About Us

Skincare shouldn’t be complicated.

It should be a moment of peace — a simple, beautiful ritual that helps you reconnect with yourself.

At Finny Rute, we make skincare effortless.

Our clean, vegan, cruelty-free collection pairs botanicals' natural power with mindful rituals designed to nourish your skin and your spirit.

Because when skincare is easy, intentional, and rooted in self-love, it becomes more than a routine — it becomes a path to growth, resilience, and radiant transformation.

What Does Finny Rute Mean?

Finny Rute was born from the belief that beauty begins at the root. The name represents both growth and transformation— "Finny" symbolizing the flow and fluidity of nature, and “Rute” representing roots, the foundation of all growth.

Our brand is a tribute to nature’s ability to nourish and transform.

Every product we create is inspired by the natural world, using nutrient-rich ingredients to feed the skin from within, just as seeds feed the root.

By focusing on the root, we honor both the natural process of growth and the power of self-discovery.

A Note from Our Founder

Life often throws unexpected challenges our way, and for me, they seemed to come all at once. From health setbacks that kept me off my feet for nearly a year to an unexpected career shift, it felt like everything was unraveling.

In those moments, I found strength in the smallest of routines—my skincare ritual. What started as a simple daily practice became a grounding moment of self-care, helping me reconnect with myself amidst the chaos.

Finny Rute was born from this space of transformation. I realized it was time to create something meaningful—something that could help others find their own moments of stillness and self-discovery.

Skincare became more than just a way to achieve glowing skin; it became a tool for resilience, self-reliance, and inner confidence. Our products are designed to nourish your skin while also giving you the space to reconnect with yourself, reflect, and grow.

Because beauty isn’t just about how we look—it’s about how we feel and the journey we take to become our best selves.

To your radiant skin and inner beauty,

Susan