Eluvägi

What Eluvägi does

Eluvägi OÜ is a privately held Estonian e-commerce retailer headquartered at Rüütli tn 14 in Pärnu, operating the online storefront www.eluvagi.ee under the brand promise 'Sinu terve ja rõõmsa elu heaks' (For your healthy and joyful life). The company sells a curated assortment of certified natural and organic wellness products directly to Estonian consumers, organized into categories including health teas (Terviseteed, 121 SKUs), superfoods (139 SKUs), cold-pressed oils (19 SKUs), hemp-seed-oil cosmetics under the Kanepiõli Kosmeetika line (86 SKUs, COSMOS ECOCERT certified), an Apteek category of 200 SKUs, beauty products (Ilutooted, 81 SKUs), and a Kingitused (gifts) subcategory. Recent product introductions include a line of adaptogenic dandelion-root coffee alternatives (CALMNESS, FOCUS, IMMUNITY, EFFICIENCY) at €12.30 per 150g, manufactured by Polish supplier COFFEGAN SP. Z o. o.

The business operates on a direct-to-consumer retail model with one-time unit sales priced in euros inclusive of 20% VAT; free shipping applies to orders over €60, with parcel-locker delivery across Estonia via SmartPOST, Omniva, and DPD at €4.05 per shipment, plus warehouse pickup from Pärnu. Payments are processed through Maksekeskus supporting Estonian bank-link methods (Swedbank, SEB, LHV, Luminor, COOP, PocoPay), and the storefront is hosted by Zone with Google Analytics integrated. The company holds no patents, has no disclosed funding rounds, no disclosed management team, and sources most of its core SKUs from a small set of Polish and international manufacturers (Dary Natury, COFFEGAN, Dabur), making supplier concentration a material operational dependency despite low customer concentration.

Eluvägi competes as a niche Estonian-language wellness reseller rather than a technology platform; there is no proprietary technology layer, no AI/ML capability, and no app presence. Growth, financial, and headcount data are not disclosed in the available source material, and the operating footprint is restricted to Estonia with out-of-country orders handled on a special-arrangement basis. The company is GDPR-compliant and observes EU cosmetics regulation 1223/2009/EC for its skincare line.

Name

Eluvägi

Legal name

Eluvägi OÜ

Website

https://eluvagi.ee

Company type

Private

Founded year

2014

Operating status

Operating

Short description

Eluvägi OÜ is an Estonian e-commerce retailer operating www.eluvagi.ee from Pärnu, selling certified natural and organic wellness products (teas, superfoods, cold-pressed oils, hemp cosmetics, adaptogenic dandelion coffees) directly to Estonian consumers via parcel-locker delivery and warehouse pickup.

Ownership category

akta.pro rank

Product category

Natural Health Products E-commerce Retail

NAICS

Food (Health) Supplement Retailers (456191), All Other Specialty Food Retailers (445298), Other Specialty Food Retailers (44529)

akta.pro primary industry

Natural/Organic Grocery E-commerce & Delivery-Only Retail (CRAHAEAI)

akta.pro secondary industries

Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH), Health Food & Supplement Stores (CRAHAEAC)

Keywords

• Natural health products
• Organic cosmetics retail
• Herbal wellness teas
• Cold-pressed oils
• Adaptogenic coffee alternatives

Headquarters

HQ city

Pärnu

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations

Revenue model

1. Product Sales: One-time product sales through e-commerce platform. Products include cold-pressed oils, health teas, superfoods, hemp cosmetics, and natural health supplements. Customers purchase individual items at listed prices with VAT included (20%).

Pricing tiers

Distribution channels4 records

Marketing channels1 record

Core offering

Eluvägi operates the online store www.eluvagi.ee, selling certified organic and natural health products to Estonian consumers. The product assortment spans cold-pressed oils, herbal health teas, superfoods and dietary supplements, hemp seed oil cosmetics (COSMOS ECOCERT certified), personal care items, and a signature dandelion root coffee alternative line blended with adaptogens. Products are sourced from European manufacturers (notably COFFEGAN, Dary Natury, and Dabur) and shipped domestically via parcel locker networks or warehouse pickup.

