Pia Tjelta, Vanessa Rudjord and Synnøve Skarbø will open a new beauty clinic in Oslo called Nomi Oslo. They themselves say that they have assembled the “national team” in aesthetic health. According to the trio, the clinic is about women’s health and prevention of everything the body has to go through. – “Nomi” is Japanese and means beautiful and encouraging, said Tjelta in the press release. But in the 24 hours after the news came out, there has been a hail of criticism from several quarters. Doctor and author of the book “Body trouble” Kari Løvendahl Mogstad is skeptical that the clinic fronts with medical language. According to the press release, several of the treatments at the Nomi Oslo clinic will treat various ailments that fall under women’s health problems, for example osteoporosis and abdominal functions in connection with menopause. Photo: Julie Pike – I think that is both doubtful and frightening, and not least speculative. Mogstad believes that mixing “needs”, “well-being” and “health” in this way is a disturbing development in society which, according to her, has exploded in recent years. – I think this is the ultimate proof of how enormous this beauty industry has become, also here in Norway, says Mogstad to news. Wrapping it up Mogstad strongly disagrees that beauty treatments promote women’s health. – It is probably an attempt to normalize something that is not normal, namely trying to stop nature. Doctor and author, Kari Løvendahl Mogstad, believes that Rudjord, Skarbø and Tjelta cover up their beauty business by saying that it is about women’s health. Photo: Cathrine Dillner Hagen She thinks the celebrity trio is busy wrapping their offer in health and a medical language, such as “aesthetic medicine”, something she thinks gives reason to think about it. – They deliberately play on people’s insecurity and low self-esteem. Such offers only contribute to increasing dissatisfaction and expenses among women, Mogstad believes. The new clinic will, among other things, offer liposuction, wrinkle and hormone treatment. – Makes patients feel better Tjelta, Rudjord and Skarbø have teamed up with doctor Karim Sayed, who has been appointed as responsible doctor and co-owner of the clinic. He does not agree with Mogstad that the clinic does not focus on well-being. – Our customers are primarily completely ordinary grown women and men who have things that bother them. It could be acne or loose skin after birth, he underlines. – Then another group of customers are those who want to delay aging or get rid of a so-called wrinkles. There is nothing around Nomi Oslo that should play on insecurities or lower someone’s self-image, quite the contrary. Fears mental illness But Mogstad receives support from psychologist Maria Abrahamsen, also known as the TikTok psychologist behind the popular account @psyktdeg. Abrahamsen also reacts to the fact that the clinic fronts aesthetic interventions as something common. Among other things, it is stated in the press release that the treatment that will be offered in a few years will be “completely ordinary”. – I fear that it makes women all the more self-conscious about their appearance, and gives these opinion leaders the opportunity to capitalize on their insecurities, she says. Maria Øthassel is behind the TikTok account @psyktdeg and is critical of the clinic. Abrahamsen sits on the government’s women’s health committee and fears that such clinics lead to mental ill health. She believes the clinic contributes to making it more difficult for many to choose natural ageing. – This certainly has to do with women’s health, but I’m afraid it falls under the category of risk factor for mental illness. At first I thought it was a parody Community debater and comedian Sofie Frøysaa says that she initially thought the advertisement of the clinic was a parody. Social debater and comedian Sofie Frøysaa believes there is no need for more players who profit from body pressure, and believes it affects women’s health. Photo: Josias Dein – Then I was just very sad when I realized it was real, says Frøysaa to news. She believes there is no need for more players who profit from body pressure. – Women’s health is constantly being neglected, and the fact that women suffer under extreme and increasing body pressure is something that goes directly beyond women’s health. – Women’s health is more than appearance Sexologist and influencer Iselin Guttormsen tells VG that women’s health is about much more than appearance. Iselin Guttormsen believes that women’s health is more than just appearance. Photo: Espen Solli / TV 2 / NTB – Women’s health for me is about everything other than beauty. It’s not about beauty at all, says Guttormsen to VG. She still believes that people should be allowed to do what they want. In a comment, the debate leader in Dagsavisen, Selma Moren, writes that the women cannot pretend that they are not making money from the pressure surrounding the appearance of women. – Not when they talk about “stopping the physical decay”, writes Moren. Refuting the criticism news has asked the clinic how they think the treatment options promote women’s health. In an e-mail, press contact Tara Lie-Hagen writes the following: “Several of our treatments are about treating various ailments that fall under women’s health problems, for example brittle bones and various abdominal functions in connection with menopause, or incontinence in connection with childbirth. No one has claimed that purely aesthetic treatments are women’s health, but we therefore offer certain treatments that also have major health benefits.” Responsible doctor Karim Sayed believes that vanity is in human nature and by helping patients to feel better, one will be able to improve their health. – When it comes to women’s health, we have never claimed that we are a clinic for it. But some of our treatments, such as strengthening the musculature in the pelvis and dealing with the menopause, you will probably be able to say are part of the women’s health framework, says Sayed. news has also asked questions about how much the treatments will cost. Lie-Hagen replies that it will vary entirely depending on what kind of treatment program the patient wants, but that Nomi will be at a slightly more favorable price level than what the most expensive clinics operate with today.
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