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A product doesn't actually have to be Nordic to try to tap into Scandinavian cachet. Kristin Petrovich hoped to channel the region's authenticity when she created the beauty brand Sjal (pronounced "shawl"), which means "spirit, mind, heart and soul" in Swedish. The 6-year-old skin-care brand, sold at upscale stores such as Barneys New York and Bergdorf and online retailer eLuxury, doesn't use petroleum-based ingredients.
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