Competition finalist FineCell turns cosmetics and paint green

FineCell’s innovation can replace fossil-based plastics with cellulose powders and hydrogels in many applications. Now they are one of six young companies that have advanced to the final of the international idea competition What Wood You Do. On September 24th, they will pitch their idea to the jury with a chance to win EUR 25,000.

FineCell has invented a technology that makes it easier to add nanocellulose to a product by making a dry cellulose powder. A material that has great potential to improve the properties of many products in areas such as cosmetics, plastics, building materials and paints. The bio-based and bio-degradable powder can not only replace fossil-based components in a product – it can also provide improved properties.

Up until now, it has been difficult for the industry to commercialize nanocellulose. FineCell has identified the shortcomings of current technology and developed a production method that is more efficient and better than before. The revolutionary technology takes us one step closer to a fossil-free planet which makes the company a well-deserved finalist in the innovation competition What Wood You Do.

Jonatan Henschen

Hello Jonatan Henschen, co-founder at FineCell. How does it feel to be in the final?

“We are really excited to be in the final and look forward to pitch in front of the knowledgeable jury. Given the great competition, we are very happy to have been selected with many good entries from around the world.”

How will you pitch on September 24?

“We will try to show as clearly as possible where we are today, what it takes to move forward and where we think we will be in five years.”

How will you use the money if you win?

“Right now, we are in a phase where we are working to find the right method to produce our material in an industrial environment. For this, we do many small-scale experiments with different types of equipment. The money would make it possible for us to buy different types of equipment that we, with ease, can rebuild to simulate the industrial processes.”

The material has unique qualities and can be produced both as a gel and as a dry compound opening up several exciting application possibilities.

Join the final

We wish FineCell best of luck in the final, which will be broadcast online, live from Karlstad on September 24.

We want you to join and listen to the finalists’ pitches. A unique opportunity to interact with the finalists and the jury and learn more about each competing innovation. Register and participate online at

Curious about the other finalists? We are publishing articles about them too. Read them here:

Wood Tube – paper studs for sustainable construction

Nordluft – super drones for a more environmentally friendly forest industry

Arboair – rapidly scanning and mapping forests with artificial intelligence

Biosorbe – purifies water and air from oil and bacteria with cellulose

About the competition

Paper Province announces the competition together with Gunnar Sundblad’s Research Fund, Stora Enso and Sveaskog. The winner will receive EUR 25,000 to develop their idea and a possible place in the Sting Bioeconomy start-up incubator. Second to fifth place are rewarded with EUR 2,500 each. Read more about the six finalists and the competition here:

Text: Helena Wannstedt
Photo: FineCell



Annica Åman


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