– “For me, it has always been about pushing boundaries and inspiring others to dare to dream. Mentalité d'Or is a continuation of that journey, now in a new arena.”

Mikael Lindnord

Founder

– “I have always been driven by clear goals. When the sport disappeared, I needed to find a new competition. Building Mentalité d'Or became my medal hunt, and I will not back down until we have achieved our goals”

Oscar Elofsson

Founder

Former elite athletes Oskar Elofsson and Mikael Lindnord are launching the new brand Mentalité d'Or within Performance Hair & Body Care – the launch will be on September 24, on their joint birthday.

Oscar Elofsson

Elofsson, a former mogul skier, was forced to end his career after the 2022 Beijing Olympics due to brain injuries. With the discipline of the sport, he found a new path – to build something that could be his next “medal chase.”

MIKAEL LINDNORD

Lindnord became famous after the multisport World Championships in Ecuador in 2014 when he met and adopted the street dog Arthur - a story that later became a Hollywood film.

The products

The brand reflects the hours behind success – the invisible sacrifices and the will to always get back up. Through twelve ambassadors from different sports, they want to show that the journey creates success, regardless of whether the arena is sports, work or life in general.

The launch takes place with a simplified premium routine:

• Hair & Body Wash

• Deodorant

• Moisturizer

Swedish-made products designed for energy, simplicity and the right feeling for the next challenge. Mentalité d'Or will be released on September 24, 2025 at 8:00 PM – for everyone who chases their dreams.

Sales via www.mentalitedor.com .