In 1965, Petter was in charge of a skincare and makeup division for a company in Norway. He was not satisfied knowing many products were formulated with ingredients not beneficial to the skin. He told his wife about his desire to make a different kind of skincare line. Before 'green' was the marketing phenomenon it is today, Petter was green. Kitchen table conversations led to ideas overflowing on graph paper. Eventually Petter refined his ideas into a set of guiding principles for his life's work: