Finland has about 3.3 million saunas for 5.5 million people, which makes a hot room and a cold dip as ordinary there as a kettle in a British kitchen. How’s that for a fun fact of the week?

It’s more than a national pastime – UNESCO added the country’s sauna culture to its list of intangible cultural heritage in 2020. London has caught the habit too, with a new wave of community saunas and contrast therapy studios opening across the capital.

Now a Finnish skincare brand is offering a way to bring the Finnish sauna home – or at least to a London spa. Stocked in John Bell & Croyden, the brand is also offering an exclusive 30% off saunas and cold plunges this month. Read more to find out.

What is Forest Spa Finland?

Daniel Collins co-founded the brand in 2020, disheartened by the gap between inner wellness and outer beauty after more than 25 years in the global beauty industry. Inspired by visits to Finland and a fascination with its clean air and pure water, he explored the forest berries and mushrooms that have featured in Finnish wellness rituals for generations, along with indigenous plants. The result is a skincare and supplement range made in Finland with Nordic adaptogens, plants traditionally used to help the body cope with stress, and an inside-out approach that supports skin against the strain of modern life.

What’s the discount?

Anyone who buys any full-size Forest Spa Finland product from John Bell & Croyden between 1 and 31 October will receive a card worth 30% off at Sauna&Plunge, the contrast therapy studio on Tabernacle Street in Shoreditch, where a sauna session can be followed by a bracing cold plunge.

Inside Sauna&Plunge

Tucked below street level a short walk from Old Street station, Sauna&Plunge describes itself as a social wellness space built around heat and cold. Its contrast floor has a traditional Finnish sauna running at 85°C and an infrared sauna at a gentler 60°C, plus six 3D-printed cold plunges chilled to between 3°C and 12°C, so visitors can swing between sweating and shivering as often as they dare, and first-timers can ease into the experience until graduating to the coldest plunge. Founded in 2024 by Max Reynald, the venue also runs Pilates and yoga classes.

Forest Spa Finland co-founder Daniel Collins said:

“Sauna is at the heart of Finnish life, so this partnership feels like a natural fit for Forest Spa Finland. Our products were created to bring some of the restorative power of the Finnish forest into people’s everyday routines.

This offer allows John Bell & Croyden customers to take that experience beyond their skincare ritual and discover the Finnish tradition of slowing down, recharging and reconnecting.”

The hero products from Forest Spa Finland

• Nordic Adaptogen Serum: the brand’s award-winning hero combines cloudberry, Siberian ginseng, Rhodiola rosea, birch sap and spruce extract to soothe skin and bring back radiance. Used typically after a sauna session to replenish hydration and strengthen the skin barrier after heat exposure.
• Nordic Adaptogen Supplement: the inside-out half of the range is an ingestible blend of bilberry, chaga, Rhodiola and other full-spectrum adaptogens.
• Nordic Light Protective Moisturiser SPF20: a daily moisturiser with Siberian ginseng, Rhodiola rosea and bilberry seed oil, which adds protection against UV and blue light to the forest ingredients (and smells divine, we must add).
• Nordic Light Revitalising Cleanser: a morning cleanser with nettle, spruce, pine and juniper that leaves skin feeling calm and hydrated. Collins likens it to forest air at dawn.
• Nordic Dream Rejuvenating Cleanser: its evening counterpart, enriched with yarrow, nettle and oat extract to support calmer, more resilient-looking skin, and the other half of the brand’s day-and-night ritual.
• Nordic Water Activator: sauna-inspired facial pouches that use scent and steam to turn cleansing into an at-home wellness ritual, the closest a bathroom sink gets to a sauna bench.

Where to shop

Forest Spa Finland is available in-store at John Bell & Croyden on Wigmore Street and online at johnbellcroyden.co.uk. More information on Sauna&Plunge is at saunaandplunge.life.