What Magrada does

Magrada OÜ is an Estonian family-owned natural cosmetics company headquartered in Pärnu, founded commercially in 2015 by Kaire Pagliuca and her daughter Lisanna, with origins in 1998 when Kaire began formulating products for Lisanna's sensitive and allergic skin. The company develops and sells a portfolio of hair care, body care, face care, and home fragrance products formulated with Nordic botanical ingredients — including juniper, cranberry, melissa, calendula, oak, linden blossom, elderflower, birch sap, sea buckthorn, and seaweed — sourced from Estonia's Hiiumaa island. Its underlying technology centers on waterless and solid product formats, small-batch production cycles every 10–12 weeks, and natural preservative systems avoiding parabens, mineral oils, silicones, and synthetic fragrances.

Magrada monetizes primarily through direct-to-consumer e-commerce on its own multilingual storefront (Estonian, English, Latvian, German) at unit prices ranging from roughly €12.90 for solid shampoo bars to €33–€35 for premium body creams and serums, with bundle pricing and free-shipping thresholds driving average order value. A secondary wholesale channel routes product through Douglas perfumery stores — where Magrada is the first Estonian brand listed — alongside regional distributors in Estonia and Latvia and a company-owned showroom in Pärnu offering personalized consultations. Customer segments span women with sensitive skin or haircare concerns (primary), men seeking natural grooming, eco-conscious home fragrance buyers, and gift purchasers.

The go-to-market combines content marketing (a blog with expert contributors including a gynecologist), organic and paid social (Instagram, Facebook, YouTube, TikTok), email automation via Klaviyo, and influencer collaborations that include co-developed product lines with Estonian and Latvian creators. R&D is conducted in partnership with Estonian, Latvian, Lithuanian, and French laboratories, most notably yielding the Firming Algae Body line. The business is bootstrapped (no disclosed institutional funding beyond an EAS/EU grant), privately held, and operates with a sub-10-person team.

Name

Magrada

Legal name

Magrada OÜ

Website

https://magrada.eu

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Magrada is an Estonian family-owned natural cosmetics brand that formulates and sells Nordic-ingredient hair, body, face, and home fragrance products via DTC e-commerce, retail partner Douglas, and regional distributors across the Baltics.

Ownership category

akta.pro rank

Product category

Natural Organic Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Bath & Shower Products (Soaps, Body Wash, Bath Additives) (CRADANAB), Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

Keywords

• Natural skincare products
• Organic haircare cosmetics
• Nordic botanical cosmetics
• Vegan beauty products
• Solid shampoo bars

Headquarters

HQ city

Pärnu

HQ country

Estonia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Online sales through Magrada's own e-commerce platform (magrada.eu) as the primary revenue channel
2. Retail Distribution: Sales through retail partners including Douglas stores, with the brand becoming the first Estonian brand to be available at Douglas
3. Product Sales: Hair care, body care, face care, and home fragrance products sold at various price points

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Magrada manufactures and sells natural, organic Nordic cosmetics including hair care (shampoos, solid shampoo bars, hair masks), body care (face care, body creams, body masks, soaps, tanning products), home fragrance (reed diffusers, candles), and gift products. The brand emphasizes waterless/solid product formulations, small-batch production every 10-12 weeks, and certified organic Nordic botanical extracts sourced from Estonia's Hiiumaa island.

Product overview

Magrada is an organic Nordic cosmetics brand offering a comprehensive skincare and haircare product portfolio. The product line consists of hair care (shampoos, conditioners, hair masks, solid shampoo bars, men's products), body care (face care, lip care, body creams, body masks, soaps, tanning products), home fragrance (reed diffusers, candles), and gift products. The company also develops specialized product lines such as the Firming Algae Body line developed with Estonian and Latvian scientists, and collaboration products with influencers. The brand emphasizes plastic-free options through solid shampoo bars and refill packages, sustainable ingredients sourced from Nordic nature, and products free from mineral oils, parabens, and other harmful substances.

