Ruohonjuuri
Ruohonjuuri is a Finnish multi-channel retailer founded in 1982 that sells certified natural cosmetics, organic food, health supplements, and sustainable household products through 20+ physical stores across Finland and a Shopify-powered e-commerce platform serving health-conscious Finnish consumers.
- Company typePrivate
- Founded1982
- HeadquartersHelsinki, Finland
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Ruohonjuuri does
Ruohonjuuri is a Finnish multi-channel retailer founded in 1982 that sells certified natural cosmetics, organic food, health supplements, and sustainable household products. It operates 20+ physical stores across major Finnish cities — including Helsinki, Espoo, Vantaa, Tampere, Turku, Oulu, Jyväskylä, Kuopio, Raisio, and Lempäälä — alongside a Shopify-powered e-commerce platform (ruohonjuuri.fi). The company is B Corp certified and employs over 200 professionals across wellness, nutrition, natural cosmetics, sustainable living, and circular economy disciplines.
The product portfolio combines owned/private-label brands (Juuri by Ruohonjuuri), domestic sub-brands (Murumuru made in Helsinki, Flow Cosmetics manufactured in Riihimäki, sauna/ing, Days by Dahlia), and third-party natural brands such as Dr. Hauschka, Weleda, Madara, and Evolve Organic Beauty. Products carry certifications including COSMOS Natural, COSMOS Organic, Ecocert, NaTrue, BDIH, AIAB, ICEA, and Cosmebio. The technology stack is built on Shopify for commerce, Salesforce/Pardot for marketing automation, ContentSquare for analytics, and Cookie Information for GDPR cookie consent management.
Revenue is generated through direct-to-consumer retail sales (physical stores and e-commerce), gift cards valid for six months, and a loyalty program (kanta-asiakasohjelma) that drives repeat purchases via rewards and partner discounts. Customer segments are horizontal — natural beauty, health and wellness, organic food, and sustainable living — served primarily through a free-shipping-over-€100 policy, parcel-point delivery (Budbee, PostNord, Posti), and free in-store pickup. The company also operates a related Swedish entity, Happy Food Store Sverige, signaling Nordic cross-border ambitions.
Ruohonjuuri firmographics
Firmographics- Name
- Ruohonjuuri
- Legal name
- Ruohonjuuri
- Website
- https://ruohonjuuri.fi
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Ruohonjuuri is a Finnish multi-channel retailer founded in 1982 that sells certified natural cosmetics, organic food, health supplements, and sustainable household products through 20+ physical stores across Finland and a Shopify-powered e-commerce platform serving health-conscious Finnish consumers.
- Ownership category
- akta.pro rank
Ruohonjuuri industry classification
Industry- Product category
- Natural and Organic Retail
- NAICS
- Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Food (Health) Supplement Retailers (456191), Specialty Food Retailers (4452)
- SIC
- Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Natural/Organic Bulk & Supplement Grocers (CRAHAMAF)
Keywords
Where Ruohonjuuri is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Offices20 records
Markets served
Ruohonjuuri business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Sales: Revenue generated from physical retail store sales across 20+ store locations in Finland and e-commerce transactions through ruohonjuuri.fi
- Gift Cards: Gift cards sold for use in physical stores and online shop, valid for 6 months from purchase date
- Loyalty Program: Kanta-asiakasohjelma (loyalty program) that drives customer retention and repeat purchases through reward points and partner discounts
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free shipping threshold |
| One time/ perpetual license | Pay-as-you-go | Gift cards |
| Unit Pricing | Pay-as-you-go | In-store pickup |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Ruohonjuuri product offering
Product offeringCore offering
Ruohonjuuri is a Finnish multi-channel retailer of certified natural cosmetics, organic superfoods, nutritional supplements, and sustainable household products. The company operates 20+ physical retail stores across Finland and an e-commerce platform (ruohonjuuri.fi), carrying its own private-label brands (Juuri by Ruohonjuuri, Murumuru, Flow Cosmetics, sauna/ing) alongside third-party natural and organic brands. It offers complementary services including a loyalty program (Kanta-asiakasohjelma), gift cards, and click-and-collect.
