OUR STORY

ROOTED IN SCIENCE. MADE FOR REAL LIFE

We live in a world that rarely slows down.

Always connected. Always available. Always moving on to the next thing.

Somewhere along the way, feeling overwhelmed became normal. Rest became something we had to earn. And taking care of ourselves became just another thing on the to-do list.

Rooted Formula was born from the belief that wellbeing deserves a different approach.

One that's thoughtful, grounded in science and designed for the realities of modern life.

WHERE IT ALL BEGAN

Rooted Formula started long before the brand itself existed.

In her mid-twenties, our founder, Amanda Eriksson, was living an active life with a growing passion for tennis. But when a serious knee injury led to surgery, everything changed.

Suddenly, at just 25, she found herself questioning something she had always taken for granted: her health.

How could a body that felt so strong suddenly become so vulnerable?

That experience sparked a curiosity that would stay with her for years.

She began exploring nutrition, inflammation, recovery and the connection between physical and emotional wellbeing. What started as a personal search for answers gradually developed into a deeper fascination with how the body works and what it needs to function at its best.

But the real turning point came years later.

WHEN LIFE DOESN'T SLOW DOWN

After becoming a mother, and particularly following the birth of her second child, Amanda found herself navigating a different kind of challenge.

Balancing a career, family life and the constant demands of everyday responsibilities, she experienced something that felt increasingly familiar, yet difficult to put into words.

The feeling of being constantly switched on.

From the outside, everything looked fine. Life continued. Work continued. There was always something that needed to be done.

But internally, finding a moment of calm felt harder than ever.

It wasn't about wanting to do less or stepping away from the life she loved.

It was about wanting to feel more like herself within it.

And she knew she wasn't alone.

THE SCIENCE BEHIND THE CURIOSITY

With a longstanding interest in health and nutrition, Amanda began looking more closely at the science behind emotional wellbeing, stress and recovery.

She became particularly interested in emerging research on botanical extracts and their potential role in supporting wellbeing.

That curiosity eventually led her to research on saffron and Scutellaria, two botanicals that had been studied in relation to emotional wellbeing and mood.

The more she explored, the clearer her vision became.

She wanted to create something that combined scientific research with a considered approach to formulation.

Something uncomplicated, purposeful and designed to fit into everyday life.

Not another overwhelming wellness routine.

Not a long list of ingredients added simply to sound impressive.

Just a thoughtful formula, built around carefully selected ingredients.

And that idea became Rooted Formula.

INTRODUCING UNWIND

UNWIND is where our story begins.

Our first formula brings together carefully selected botanical extracts, magnesium and vitamin B6 in a considered daily supplement.

Every ingredient has been chosen with intention, guided by scientific research, quality and a belief that more isn't always better.

We believe that what you leave out can be just as important as what you put in.

No unnecessary complexity. No exaggerated promises.

Just a thoughtful approach to supplementation, created for real people living real lives.

A MORE CONSIDERED KIND OF WELLNESS

At Rooted Formula, we don't believe wellbeing should be another thing to perfect.

We don't believe you need an elaborate morning routine, endless rituals or a completely different lifestyle to start taking care of yourself.

We believe in small, intentional choices.

In consistency over perfection.

In making space for yourself, even when life is full.

Rooted Formula is a Scandinavian wellness brand shaped by personal experience, inspired by science and built around a simple idea:

Taking care of yourself should feel like a natural part of life, not another demand.

This is only the beginning.

CALM IS NOT A LUXURY. IT'S YOUR BASELINE.

Amanda Eriksson

Founder, Rooted Formula