Overview
Ruohonjuuri is Finland's leading specialty retailer for natural wellbeing. In its stores and online at ruohonjuuri.fi, it sells natural cosmetics, supplements, superfoods, organic food and other wellness products, with a curated range where every product is chosen as a better choice for people and the environment. For a natural beauty, wellness or organic food brand, Ruohonjuuri is one of the most relevant retailers in Finland.
Who is behind Ruohonjuuri
Ruohonjuuri was founded in 1982 and has been a pioneer of sustainable shopping in Finland ever since. It is a certified B Corporation, and its largest shareholders are the Finnish environmental organisations YKY ry and Dodo ry. Ruohonjuuri is a member of the Finnish Health Food Retailers' Association.
Stores and online
Ruohonjuuri has stores across the Helsinki region, including its award-winning flagship store on Mannerheimintie, a store at Helsinki Airport and stores in shopping centres such as Tripla, Redi, Itäkeskus, Jumbo, Kaari, Iso Omena, Lippulaiva and Ainoa. It keeps opening new stores, for example in the Sello shopping centre in Espoo in October 2025. Ruohonjuuri also sells online in Finnish at ruohonjuuri.fi and in English at ruohonjuuri.com, where it presents itself as a destination for Finnish organic beauty and Nordic wellness.
Nordic cooperation
Ruohonjuuri works together with the Norwegian health retailer Kinsarvik and the Swedish chain Hälsokraft to promote health and wellbeing across the Nordic region.
What the shopper sees
Shoppers come to Ruohonjuuri for natural and organic products they can trust, together with advice from trained staff. The range includes products from small local producers, natural cosmetics, vitamins and supplements, and organic snacks and superfoods.
How brands can work with Ruohonjuuri
Ruohonjuuri is a retailer, not an open marketplace. It chooses the products it carries and sells them in its stores and online. A brand approaching Ruohonjuuri should be ready with:
- Natural, organic or clean products that fit Ruohonjuuri's curated range and sustainability values.
- Clear ingredient information and certifications, such as organic or natural cosmetics certification.
- Finnish and Swedish labelling and product content for the Finnish market.
- EU and Finnish compliance for the product type, for example cosmetics, food supplements or food rules.
- Reliable supply into Finland.
Why Ruohonjuuri matters for brands
Ruohonjuuri reaches Finnish shoppers who actively look for natural and sustainable products, and a place in its range signals that a brand meets those expectations.
How eBrands looks at Ruohonjuuri
eBrands is headquartered in Helsinki and works with brands on marketplaces and retail channels across Europe and North America. If you want to see how Ruohonjuuri could sit alongside the channels you already use, we are happy to talk it through.
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