GREEN THERAPY

What GREEN THERAPY does

GREEN THERAPY, operated by NATURA VITA LUKA d.o.o., is a Croatian natural herbal products company founded in 2000 and headquartered in Sesvete (Zagreb). The company rebranded from Natura Vita to GREEN THERAPY in August 2023 and sells a catalog of teas and powders, alcohol-based tinctures, topical oils and gels, capsules, and curated gift packages addressing wellness use cases such as immunity, detoxification, stress, sleep, circulation, and skin care. Every batch is tested by third-party laboratories including heavy-metal screening (lead, mercury), and the company is HACCP compliant.

The commercial platform is a WooCommerce storefront at naturavita.hr, built and maintained by external partner Media X (obrt Media X), with standard features: online shopping cart, customer accounts, newsletter registration, live chat, and EU online dispute resolution integration. There is no proprietary technology, no mobile app, and no API. Distribution is primarily direct-to-consumer via the website, supplemented by physical presence in 20+ pharmacies across Croatian cities including Zagreb, Sesvete, Karlovac, Split, and Dubrovnik, where customers can request products at their preferred pharmacy.

The revenue model is one-time unit sales. Products are priced from €5.90 to €49.90, with free shipping on orders over €40, installment payments on orders over €70, and tiered volume discounts (buy 2 save ~10%, buy 3 save ~15%). The primary customer segment is health-conscious Croatian consumers seeking natural alternatives, with a secondary segment for health-focused gift shoppers. The company is privately held, founder/management-led (Andreja Gazdek listed as a member of the board / član uprave), with no institutional investors, no funding history, and no disclosed revenue.

Name

GREEN THERAPY

Legal name

NATURA VITA LUKA d.o.o.

Website

https://naturavita.hr

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

GREEN THERAPY is a Croatian herbal products company (founded 2000, 14 employees, headquartered in Sesvete/Zagreb) selling teas, tinctures, oils, gels, capsules, and gift packages direct-to-consumer via naturavita.hr and 20+ pharmacies across Croatia, targeting health-conscious consumers seeking natural wellness alternatives.

Ownership category

akta.pro rank

Product category

Herbal Supplements and Natural Wellness Products

NAICS

Food (Health) Supplement Retailers (456191), Medicinal and Botanical Manufacturing (325411)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industries

Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Sleep, Stress & Mood Support (HLAIADAG)

Keywords

• Herbal supplements
• Natural health products
• Herbal tinctures
• Botanical wellness
• Natural cosmetics

Headquarters

HQ city

Sesvete (Zagreb)

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct online sales of natural herbal products including teas, tinctures, oils, capsules, and gift packages through naturavita.hr. Customers can purchase individual products or curated gift packages. Revenue generated from one-time product purchases with tiered pricing discounts for multi-unit purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

GREEN THERAPY develops, sources, and sells a curated catalog of natural herbal wellness products — including teas and powders, alcohol-based tinctures, topical oils and gels, capsules, and bundled gift packages — through its own e-commerce site naturavita.hr and a network of Croatian pharmacies. Products are positioned as natural, plant-based alternatives for immune support, detoxification, stress relief, sleep, skin care, and circulation, with every batch third-party tested for heavy metals and HACCP standards.

Product overview

GREEN THERAPY is a natural health products e-commerce company operating under NATURA VITA LUKA d.o.o. (rebranded from Natura Vita in August 2023). The company offers a portfolio of herbal and botanical supplements organized into five main categories: (1) Teas and Powders including Carica Papaja products, Guava tea, Moringa powder, and Jasmine tea; (2) Tinctures including Maca, Hawthorn (Glog), Ashwagandha, Reishi mushroom, Burdock, Dandelion, Willowherb, Fenugreek, and Horsetail; (3) Oils and Gels including Wild Chestnut gel, Japanese anti-inflammatory oil, and Oil of 35 Medicinal Plants; (4) Capsules including Carica Papaja enzyme capsules; and (5) Gift Packages (Imunoboost, Business Folks, Just Do It, Carica Papaja). Products are sourced from natural ingredients, tested by third-party laboratories for heavy metals, and distributed primarily through their Croatian e-commerce platform and physical pharmacies in Croatia. The company emphasizes quality control with HACCP compliance and offers free shipping on orders over 40€ and installment payment options on orders over 70€.

