Heritage
A house, in its own words
OMR Beauty was founded in Stockholm in 2023 by Omar Rudberg, a Venezuelan-born Swedish artist and actor who first rose to international attention through his role in the Netflix series Young Royals. Rudberg began life as Omar Gonzalez, moving from Venezuela to Sweden with his mother Wilnur as a child, a detail he has marked permanently with a tattoo bearing her name. He established OMR as a personal creative venture beyond music and acting, co-owning the brand with his close friend and Young Royals co-star Edvin Ryding. The two actors share a documented passion for self-expression that shaped the company's early direction. The house debuted with a single unisex fragrance, an unusual launch strategy that signaled from the outset a willingness to bypass category conventions. Since that first release, the catalog has grown thoughtfully through numbered or named additions such as Duo, the Intro perfume oil trio, the Brunch, Lunch, and Dinner perfume oils, Fluid, and a candle edition called Copper introduced in 2026. The brand's X (formerly Twitter) account, @omrbeauty, joined the platform in September 2022, suggesting pre-launch community building preceded the official 2023 debut. Though still young, OMR has positioned itself as a project rooted in personal identity, friendship, and creative autonomy rather than commercial scale. OMR Beauty's creative direction centers on the idea that fragrance should function as an extension of personal identity rather than a marker of gender, season, or occasion. The founders have spoken publicly about a shared interest in self-expression shaping the brand, and the decision to launch with a unisex fragrance was a deliberate signal of that intent. Rudberg's own background as a performer who moves fluidly between music, acting, and visual art informs the way OMR treats scent less as a luxury commodity and more as a form of personal storytelling. The collection's naming choices, from the meal-themed Brunch, Lunch, and Dinner perfume oils to the evocatively titled Copper, suggest a curatorial sensibility that favors narrative over taxonomy. Rather than building a sprawling catalog, the house appears to favor quiet, intentional expansions that build on its founding premise: that fragrance can be both intimate and expressive, worn for oneself rather than performed for an audience.