The Zurich-based label for sustainable premium textiles, Skin Euphoria, is strengthening its brand leadership: Hanna Åkerström, co-founder of the Swiss natural cosmetics brand Soeder, assumes the newly created role of Director of Brand and Partnerships with immediate effect.
With her appointment, Åkerström brings extensive experience in building a consistently sustainable brand to the textile sector. At Soeder, she was responsible for brand development, the establishment of the company’s production structure, as well as the conception of the Soeder Factory and its retail stores. The company is widely regarded as a pioneer of refill systems in the hotel and retail sectors.
“Sustainability must not be an additional promise – it has to be built into the structure,” says Åkerström. “Textiles accompany us every day, yet their impact on resources, supply chains and washing processes is still underestimated in the hospitality industry.” At Skin Euphoria, her focus will be on brand leadership, strategic partnerships and the further development of transparent and circular value chains. The aim is to establish new standards for material quality, durability and process optimisation, particularly within the premium segment.
Skin Euphoria was founded in Zurich in 2025 by Bert Goren. The company develops high-quality textiles for the hospitality sector and private customers, including terry towels, bed linen and wellness accessories, relying exclusively on 100% natural materials and European production. As a “Trusted Startup” of HotellerieSuisse, the brand works closely with hotels and laundries.
Founder Bert Goren brings 15 years of international experience in marketing and guest experience at airlines including KLM, Etihad Airways and Swiss International Air Lines. “With Hanna Åkerström, Skin Euphoria gains an entrepreneur who combines strategic and operational expertise in sustainable brand building,” says Goren. “Together, we want to demonstrate that quality, design and ecological responsibility in hospitality are not mutually exclusive.”
With this expansion of its leadership, Skin Euphoria further strengthens its position at the intersection of hospitality, design and sustainable production while continuing to develop partnerships within the Swiss hotel industry.
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