Lumire is an independent beauty editorial platform published from Helsinki, Finland. We create honest, research-backed guides for readers across Finland, the Nordic countries and wider Europe.
Who We Are
Lumire is created by the team behind Happy Oskar, a beauty salon in Helsinki founded in 2018, offering hair, nail, lash and body care services. Working with clients every day through long, dark Finnish winters, we see the same questions again and again: dry and irritated skin, brittle hair, static, and which products are actually worth buying.
Lumire is where we answer those questions properly, for readers well beyond our salon chair.
What We Do
We publish editorial guides and shopping comparisons to help readers make informed decisions about skincare, beauty tools and hair care. Our coverage considers practical factors that matter to European shoppers, including climate, ingredients, shipping availability, VAT and returns policies.
Lumire does not sell products. When you choose something we cover, you buy it directly from the retailer.
Our Editorial Principles
- Independence: Our editorial recommendations are not for sale. Affiliate relationships and brand partnerships do not determine what we recommend.
- Honesty about testing: We say clearly when we have used a product ourselves and when a recommendation is based on research. Read How We Research.
- Transparency: When we use affiliate links or publish sponsored content, we say so clearly. See our Affiliate Disclosure.
- Accuracy: We do not publish unverified claims, fake reviews or invented metrics, and we correct mistakes when we find them.
Work With Us
We welcome inquiries from brands, PR agencies and affiliate networks whose products are relevant to our readers. Learn more on our For Brands page.
Contact
Editorial and general inquiries: lumire.fi@gmail.com
Helsinki, Finland