Bathroom Talk: Elle King, founder of Ett Hem

“I’m Elle, co-founder and Design Director of Ett Hem London. Having spent 15 years working across fashion and interiors, I’ve come to view them as two sides of the same coin: both are rooted in the art of considered living, the environments we curate, and the subtle stories our spaces tell about us.

Based in London and married to a Swede, that Scandinavian connection has shaped my aesthetic. For me, florals have always belonged at the crossroads of those two worlds: they are the organic touch that breathes life into a beautifully refined space.”

“A home is the ultimate anchor, a sanctuary, a sense of permanence, a canvas for self-expression, and the backdrop to our daily lives. My husband is Swedish, so that clean Scandinavian sensibility naturally threads through everything we do, creating spaces that feel serene, deliberate and undeniably refined. Ett Hem captures that exact feeling. The great pieces in a home should never feel like fleeting decor; they should feel as though they’ve always belonged there. Permanent, effortless and elevated. That is precisely what our florals are designed to achieve: bringing design and an enduring beauty to the spaces we inhabit.”

“Building a brand that is fundamentally about enduring beauty has made me much more intentional about everything I choose for myself. I'm not interested in beauty trends any more than I am in floral trends. I want things that work, that last, and that feel like the best version of something rather than just the newest. My routine is simpler and more effective than it has ever been.”

“Intense, intentional hydration. I have fair, dry skin, and when it's deeply hydrated, everything else takes care of itself. A hyaluronic serum or a hydrating face mask are my non-negotiables. I use the mask three times a week to reset my hydration levels, and it becomes a daily necessity whenever I travel.”