Product overview
Ruohonjuuri operates as a multi-channel retailer specializing in certified natural cosmetics, health supplements, organic food, and sustainable home products. The offering consists of a Shopify-powered e-commerce platform complemented by 20+ physical stores across Finland. The product portfolio includes private label brand Juuri by Ruohonjuuri, sub-brands like Flow Cosmetics (manufactured in Riihimäki) and Murumuru (made in Helsinki), third-party natural cosmetics brands (Frantsila, Evolve Organic Beauty, Madara, Dr. Hauschka, Weleda, NOBE Nordic Beauty), wellness brands (sauna/ing, Days by Dahlia), and a wide range of health supplements, superfoods, and organic food products. The company also offers a loyalty program, gift cards, and store pickup services.
Differentiator
Problem solved
Functional benefit
Brands
- Happy Food Store Sverige: Related Swedish entity mentioned on the website as a sister company/store.
Products and services
- Ruohonjuuri Online Store E-commerce platform (ruohonjuuri.fi) selling certified natural cosmetics, health supplements, organic food, and sustainable home products to Finnish consumers, featuring beauty, wellness, food, and home care categories.
- Ruohonjuuri Physical Stores Network of 20+ retail locations across Finland (Helsinki, Espoo, Tampere, Turku, Oulu, Vantaa, Jyvaskyla, Kuopio, Lempäälä, Raisio) operating in shopping centers and city centers, offering certified natural cosmetics, organic food, supplements, and sustainable home products with in-store pickup for online orders.
- Juuri by Ruohonjuuri Private label brand by Ruohonjuuri offering natural cosmetics and household products sold exclusively through Ruohonjuuri's channels.
- Murumuru Finnish natural cosmetics brand specializing in makeup and skincare products made in Helsinki, featuring candy-like scents and nourishing ingredients for skin and hair care.
- Flow Cosmetics Finnish natural cosmetics brand manufactured in Riihimäki offering soaps, shampoo bars, mineral foundations, and natural skincare products with carefully selected ingredients and recyclable packaging.
- sauna/ing Finnish wellness brand offering sauna-themed products including sauna scents, hair oils, bath salts, serum mists, and moisturizing masks inspired by Finnish nature and sauna tradition.
- Kanta-asiakasohjelma (Loyalty Program) Customer loyalty program offering rewards points, discounts on purchases, partner service benefits, and exclusive access to new products and special offers for repeat customers.
- Lahjakortit (Gift Cards) Gift cards available for purchase in variable amounts, valid for 6 months from purchase date for use in Ruohonjuuri physical stores and online shop.
- NM SKINCARE NOURISH. Snail Cream Finnish-made snail secretion filtrate-based facial moisturizer combining birch sap, ectoin, and plant extracts, certified Cosmos Natural and Ecocert with 99% certified natural origin ingredients.
- Days by Dahlia Finnish beauty brand offering hair and body care products including the Baby Hair Boost and Yummy Mummy Beauty Oil.
Companies that use Ruohonjuuri
Customer profileSegments4 records
Ideal customer profiles2 records
Ruohonjuuri technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Ruohonjuuri partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- ShopifycoreShopify provides the e-commerce platform powering ruohonjuuri.fi online store. Essential cookies (_shopify_essential, cart_currency, localization) support core platform functionality.
- Loyalty Program PartnersminorVarious wellness service providers offer discounts to Ruohonjuuri loyalty program members, supporting community building and holistic wellness promotion.
- Shopping CenterscorePartnerships with shopping centers (Ainoa, Iso Omena, Itis, Jumbo, Kaari, Matkus, Mylly, Ratina, REDI, Sello, Tripla, Hansakortteli, Ideapark, Seppä) for retail store locations across Finland.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Ruohonjuuri competitors and assessment
Company assessmentDirect peers
- Helsam: Helsam is a Danish health-food and natural-products retailer with physical stores and e-commerce, offering organic food, supplements, and natural cosmetics to a comparable Nordic wellness-focused customer base.
