Naturellement

What Naturellement does

Naturellement is a privately held Finnish e-commerce retailer and importer specializing in authentic French natural cosmetics, aromatherapy products, and related wellness items. Founded around 1999 by Liisa, a former Paris-based model and trained cosmetologist who holds the French National Order of Merit, the company is headquartered in Espoo, Finland and operates a small team of 1–10 employees. Its catalog of 319+ products spans multiple sub-brands including Florame (organic essential oils and aromacosmetics), ALL TIGERS (vegan makeup), Le Baume Integral (multi-purpose balms), Monoi-Tiki (Tahitian Monoi oil), Marius Fabre (Marseille soaps), Karethic (raw shea butter), Kadalys (banana-based skincare), Wesak Paris (ayurvedic-crystal cosmetics), and TREW (CBD lip balms), with most product lines carrying ECOCERT or ECOCERT Cosmos organic certification.

The core technology is a Finnish-language e-commerce storefront built on the MyCashflow SaaS platform, supplemented by a separate B2B wholesale portal (Jälleenmyyjien tukkukauppa) for registered resellers. Naturellement distributes exclusively for its portfolio of French and European brands in the Finnish market and also sells through third-party retailers including health food chain Ruohonjuuri, department store Kärkkäinen, and Alpa. The business combines consumer-direct online retail (essential oils €5–€35, skincare €15–€80, makeup €8–€25) with a wholesale stream for resellers, plus a recently introduced digital gift card product at €50 and €100 denominations. Marketing is primarily organic, relying on SEO-driven website content, blog coverage in Finnish beauty media, and Instagram presence rather than paid acquisition or AI-driven personalization.

Name

Naturellement

Legal name

Naturellement

Website

https://naturellement.fi

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Naturellement is a Finnish e-commerce retailer and importer that sells authentic French natural cosmetics, aromatherapy, and wellness products to Finnish consumers via its own online store and B2B wholesale channel.

Ownership category

akta.pro rank

Product category

Natural Cosmetics & Aromatherapy Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural & Clean Fragrance (CRABADAG)

akta.pro secondary industries

Natural, Organic & Clean Beauty Distribution (CRAOAEAM), Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

Keywords

• Natural cosmetics retail
• Organic beauty products
• Aromatherapy essentials
• French skincare imports
• Ecocert cosmetics

Headquarters

HQ city

Espoo

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Retail Sales: Direct-to-consumer online retail sales of natural cosmetics, essential oils, and aromatherapy products. Products are sold at marked-up retail prices to individual consumers through the company's Finnish-language e-commerce website.
2. Wholesale Distribution: B2B wholesale sales to retailers (jälleenmyyjät). Business customers register with company details and upon approval gain access to wholesale pricing for resale purposes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Naturellement is a Finnish online retailer and importer that curates, imports, and sells authentic French natural cosmetics, aromatherapy products, and home décor items to Finnish consumers through its owned e-commerce store naturellement.fi. The company distributes product lines from more than a dozen French and European brands (Florame, ALL TIGERS, Le Baume Integral, Wesak Paris, Kadalys, Marlay, Monoi-Tiki, Soraali, Karethic, TREW, Savon Stories, Marius Fabre), spanning essential oils, facial care, body care, hair care, natural makeup, fragrances, Gua Sha accessories, massage oils, hygiene products, and digital gift cards. It also operates a registered-B2B wholesale channel supplying Finnish retailers such as Ruohonjuuri, Kärkkäinen, and Alpa.

Product overview

Naturellement is a Finnish natural cosmetics e-commerce platform and importer specializing in French organic beauty products and aromatherapy. The platform operates as both a retail online store and wholesale distributor for retailers. The core offering includes multiple sub-brands: Florame (aromatherapy and essential oils, over 130 organic essential oils), ALL TIGERS (vegan makeup and nail polish), Le Baume Integral (multi-purpose balms), Wesak Paris (Ayurvedic-crystal cosmetics), Kadalys (banana-based luxury skincare with 3 patents), Marlay (celandine-based nail care), Monoi-Tiki (Tahitian Monoi oil), Soraali (cactus seed oil), Karethic (raw shea butter), TREW (CBD lip balms), Savon Stories (solid shampoos), and Marius Fabre (Marseille soaps). Product categories span essential oils, diffusers, face care (cleansers, serums, moisturizers, eye products), lip care, hair care, body care, natural makeup, fragrances, Gua Sha tools, massage oils, hygiene products, and gift cards. Most brands are ECOCERT certified organic.

