Meet Anna Nilsson – on clarity, care and doing things differently.

Anna Nilsson is the founder of Hird – a Nordic consulting firm helping fast-growing startups build strong, value-driven teams. But her story doesn’t start in the boardroom. It begins on a former farm in Northern Jutland, where creativity, independence and a quiet closeness to nature shaped the woman she is today.

At just 16, Anna moved out on her own. Since then, she’s built a life with intention – first as a human resource expert, and now as an entrepreneur, mother-to-be, and advocate for a more holistic way of living. In a time when most held back, Anna founded Hird in the midst of a global pandemic – and has since grown it into a trusted partner for some of the Nordic region’s most dynamic companies.

She belongs to a new generation of founders who approach leadership, well-being and growth with clarity, care and conscious priorities. Whether it’s choosing what she eats, how she moves, or the products she uses on her skin – Anna believes in stripping things down to what really matters.

We spoke to this inspiring woman about simplicity, self-care, the shifts that come with pregnancy – and the quiet power of tuning in. 

What does beauty mean to you ? 

Beauty, to me, is a reflection of an inner feeling of power and authenticity. It’s about embracing simplicity, feeling confident in my own skin, and allowing space for softness. I’m drawn to natural beauty which is reflected in the products I choose. There’s something powerful in choosing what feels nourishing and honest, especially in a world where beauty ideals are increasingly distorted by AI, Photoshop, and the pressure to cosmetically alter ourselves.

 

You’ve built a company from scratch – while also embracing a holistic lifestyle. What helps you stay grounded when life moves fast?

Building a company from the ground up is one of the most fulfilling AND challenging things I’ve done. It requires constant presence, and I’ve learned that staying grounded isn’t something that just happens; it’s something I have to choose again and again. For me, that means regularly checking in with myself, asking what truly matters right now, and being okay with the answer changing.  Movement helps. So does surrounding myself with great people who give me a lot of energy.

 

Becoming pregnant often brings a new kind of awareness. How has that shifted your view on self-care and the products you surround yourself with?

Pregnancy has made me much more intentional about what I put on my body, and not just for my own well-being, but especially for my baby’s. It’s a reminder that everything we surround ourselves with matters. I’ve become more drawn to clean, gentle products. I have done a lot of research, and I have got a deeper awareness now of ingredients, and of what truly feels safe and supportive.

 

Looking back on your journey – from growing up in the countryside to building Hird – what do you think has shaped the way you create and lead today?

Growing up in the countryside gave me time and space to reflect, to dream without many distractions. That kind of freedom shaped my curiosity and my drive to build something of my own. But it also came with the presence of “Janteloven” - the unspoken rules about not standing out too much or dreaming too big. In a way, that contrast has shaped me just as much. It taught me to trust my own voice, even when it didn’t always fit in, and to create a path that felt true to me. Today, that shows up in how I lead with both groundedness and a quiet kind of rebellion.

 

Is there a Meishai product that speaks to you in particular – and what role does it play in your everyday rituals?

The Meishai Treatment is a little moment of luxury in my weekly routine. I love how nourishing it feels. Since becoming pregnant, my hair has changed quite a bit, so I’ve come to appreciate those small rituals even more. It’s not just about how it makes my hair look and feel, but also about taking that quiet moment to care for myself in a simple, intentional way.

 

What or who inspires you – and how does that inspiration show up in your everyday life?

I’m inspired by people who dare to think differently and build something on their own terms. Especially female entrepreneurs, because even today, we’re still underrepresented in the world of business and ownership. There’s something powerful about watching women create space for themselves and others in systems that weren’t necessarily built with us in mind. That kind of courage and creativity motivates me in my own work; to keep going, to take risks, and to lead in a way that hopefully opens doors for others too.