Differentiator

Problem solved

Functional benefit

Products and services

• Teas and Powders (Čajevi i prahovi) Herbal teas and powdered supplements including Carica Papaja tea and powder, Guava tea, Bamija (Okra) tea, Moringa powder, and Jasmine flower tea, sold to individual Croatian consumers seeking natural wellness support.
• Tinctures (Tinkture) Alcohol-based herbal extracts including Maca, Hawthorn (Glog), Ashwagandha, Reishi mushroom, Burdock, Dandelion, Willowherb, Fenugreek, Horsetail, Green Walnut, Bitter Melon, and Immortelle tinctures, formulated for energy, hormonal balance, heart, immune, liver, prostate, and stress support.
• Oils and Gels (Ulja, gelovi) Topical oils and gels for body care including Wild Chestnut gel for leg circulation, Naturgeist Japanese anti-inflammatory herbal oil, and the multi-purpose Oil of 35 Medicinal Plants for facial and body skin care.
• Capsules (Kapsule) Supplement capsules including Carica Papaja enzyme capsules (100% natural papaya enzyme, 200mg per capsule, 60-count pack), marketed for everyday enzyme and immunity support.
• Gift Packages (Poklon paketi) Curated multi-product bundles sold as gifts — Imunoboost (immunity booster), Business Folks (energy support with Moringa and Turmeric-Ginger tincture), Just Do It (vitality with African Plum and Guava tea), and Carica Papaja (everyday home-and-travel set).
• Carica Papaja Tea (Čaj od carice papaje) Papaya leaf tea containing papain enzyme, priced at €19.50, rated 5 stars, and noted as a top seller and best-rated product.
• Naturgeist Japanese Oil (Naturgeist japansko ulje) Japanese anti-inflammatory herbal oil priced at €22.60, sold for topical application.
• Wild Chestnut Gel (Gel od divljeg kestena) Topical gel for leg circulation support, priced at €22.60.
• Natural Slim Herbal tea blend for weight management support, priced at €17.20.
• Carica Papaja Powder (Prah od carice papaje) Powdered papaya enzyme for practical everyday use, priced at €19.50.
• Uronatur Herbal tea for frequent urination and inflammation support, priced at €9.20.
• Bamija (Okra) Tea Okra vegetable tea rich in nutrients, priced at €19.00.
• Miran san Herbal tea for relaxation and against insomnia, priced at €9.20 and rated 5 stars.
• Imunoboost Package (Imunoboost paket) Immunity booster gift package priced at €25.44 (originally €31.80, 20% off).
• Carica Papaja Package (Carica Papaja paket) Bundled gift package pairing Carica Papaja tincture and tea for everyday use at home and on the road, priced at €29.36 (originally €36.70).
• Business Folks Package (Business Folks paket) Energy-support gift package combining Moringa powder and Turmeric-Ginger tincture, priced at €21.20 (originally €26.50).
• Just Do It Package (Just Do It paket) Vitality gift package combining African Plum and Guava tea, priced at €30.31 (originally €37.89).
• Maca Tincture (Tinktura maca) Maca root tincture (Lepidium meyenii) for energy and hormonal balance, 50ml at €12.99.
• Hawthorn Tincture (Tinktura glog) Hawthorn berry tincture (Crataegus monogyna) for heart health, 100ml.
• Green Walnut Tincture (Tinktura zeleni orah) Green walnut tincture (Juglans regia) supporting detoxification of the digestive tract and body, priced at €13.50.
• Burdock Tincture (Tinktura čičak) Burdock root tincture (Arctium lappa) with zinc, priced at €13.99.
• Bitter Melon Tincture (Tinktura gorka dinja) Bitter melon tincture (Momordica charantia) formulated for blood sugar regulation and liver health.
• Dandelion Tincture (Tinktura maslačak) Dandelion tincture (Taraxacum officinale) with Vitamin B6 for detoxification, 100ml.
• Willowherb Tincture (Tinktura vrbovica) Small-flowered willowherb tincture (Epilobium parviflorum) with zinc for prostate health.
• Ashwagandha Tincture (Tinktura ashwagandha) Ashwagandha root tincture (Withania somnifera) with Vitamin B6 for stress relief and energy support.
• Immortelle Tincture (Tinktura smilje) Sandy immortelle flower tincture (Helichrysum arenarium) with Vitamin B6, priced at €14.09.
• Carica Papaja Capsules (Kapsule Carica Papaja) 100% natural papaya enzyme capsules with 200mg per capsule, 60-count pack priced at €24.99.
• Jasmine Flower Tea (Čaj cvijet jasmina) Dried jasmine flowers tea, 50g at €15.60 (€312/kg), noted for high antioxidant content.
• Reishi Mushroom Tincture (Tinktura reishi gljiva) Reishi mushroom tincture (Ganoderma lucidum) with Vitamin C for immune support, priced at €14.99.
• Fenugreek Tincture (Tinktura piskavica) Fenugreek seed tincture (Trigonella foenum graecum) with Vitamin B6.
• Oil of 35 Medicinal Plants (Ulje od 35 ljekovitih biljaka) Multi-purpose oil blend of 35 essential oils for facial and body skin care, 80ml at €19.80.
• Horsetail Tincture (Tinktura poljska preslica) Field horsetail tincture (Equisetum arvense) with antioxidants for detoxification support.