Differentiator

Problem solved

Functional benefit

Products and services

• Florame Aromatherapy & Organic Cosmetics Line French aromatherapy and organic-cosmetics brand carried by Naturellement, offering approximately 130 different organic essential oils, flower waters, and high-quality aromacosmetic products. Pioneer in aromatherapy for over 30 years; all products ECOCERT certified.
• ALL TIGERS Vegan Makeup Line French vegan nail polish and natural makeup brand featuring 9-Free formulas (free from toluene, formaldehyde, phenoxyethanol, dibutyl phthalate, synthetic camphor, parabens, xylene, styrene, and benzophenone-1). Includes nail polishes, multi-use makeup pencils, mascaras, and lip products; commits 1% of sales to FOR THE PLANET and 1% to tiger conservation.
• Le Baume Integral Multi-Purpose Balm French multi-purpose organic balm by Céline Escand. A single product replaces day cream, night cream, eye cream, cleanser (including waterproof makeup), primer, after sun, after shave, and repairing masks. Awarded at a French industry award.
• Wesak Paris Ayurvedic-Crystal Cosmetics Ayurvedic-inspired cosmetic brand combining ayurvedic secrets, aromatherapy scents, crystal energy, and plant oils. Products include roll-on crystal perfumes, crystal elixirs, Gua Sha tools, and professional-use oil dispensers for beauty salons. ECOCERT and Fair Trade certified.
• Kadalys Banana-Bioactive Skincare French luxury organic cosmetics line using banana-derived bio-active ingredients sourced from rejected Martinique and Guadeloupe bananas. Features 25+ products, 3 patents, and 11 awards during 2020–2022; 98.5–100% natural ingredients via patented ecological extraction.
• Marlay Celandine Hand & Nail Care French brand founded in 1989 specializing in natural hand, nail, and skincare using celandine (Chelidonium majus). Flagship Celidoine Lotion won a medal at the 1990 Concours Lépine international inventors' fair.
• Monoi-Tiki Authentic Tahitian Monoi Oil Only authentic Monoi oil brand sold in Finland. Made exclusively in Tahiti from Tiare flowers infused in coconut oil, traditionally used for centuries in Polynesian beauty care, hair care, and massage rituals.
• Soraali Cactus Fig Seed Oil Finnish cactus fig seed oil (prickly pear oil) brand sourced from Angers, Tunisia. One of the world's most expensive and valuable natural oils with nourishing, moisturizing, and regenerating skin properties.
• Karethic Raw Shea Butter Products French brand producing high-quality unrefined organic shea butter. World's finest-quality shea butter, certified organic, Cruelty Free, and Fair Trade compliant. Leading producer since 2010.
• TREW Natural Vegan Lip Balms French 100% natural vegan lip balms using innovative glycerin technology. Includes tinted and untinted balms with natural flavors and CBD-infused variants for hydration and plumping.
• Savon Stories Solid Hair Care Traditional solid shampoos and hair-care products from Savon Stories. Sulfate-free formulas providing gentle cleansing for various hair types.
• Marius Fabre Marseille Soaps Traditional authentic Marseille soaps from Marius Fabre, including natural bar and liquid soaps with various formulations for different skin types. Distributed to Finnish retailers including Ruohonjuuri, Kärkkäinen, and Alpa.
• Organic Essential Oils (Florame) Over 60 varieties of 100% organic essential oils including Lavandula Angustifolia, Tea Tree, Eucalyptus, Rosmarinus Officinalis, and others. ECOCERT certified, botanically and biochemically defined (EOBBD) — each label carries Latin plant name, plant part used, origin country, and chemotype.
• Aromatherapy Diffusers Aromatherapy diffusers including nebulizing and ultrasonic models. Professional-grade diffusers suitable for both home and spa use.
• Florame BOOSTER Targeted Serums BOOSTER targeted serums with specific active ingredients: CERAMIDES for barrier protection, POLYGLUTAMIQUE for hydration, COLLAGENE VEGETAL for smoothing, and ZINC for skin balance. ECOCERT Cosmos certified organic.
• Digital Gift Cards Digital gift cards at €50 and €100 denominations, delivered via email as PDF files for flexible gifting across the catalog.
• Wholesale Platform for Resellers B2B wholesale channel allowing registered Finnish retailers (health food stores, department stores, cosmetics shops) to purchase Naturellement's imported brands in bulk at wholesale prices for resale. Requires business registration and approval.

