WHAT’S INSIDE?
7 LOCAL NATURAL BEAUTY BRANDS WORTH DISCOVERING

Etide

Price: from €14 for hand cream to €22.5 for hand and body lotion

We believe that many solutions for our health and beauty can be found in nature. We explore how to gently and wisely harness the very best it has to offer.

At Etide, we believe that scents—whether invigorating and vibrant or deep and smoky—are nature’s way of speaking to us and our emotions, a kind of flirtation with our mood. That’s why the brand’s skincare products are crafted using the highest-quality essential oils. Their delicate fragrances linger long after use—we can confirm.

But Etide’s merits go beyond scent: its products contain a wealth of natural bioactive ingredients, including 100% natural moisturizer pentavitin and Sacha Inchi oil—one of the richest sources of Omega-3 and Omega-6, which enhance skin texture and strengthen its protective barrier.

Committed to preserving natural resources, Etide uses recyclable packaging and offers refill options for its most popular products.

Everything at Madara must be safe, natural, beautiful, and future-oriented

As a child, Madara’s founder and co-owner Lotte Tisenkopfa-Itnere dreamed of either working in manufacturing or serving in the military (becoming a soldier). She always felt a strong desire to fight injustice, but her sensitive nature quickly made her realize military service wasn’t her path. Instead, her dreams led her to manufacturing—and her fight against injustice took a new form when she founded her own cosmetics brand with a core mission: protecting nature.

“Even today, in the 21st century, nature provides us with everything we need. Under the watchful eyes of doctors and in the bright lights of scientific laboratories, ancient legends are reborn as modern natural cosmetics that truly work.”

Years of research and laboratory work have paid off: Madara has earned its reputation as one of Northern Europe’s most renowned natural beauty brands. The bioactive ingredients in its products—from birch sap to Arctic plant stem cells—intensely nourish skin and improve its long-term health.

One of Madara’s key differentiators is its unmatched shade range in makeup. The brand has proven that it’s possible to create shimmering highlighters, vibrant glosses, and metallic liquid shadows using only natural pigments.

To find the perfect product for your skin, take a quick quiz on Madara’s website.

Silmachy

Price: from €5.7 for a lip balm to €19.85 for a face moisturizer

Knowledge, sincerity, and a desire to save the world from mountains of plastic

“I read studies about microplastics, which are now being found even in breast milk and human blood. Although the long-term effects of microplastics on health are not yet fully understood, I decided that in our family business, we wanted to minimize the use of plastic packaging.” This is how the family-run cosmetics brand Silmachy was born in 2015, specializing in natural cosmetics in solid forms (meaning water-free); all of them, in turn, are packaged either in eco-friendly, home-compostable FSC-certified cardboard or in easily recyclable glass and aluminum. No plastic.

At Silmachy, they believe that caring for the environment can go hand in hand with self-care, which is why their products contain no silicones, parabens, SLS, synthetic dyes, or fragrances. The brand has been awarded three globally recognized accolades—European Natural Beauty Awards, Free From Skincare Awards, and Baltic E-commerce Star—confirming its sustainability. Today, Silmachy exports its products to 15 countries worldwide.

Lithuanian brand UOGA UOGA, specializing in both skincare and mineral makeup, was born in 2010—before “natural” became a trend. Founder Lena Sokolovska is adamant: the market still offers too many so-called “clean” beauty products that aren’t truly clean. UOGA UOGA was created to change that.

“Natural should be effective,” Lena asserts. A common reason people choose synthetic cosmetics over natural ones is perceived efficacy. But natural beauty is far more than cucumber slices instead of eye patches. Many brands use synthetic ingredients to cut production costs, even when equally powerful plant-based alternatives exist.

UOGA UOGA’s formulas prove this point—packed with phytosterols, beta-glucans, flower acids, and other bioactive naturals that rival synthetic actives.

Since 2023, 1% of the brand’s Lithuanian revenue supports Pagalbos Moterims Linija (“Women’s Help Line”), an organization providing emotional support to women in need.

We want to create a society where eco-friendly products are the daily choice and the gold standard

A shampoo bottle leaking in a suitcase—many have experienced this frustrating situation. But for the founders of Estere, this unpleasant incident inspired them to create their own brand where all products—from shampoo to deodorants—come in solid form. Today, Estere stands as one of Latvia’s leading natural cosmetics brands that’s kind to both health and the environment. They use no animal-derived ingredients, and none of their products are tested on animals.

Environmental care isn’t just lip service —that’s why Estere products are available both packaged and package-free. Packaged items can be purchased online or at partner stores, while customers can bring their own containers to refill (with the added bonus of a lower price).

“It all began with a simple question—what cosmetics are truly vegan? Friends kept asking what to buy and what to avoid. After exhausting research into product ingredients, I decided to create my own explicitly vegan brand.” Maya, founder of Vegan Fox, believes that choosing cosmetics is one way to express what truly matters to us.

Today, Vegan Fox unites people for whom animal welfare and environmental care are non-negotiable values. None of the brand’s products (including raw materials) contain animal-derived ingredients or are tested on animals. The brand also avoids parabens and PEGs, uses recyclable packaging, and donates part of its profits to initiatives improving animal welfare and environmental protection.