Quantifiable outcome

• 5-star customer service rating

Named customers4 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Pukka Herbs: UK-based herbal tea and supplement brand with a wide organic, Ayurvedic botanical portfolio sold across Europe and globally. Broader incumbent in the same herbal tea and wellness category with significantly greater scale and international distribution.
• Yogi Tea: Internationally distributed herbal and functional tea brand rooted in Ayurvedic botanicals. Comparable product format (herbal teas, blends) and wellness positioning, but operates at much larger scale across multiple continents.
• A.Vogel (Bioforce): Swiss/European herbal brand with a deep portfolio of tinctures, teas, and botanical supplements built on Alfred Vogel's herbal tradition. Strong overlap with Green Therapy's tincture and herbal tea categories across European markets.
• Nature's Way: Large-scale US herbal and botanical supplement brand with broad retail distribution. Comparable herbal supplement category but operates at much larger scale across multiple channels and geographies.
• Traditional Medicinals: Established North American herbal tea company with a broad botanical catalog targeting immunity, sleep, digestive, and stress use cases. Closely comparable functional benefit set to Green Therapy's tea and tincture lineup.

Direct peers

• Suban: Long-established Croatian herbal and natural product brand selling teas, tinctures, and botanical supplements through retail and pharmacy channels. Direct competitor in the same Croatian herbal supplements category with overlapping product formats and channels.
• Biofarm: Croatian producer and brand of herbal teas, medicinal plant products, and supplements sold through pharmacies and retail. Overlaps directly with Green Therapy's herbal tea, tincture, and botanical product categories in the same geography.

Emerging players

• Gaia Herbs: US herbal supplements brand focused on traceability, third-party testing, and liquid herbal extracts. Comparable quality-assurance narrative, product formats (tinctures, capsules, teas), and direct-to-consumer-led distribution.
• Herb Pharm: US herbal extract company specializing in liquid tinctures and botanical extracts with strong third-party testing and certified organic positioning. Closely comparable tincture-heavy catalog and quality-led differentiator.
• Terranova Health: UK-based botanical and adaptogenic supplement brand with emphasis on premium formulation and ingredient transparency. Comparable niche positioning in herbal tinctures and capsules with a quality-forward brand narrative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/uzagrljajusprirodom
• LinkedInlinkedin.com/company/greentherapy
• Instagraminstagram.com/naturavita.hr

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 GREEN THERAPY