Quantifiable outcome

• Over 130 different organic essential oils available
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• FloramecoreChannel Partner/ Reseller/ DistributorFlorame is a renowned French organic essential oils and aromatherapy brand that Naturellement imports and distributes in Finland. Florame offers approximately 130 different organic essential oils, flower waters, and high-quality aromatherapy cosmetics. The partnership involves exclusive distribution rights for the Finnish market.
• Marius FabrecoreChannel Partner/ Reseller/ DistributorMarius Fabre is an authentic French Marseille soap manufacturer whose products Naturellement distributes to retailers including Ruohonjuuri, Kärkkäinen, and Alpa in Finland.
• KarethicminorChannel Partner/ Reseller/ DistributorKarethic is a French brand producing high-quality unrefined organic shea butter. Naturellement imports and distributes their products which are certified organic, Cruelty Free, and Fair Trade compliant.
• ALL TIGERScoreChannel Partner/ Reseller/ DistributorALL TIGERS is a French natural cosmetics brand specializing in vegan makeup products including nail polishes, multi-use eye makeup pencils, mascaras, and lip products. The brand commits 1% of sales to FOR THE PLANET conservation and 1% to tiger conservation.
• Le Baume Integral by Céline EscandcoreChannel Partner/ Reseller/ DistributorLe Baume Integral is a French multi-purpose balm product that replaces multiple skincare products. Naturellement introduced this product to the Finnish market and it has won awards.
• Wesak ParisminorChannel Partner/ Reseller/ DistributorWesak Paris offers crystal elixirs combining ayurvedic secrets, aromatherapy scents, crystal energy, and plant oils. Their products include roll-on crystal perfumes and professional use oil dispensers for beauty salons.
• MarlayminorChannel Partner/ Reseller/ DistributorMarlay is a French brand founded in 1989 specializing in natural skincare products using celandine. Their flagship Celidoine Lotion won a medal at the 1990 International Inventors' Fair.
• Monoi TikicoreChannel Partner/ Reseller/ DistributorMonoi Tiki is the only authentic Monoi oil brand sold in Finland. The oil is made exclusively in Tahiti using Tiare flowers and coconut oil, traditionally used for centuries in Polynesian beauty care.
• KadalysminorChannel Partner/ Reseller/ DistributorKadalys is a French luxury cosmetics brand using banana-derived bioactive ingredients from rejected bananas from Martinique and Guadeloupe. The brand has 3 patents and won 11 awards during 2020-2022.
• SoraaliminorChannel Partner/ Reseller/ DistributorSoraali specializes in cactus fig seed oil (prickly pear oil), one of the world's most expensive natural oils, sourced from Tunisia.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Naturisimo: UK-based online retailer focused on natural, organic, and clean beauty and wellness brands — a direct structural analogue to Naturellement's e-commerce specialist positioning.
• Content Beauty & Wellbeing: UK online retailer of niche natural and organic beauty brands with a strong editorial and curation angle, closely paralleling Naturellement's specialist approach.
• The Detox Market: Online retailer specializing in non-toxic, natural, and organic beauty with a curated assortment of independent brands; mirrors Naturellement's category positioning and DTC/online curation model.
• Niche Beauty: UK-based online retailer of natural, organic, and clean beauty brands from Europe, operating a curation-led model similar to Naturellement's; serves as a comparable specialist in a different geography.
• Ruohonjuuri: Finnish health food and natural personal care retailer that both resells Naturellement's imported brands and competes for the same Finnish natural-cosmetics shopper via its own online and physical stores.

Others

• Cosmos Organic / ECOCERT brand portfolio: ECOCERT-certified organic brand ecosystem (Karethic, Kadalys, Wesak Paris, etc.) that Naturellement curates; these brands and the ECOCERT framework itself define the supply-side world Naturellement operates within.
• Florame: French organic essential oils and aromatherapy brand; Naturellement is its exclusive Finnish distributor, making Florame a key supplier and a structural reference point for the product category.

Broad incumbents

• Holland & Barrett: European health and natural personal care retailer with online and physical presence; relevant incumbent in the naturals category that overlaps with Naturellement's assortment.
• NOTINO: Large European online beauty retailer with a broad assortment including natural and organic brands; competes with Naturellement on price, range, and delivery in Finland but without the specialist curation angle.

Regional players

• doTERRA: Global MLM essential oils and aromatherapy brand that overlaps directly with Naturellement's Florame essential oils and aromatherapy assortment, though operating via a fundamentally different distribution model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/naturellementfi
• LinkedInlinkedin.com/company/naturellement-luonnonkosmetiikan-maahatuonti

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Naturellement