Differentiator

Problem solved

Functional benefit

Products and services

• Shampoos Liquid hair cleansing products for various hair types including solutions for sensitive scalp, dry hair, and dandruff. Offered to consumers seeking natural haircare alternatives.
• Solid Shampoo Bars Plastic-free solid shampoo bars including the Pärnaõie (Linden) solid shampoo with Nordic birch extract. Designed for eco-conscious consumers seeking plastic-free haircare alternatives.
• Conditioners and Hair Masks Hair conditioning and deep treatment products including the award-winning Rhubarb Hair Mask with ricinus oil that won gold at Pure Beauty Global Awards 2021.
• Men's Hair Care Hair care products specifically formulated for men including the Daily Essentials men's care series. Targeted at male consumers seeking natural personal care alternatives.
• Face Care Products Facial skincare products designed for various skin types including sensitive and allergic skin. Free from mineral oils, parabens, silicones, and synthetic fragrances.
• Lip Care Products Natural lip balm and lip care products including the Huulepalsamite duo (Lip Balm Duo). Designed for daily lip moisturizing and protection.
• Firming Algae Body Care Line Specialized body care line including Firming Algae Body Serum (35%), Firming Algae Body Cream, and Firming Algae Body Mask. Strengthens skin, increases elasticity, reduces fat, removes toxins, and tones skin.
• Body Creams and Lotions Body moisturizing and treatment products priced at €30-35 range. Includes the Firming Seaweed Body Cream with plant extracts.
• Body Soaps Natural body cleansing soaps made with Nordic ingredients including Birch Sap Soap. Free from harsh chemical preservatives.
• Tanning Products Sun care and tanning products including Carrot Tanning Oil and Golden Body Shimmer for natural-looking sun-kissed skin.
• Men's Body Care Body care products specifically formulated for men's skin needs including grooming essentials.
• Reed Diffusers Natural room air fresheners with refillable bottles. Targeted at eco-conscious consumers seeking sustainable home fragrance solutions.
• Home Candles Scented candles made with natural ingredients for home ambiance and aromatherapy.
• Gift Bundles and Sets Pre-configured product bundles such as the Men's Daily Essentials set offering savings (e.g., 25% off) and convenience for gifting occasions.
• Gift Cards Gift cards providing flexible gifting options for customers who want to let recipients select preferred products.
• Lauren x Magrada Collaboration Products Collaborative product line with Estonian influencer Lauren Padar featuring moisturizing shower gel and restoring body cream co-branded under the Lauren x Magrada label.
• Sleep & Glow 5in1 Lavender Beauty Oil Multi-purpose lavender beauty oil with Vitamin E for body nourishment. Designed as a five-in-one beauty solution.
• Travel Size Products Compact travel-size versions of popular products for convenient travel use.
• Refill Packages Refill packaging options for products, designed to reduce environmental impact through reduced packaging waste.

Quantifiable outcome

• 22cm body measurement reduction reported by founder Kaire Miiter after 2 months of using algae body care line
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• DouglasflagshipChannel Partner/ Reseller/ Distributor · 1 January 2024Douglas is a major European perfumery and cosmetics retailer. Magrada became the first Estonian brand to partner with Douglas, representing a significant milestone in the brand's international expansion and credibility building.
• Estonian and Latvian Scientific LaboratoriescoreStrategic or Co-development PartnerMagrada collaborates with scientific laboratories in Estonia and Latvia for product development and testing. The collaboration with Latvian scientists was instrumental in developing the algae body care line, which achieved measurable results in body measurements.
• Laboratories (Lithuania and France mentioned)minorStrategic or Co-development PartnerProduct development collaboration extended to laboratories in Lithuania and France for specialized formulation expertise, particularly for the anti-cellulite body care line.
• Mirtel Pohla (Estonian Actress)coreGTM or Marketing PartnerMirtel Pohla, prominent Estonian actress, serves as brand ambassador in the 'Your Natural Beauty' campaign, sharing personal beauty rituals and authentic testimonials about Magrada products.
• Lauren Padar (Influencer)minorGTM or Marketing PartnerCollaboration with influencer Lauren Padar on co-branded body care products, including a restorative body cream featuring her in marketing campaigns.
• Lorēne (Estonian Influencer)coreGTM or Marketing PartnerProminent Estonian influencer with whom Magrada created a collaboration product. Described as a special milestone and honor for the brand to develop products together.
• Krista Leškēviča (Latvian Content Creator)minorGTM or Marketing PartnerLatvian content creator who became a Magrada fan after successful collaboration and now represents the brand in Latvia, promoting Magrada to the Latvian audience.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Rahua: Premium natural haircare brand built on sustainably sourced Amazonian botanical ingredients. Comparable to Magrada on natural/botanical haircare positioning, sustainability story, and premium pricing.
• Sodashi: Boutique natural skincare brand distributed through luxury SPA and retail channels. Comparable to Magrada on natural formulations, SPA professional endorsement, and premium pricing strategy.
• Acure Organics: Mid-sized natural personal care brand offering hair, body, and skincare with vegan/cruelty-free positioning. Comparable on natural ingredient story, multi-category hair/body/skincare portfolio, and digital-first distribution.
• Lush: Global handmade cosmetics brand built on natural ingredients, fresh-batch production, and anti-animal-testing positioning. Most directly comparable to Magrada on handmade/natural cosmetics, solid-format innovation, and small-batch ethos.

Broad incumbents

• Burt's Bees: Natural-ingredient personal care brand with body care, lip care, and men's products in mass retail. Comparable on natural ingredient positioning, lip/body care portfolio, and men's grooming range.
• The Body Shop: Iconic global natural-ethos beauty retailer with broad body care, haircare, and gift sets. Comparable on natural positioning, body/hair care product mix, and gift set merchandising used by Magrada.
• Natura Brasil: Latin American-origin natural and sustainable beauty group operating across body care, hair care, and fragrance. Comparable on natural ingredient sourcing narrative, multi-category natural portfolio, and direct-to-consumer plus retail distribution.
• Dr. Hauschka: Premium natural and biodynamic skincare brand with strong professional/SPA channel presence. Comparable to Magrada on natural formulations, SPA professional endorsements, and European specialty retail distribution.
• Weleda: Established natural skincare and body care brand with a Natrue-certified portfolio and deep presence in European pharmacies and perfumeries. Comparable on natural ingredient sourcing, body care focus, and Douglas-channel distribution.

Emerging players

• Herbivore Botanicals: DTC-led clean beauty brand with natural skincare and body care portfolio. Comparable on clean/natural positioning, social-media-led marketing, and small-batch premium product presentation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/magradaorganiccosmetics
• Facebookfacebook.com/magradaorganiccosmetics
• LinkedInlinkedin.com/company/magrada-organic-cosmetics

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 Magrada