easily overlook, even though they deserve a pause and a lingering glance.
Ten years ago, I moved to Japan with my family because of my husband’s work. As clichéd as it may sound, I felt immediately at home. The civility, tranquillity, humility and self-sufficiency of the people of this island nation were deeply striking. At the same time, so much felt familiar to me as a Finn. The appreciation of nature, silence, bathing culture and respect for personal space all felt deeply recognisable. We were not surprised by crowded yet completely silent subways, or by understated parks without plastic attractions and spinning rides. A few stones, a bush and a swing. Ascetic, perhaps even boring to some - but to me, beautifully simple and full of imagination.
When we moved back to Finland after five years, it felt as if nothing had changed. The products on the shelves were the same - perhaps with a few more seasonal flavours added. But where was Finland’s clean nature? Where were the organic raw materials? Where was the design we had proudly spoken about abroad, convinced it was among the finest in the world? Certainly not on supermarket shelves. In my local shop, I kept returning to the same thought: it was almost impossible to find everyday products that were made from pure ingredients, produced in Finland and aesthetically beautiful.
That was how SEES was born - from a desire to bring serenity into the middle of everyday life.
As the first year unfolded, I often thought that this must be the point where many entrepreneurs give up. Even simple things become difficult when you are solving them alone. Early on, I decided that I wanted to build a network of people around SEES - people with whom I could think, create and solve things together. I looked for the best partner in every field: the right graphic designer, photographer, chemical expert and more. Looking back, that was one of the best decisions I made.
During the first year, the products found their ingredients and formulations. The visual identity began to take shape around two things I deeply value: the purity of Finnish nature and the quiet simplicity of Japanese aesthetics. From the beginning, we chose to work only with genuine essential oils, and that decision has guided our work to a remarkable degree. Artificial fragrances would have been the easier route, but we wanted to create something with real value - products that enrich everyday life through authentic scent. In the second year, we opened our online store.
Today
Today, SEES products are sold in dozens of stores across Finland in addition to our own online store. Interest from Japan came fairly quickly, and in the summer of 2021 our products were launched in 19 stores across the country. A dream had become reality.
In the beginning, I received all kinds of advice: trust no one, put everything in writing, foreign markets are difficult. I both agree and disagree. Yes, there have been good contracts and bad contracts. But in principle, I still believe that companies operating in Finland are worthy of trust. Working with smaller businesses is often easier, more personal and more transparent. What has surprised me most is how openly people are willing to help and share their knowledge. Finland has a strong entrepreneurial spirit and a genuine will to make things happen.
What Comes Next
Our young company has had a better start than I ever dared to hope for. My desk is full of new possibilities, ideas and scent combinations. Yet in the midst of all this growth, the most important thing remains the same: to listen to the tired parent standing in a supermarket aisle, without the time or energy to study an INCI list in detail, but who still wants to choose a product that is responsibly made, beautiful, high in quality - and made in Finland.
To me, a product must offer real pleasure in ordinary moments. It should not simply function well; it should make everyday routines feel better. Even doing the laundry should feel just a little more enjoyable.
On the days when entrepreneurship feels heavy and my confidence begins to waver, I think about the feedback we receive from our customers. One message about our hand soap, in particular, has stayed with me:
“I hide the soap bottle from the children and only bring it out when guests come over. Sometimes I even go and smell it just for the pleasure of it. I’m hooked - thank you for making my busy years a little brighter.”
When I think of words like these, I know that in at least one essential way, I have succeeded. It makes me both happy and inspired. Everyday life and happiness are built from small things in the middle of all the rush. In those moments, we want to be present - bringing joy not only to the eye, but also to the mind.
SEES - in harmony with everyday life.
Elisa Koivumaa
SEES Company
Photos: Sanna Lehto
