Founder

Avonda Nelson Urben


Avonda Urben has always known how to embrace the spontaneity of life. Lucky for us, she has brought her entrepreneurial spirit to her most exciting venture yet, The Perfect V™. She has created an entire new category of luxury beauty care that empowers women to feel beautiful all over.

After spending 20 years in the beauty industry as a marketing executive for several beauty companies including Revlon and L'Oréal, a job opportunity led her and her family away from the hustle and bustle of New York to experience the Nordic life. She embraced the new and challenging environment by immersing herself in the local culture. It was her natural curiosity that led to her to become enchanted with the carefree confidence that embodies the Scandinavian woman. She thought, “if only I could bottle it.”

Avonda found herself exploring many new beauty products and rituals for all parts of the body, but quickly realized that there wasn’t anything luxurious or pampering for the “V”. Scandi women, like women all around the globe, are removing hair by waxing, lasering, shaving, and other methods and are left with no skincare products to take care of the delicate skin of the "V". Avonda decided to let go of her own inhibitions and indulge in Skandi-liberation, by developing a luxury line of beauty skincare for the V calling it The Perfect V™.

Avonda resides on the outskirts of Copenhagen with her husband and two children.