Seven Years, Two Countries, One Mission: The Story Behind Janni Bars

This September marks seven years since I launched Janni Bars—a milestone that still feels surreal when I look back at how this journey began. If you had told me as a kid riding horses on the beaches of Malmö that one day I’d be running my own business in Ireland, making natural shampoo and soap bars by hand, I probably would have laughed. Yet here I am, and I want to share a bit of that journey with you.

I grew up in Malmö, one of Sweden’s greenest and most vibrant cities. It’s a place where you can walk from the bustling city center straight to the beachfront, or lose yourself in one of the many parks scattered throughout the city. Malmö is clean, earthy, and multicultural—a city that’s always felt open and welcoming, no matter where you’re from. That openness has shaped me in so many ways, making me flexible and curious about other cultures, and giving me a love for diversity that I carry with me to this day.

Nature was always right on our doorstep. Festivals, parks, the beach, and the ocean were all part of daily life. My love for nature and the seasons comes from those years spent outdoors, whether I was riding horses along the coast or just soaking up the changing light and weather. I want my child—and hopefully one day, my grandchildren—to have that same experience: clean air, open spaces, and the freedom to enjoy nature.

But Malmö wasn’t just about the scenery. Growing up in Sweden in the 80s, there was a powerful sense of community. Everyone was part of a club—whether it was for sports, your apartment building, or helping out in the neighborhood. People pitched in for the good of everyone, often working for free, not for money but for a sense of belonging and shared purpose. That spirit of collaboration and mutual support shaped me deeply.

Most of my upbringing was with my single mother. Watching her navigate life with strength and determination taught me so much about what women are capable of. She never made decisions for me; instead, she encouraged me to think for myself and find my own way. Whether that was intentional or just her natural approach, I’m endlessly grateful for it. Learning to stand on my own two feet has been one of the greatest gifts of my life, and it’s a lesson that’s served me well as a woman in business. That quiet confidence—to trust my instincts, to keep going even when things get tough—comes from her.

From the age of five, horses were my world. In Malmö, I was always heading out of the city to spend time at the stables. We’d ride along the coast, sometimes even into the ocean, and spend countless hours outdoors in all weathers. The stable wasn’t just a place to ride; it was a community. We helped out, learned from each other, and exchanged time and knowledge for hours in the saddle. It wasn’t always about money—often it was about what you could give and what you could learn in return.

That spirit continues for me today. I love taking on young riders, especially those who might not have the means to own a horse themselves. Watching them grow in confidence and responsibility around horses is one of the most rewarding parts of my life. I truly believe that the skills and courage you develop in the yard stay with you forever.

Ireland drew me in because of its incredible horse culture. I spent some time in Germany as well, but it was Ireland that felt like home. The connection to horses here is strong and deep-rooted, and I knew I could build a future in this community. What I didn’t imagine was just how much that future would grow and change over time.

Seven years ago, I saw a gap in the market for plastic-free pet care products—something that combined my love of animals, my passion for nature, and my drive to reduce waste. It started as a bit of a whim, but I dove in, learning everything I could and experimenting with formulas until I got it right. I quickly realized that if I wanted to make a real impact—if I wanted to help eliminate more plastic—I needed to branch out into beauty care for people, too.

I’ll never forget that first Saturday, the 1st of September, when I opened my online shop. I had no idea if anyone would buy anything at all. But those first sales came in, and then the first wholesalers—Homestead Saddlery, The Little Green Shop, Reusey. From there, things just grew. Suddenly, Janni Bars was in shops like Evergreen, being seen in the Kenny shop and Brown Thomas, and connecting with amazing people and partners along the way.

Through all the growth and change, the core values have stayed the same: respect for nature, a commitment to sustainability, and a belief that we can all do our part—no matter how small it might feel. I’m not doing everything, but I’m doing what I can. I want to make it easier for people to make eco-friendly choices, to transition from bottles to bars without sacrificing quality or results. If anything, I hope Janni Bars makes people feel better about their routines and their impact on the world.

Now, after seven years, I’m proud to say we’ve made it past that critical five-year mark that so many small businesses struggle to reach. We’re still here, still growing, and still committed to reducing the mountain of plastic bottles created every year. I’m grateful every day for the support of my customers, partners, and community—both here in Ireland and back home in Sweden.

Thank you for being part of this journey with me. Here’s to many more years of nature, horses, and handmade bars—rooted in the values that started it all.

-Janni