Product overview

Eluvägi is an Estonian online e-commerce store (e-pood) selling natural health and wellness products. The company operates as a single unified e-commerce platform with product categories including hemp oil cosmetics (Kanepiõli Kosmeetika) with COSMOS ECOCERT certification, cold-pressed oils, health teas (Terviseteed), superfoods and dietary supplements, and body care products. The core product portfolio centers on dandelion-based coffee alternatives (Võilillekohv/Võilillejuure Kohv) in various formulations including cappuccino-style drinks with oat drink, and adaptogenic dandelion coffee blends for immunity, focus, calmness, and efficiency. Additional products include herbal teas for cleansing and weight management, MSM supplements, organic artichoke juice, flax seeds, dandelion juice, antibacterial toothpaste, and pheromone-activating anti-aging skincare for men. The company sources certified organic products primarily from Poland-based manufacturers including COFFEGAN SP. Z o. o., Dary Natury, and Dabur. Eluvägi OÜ (Reg. 12650341) is headquartered in Pärnu, Estonia.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Five partnerships are on record, tiered core.

• OmnivacoreChannel Partner/ Reseller/ DistributorLogistics partner for parcel delivery services. Provides 24/7 parcel locker network across Estonia. Orders delivered to Omniva parcel lockers for customer collection.
• Itella (SmartPOST)coreChannel Partner/ Reseller/ DistributorLogistics partner providing SmartPOST parcel locker services. Weatherproof delivery option across Estonia. Orders delivered to SmartPOST parcel lockers.
• DPDcoreChannel Partner/ Reseller/ DistributorLogistics partner for parcel delivery. Operates 24/7 parcel locker network in Estonia. Orders delivered to DPD parcel lockers for customer collection.
• MaksekeskuscoreTechnology or IntegrationPayment service provider enabling online payments. Processes bank link payments including Swedbank, SEB, LHV, Luminor, COOP, and PocoPay.
• Zone (server hosting)coreTechnology or IntegrationIT infrastructure provider hosting customer data and e-commerce platform. Ensures data security and website functionality.

Recent moves5 records

Expansion highlights4 records

Emerging players

• Lifeextension (lifeextensioneurope.com): Online retailer specializing in premium supplements and longevity products. Comparable to Eluvägi's supplement and MSM-type wellness offerings with EU cross-border reach.

Broad incumbents

• Holland & Barrett: UK-headquartered health-food retailer with growing EU e-commerce footprint. Comparable in vitamins, herbal supplements, and natural beauty segments but as a much broader incumbent.
• The Body Shop: Global natural-ingredient beauty retailer. Comparable on the hemp/natural cosmetics segment of Eluvägi's assortment but operates at vastly larger scale across broader personal care categories.
• iHerb: Global online retailer of natural products, supplements, and superfoods. Increasingly ships to Estonia and competes on assortment breadth and price across Eluvägi's core categories.

Direct peers

• Looduspere (looduspere.ee): Estonian online retailer focused on natural and organic foods, herbal teas, and eco-friendly wellness products. Direct overlap in certified-organic SKU mix and Estonian DTC positioning.
• Maitsetaimed (maitsetaimed.ee): Estonian e-commerce herbalist and natural health retailer carrying teas, tinctures, and supplements. Highly comparable product mix targeting the same health-conscious buyer.
• Vitabalans / Vitaminid.ee: Baltic online vitamin and supplement retailer. Overlaps with Eluvägi's supplement and superfood SKUs but with broader vitamin focus rather than organic-emphasis.
• BioFit.ee: Estonian e-commerce retailer of natural health products, supplements, superfoods, and organic cosmetics. Closest direct competitor serving the same health-conscious Estonian consumer base via online store.

Regional players

• Pipette (Estonia): Estonian natural cosmetics brand with online DTC presence. Overlaps with Eluvägi's hemp and natural skincare SKUs while also being a potential supplier/competitor in the local market.
• Apteek Online (Estonian e-pharmacies): Estonian online pharmacy chains selling herbal teas, supplements, and natural personal care. Direct overlap on Eluvägi's "Apteek" category with regulatory advantages on health-claim SKUs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Eluvägi