Itchy breaking the stigma surrounded how we see “normal” skin

The Swedish start-up health and tech company ITCHY wants to change the stigma surrounding skin diseases and “imperfect” skin, especially in this day in age where looking perfect and flawless has slowly become the ideal and something that many young people are striving toward. It is now more important than ever to showcase and educate young people and people in general that the most “perfect” and beautiful skin is the skin you have. ITCHY is showcasing that in an unfiltered campaign film – To live with non-normalized skin starring Daniel Paris, Cimon Lundberg, Samira Idris and Nathalie Richert.

Skin diseases not only affect the skin, but also the self-esteem of those who live with them which can be really hard for some. The stigma and prejudices around skin diseases are great and something that ITCHY wants to change. To open the conversation and the discussion about skin diseases and normalize it is the goal. The new unfiltered campaign film is portrayed for individuals with psoriasis, eczema, acne and ichthyosis confetti. The individuals share their journey on how it is to live with a skin disease as well as their journey to loving their skin with all their imperfections and uniqueness.

“ The impact of social media on what is considered normative in today’s society is enormous, and we are tired of seeing only «perfect» skin. There are many who feel bad about their skin not being represented in their feeds on social media. That is why it is super important for us at ITCHY to normalize, inform and portray all skin types. We want people to be proud of their skin and not let it control their lives”- Caj Westlund, Marketing Manager, ITCHY.

The campaign film also encourages you to share your experiences on social media with ITCHYs hashtag #ITCHYJOURNEY. Tag @heyitchy and @nordicstylemag if you wan to share your experiences on the topic.