- Naturkompaniet: Naturkompaniet is a Swedish natural-products retailer with physical stores and e-commerce focused on organic foods, supplements, and natural cosmetics for health-conscious Nordic consumers.
- iHerb: iHerb is a global online retailer specializing in vitamins, supplements, and natural products that ships certified-natural cosmetics and supplements directly to Finnish consumers — a key digital competitor to Ruohonjuuri's e-commerce channel.
- NordicFeel: NordicFeel is an online Nordic beauty retailer carrying natural and certified-organic skincare and makeup brands that overlap directly with Ruohonjuuri's third-party natural cosmetics assortment.
- Bodystore: Bodystore is a Scandinavian health-food retailer offering organic groceries, supplements, and natural personal care across stores and online — a direct functional peer to Ruohonjuuri's assortment and customer segments.
- Life Finland: Life is one of Ruohonjuuri's closest direct Finnish competitors, operating a chain of health-food and natural-products stores across Finland with a similar assortment of organic food, supplements, and natural cosmetics.
Broad incumbents
- Holland & Barrett: Holland & Barrett is the largest European health-food and supplement chain, competing with Ruohonjuuri in vitamins, supplements, and natural personal care across multiple channels.
- The Body Shop: The Body Shop is a global natural- and ethically-positioned beauty retailer, comparable to Ruohonjuuri in its natural and cruelty-free positioning but operating at much larger scale and broader geographic reach.
- Lyko: Lyko is a Nordic online-first beauty and personal care retailer carrying many of the same third-party natural cosmetics brands (e.g., Dr. Hauschka, Weleda, Madara) and competing on price and convenience.
- Kicks: Kicks is the leading Nordic multi-brand beauty retailer with broad cosmetics, skincare, and wellness assortments — competing with Ruohonjuuri's natural cosmetics side while serving a broader mass-premium market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Ruohonjuuri social profiles
Digital presenceRuohonjuuri compliance and trust
Trust signalCompliance8 records
Ruohonjuuri financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ruohonjuuri leadership team
Management profileNumber of profiles
Ruohonjuuri funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ruohonjuuri M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ruohonjuuri
What does Ruohonjuuri do?
Ruohonjuuri is a Finnish multi-channel retailer of certified natural cosmetics, organic superfoods, nutritional supplements, and sustainable household products. The company operates 20+ physical retail stores across Finland and an e-commerce platform (ruohonjuuri.fi), carrying its own private-label brands (Juuri by Ruohonjuuri, Murumuru, Flow Cosmetics, sauna/ing) alongside third-party natural and organic brands. It offers complementary services including a loyalty program (Kanta-asiakasohjelma), gift cards, and click-and-collect.
Is Ruohonjuuri a public or private company?
Ruohonjuuri is a private company. It is classified as unknown and is currently operating.
When was Ruohonjuuri founded?
Ruohonjuuri was founded in 1982. It employs 101 to 250 people.
Where is Ruohonjuuri based?
Ruohonjuuri is headquartered in Helsinki, Finland, in the Europe region.
How does Ruohonjuuri make money?
Three revenue lines are on record. Retail Sales are the primary driver. The others are gift Cards and loyalty Program.
Who are Ruohonjuuri's main competitors?
Direct peers on record are Helsam, Naturkompaniet, iHerb, NordicFeel, Bodystore and Life Finland. Broad incumbents are Holland & Barrett, The Body Shop, Lyko and Kicks.
Does Ruohonjuuri have an API?
No public API is recorded for Ruohonjuuri.
What industry is Ruohonjuuri in?
Ruohonjuuri's product category is Natural and Organic Retail. Its primary akta.pro industry code is CRAHAMAF, Natural/Organic Bulk & Supplement Grocers. Its NAICS code is 456 and its SIC code is 5399.