Murumuru

Murumuru is a Finnish natural-cosmetics brand that makes skincare, makeup, body and hair products developed and manufactured in Helsinki. It began as a product line of the Finnish cosmetics company Naviter Oy, founded in 2012 by Anni Linnavirta [9], and takes its name from murumuru butter, a moisturising fat pressed from the seeds of an Amazonian palm [15].

Since December 2021 the brand has belonged to Berner Oy, a long-established Finnish family company, which acquired Naviter and folded Murumuru into its consumer-products division. The brand remains in active retail, and in 2025 expanded across the Nordics through the retailer Lyko.

Murumuru grew out of the work of Anni Linnavirta, who founded Naviter Oy in Helsinki in 2012. According to a founder profile in the Finnish magazine Eeva, Linnavirta turned to cosmetics after years of sensitive skin, rosacea and product intolerance in the early 2000s; she found that black-currant seed oil eased her symptoms and set out to build a product line around it, summed up in her phrase "if it helped me, it will help others too" [10]. Naviter's first range, EkoPharma, launched the same year, and the company later grew into several product lines.

The exact year Murumuru itself launched is not documented. A November 2018 review in the Finnish beauty blog Tuubitoleranssi described it as a "new" domestic natural-cosmetics line [15], and the FI-Natura certification body it carries was only established in 2014, placing the launch somewhere from the mid-2010s onward.

Murumuru was first positioned as a range for sensitive skin suited to the whole family, from small children to the elderly. A 2020 thesis study of the brand found that its actual customers were mostly millennial women aged 24 to 40 who valued natural cosmetics and ecological credentials, and the research prompted a repositioning away from the original family framing toward that audience [11].

In December 2021, Berner Oy acquired Naviter, with the agreement signed on 2 December [9]. At the time of the deal, Naviter reported revenue of 5.7 million euros for 2020 and more than 30 employees, and operated seven product lines spanning professional, pharmacy and consumer cosmetics. In 2025, Berner announced that Murumuru had become available through Lyko in Finland, Sweden, Norway and Denmark, widening the brand's reach beyond its earlier Finnish base [12].

Murumuru is owned by Berner Oy, a Finnish family business founded in 1883 whose operations span consumer products, healthcare, industrial supply and agriculture across the Nordic and Baltic region. The brand came to Berner through its 2021 purchase of Naviter Oy and sits within the group's consumer-products division. Sister brands inherited in the same acquisition include the professional skincare lines BTB13 and Ekopharma, the minimalist vegan line Pure=Beauty, and by Raili [9].

Murumuru frames natural cosmetics as something pleasurable rather than clinical. Its tagline, "Hyvää oloa ja kauniita tekoja" (roughly "good feeling and beautiful deeds"), captures a positioning the company sums up as combining skincare with the enjoyable moments of life. The brand says it works to the principle that "less is more and quality replaces quantity," and that beautiful skin does not have to mean flawless skin. A recurring signature in its self-description is scent: both the brand and its retailers highlight "candy-like" fragrances meant to make a routine feel like a small pleasure. Murumuru also emphasises domestic production, describing many of its raw ingredients as made in-house and presenting the range as genuinely local cosmetics.

The range runs to roughly fifty products across facial skincare, makeup, body care and a small number of hair products. Named hero items include a vitamin C serum, a hyaluronic-acid eye cream, a natural SPF15 BB cream the brand describes as a favourite among natural BB creams, and a body scrub, Soft & Polished Vartalokuorinta. Its formulas pair conventional skincare ingredients such as hyaluronic acid, betaine and glycerin with Finnish plant sources including raspberry water, rosehip, red clover and nettle extracts. The defining ingredient is murumuru butter, derived from the Amazonian palm Astrocaryum murumuru, which the brand and retailers credit with reducing redness and locking in moisture [15].

On the ethics side, the company states that all products are vegan and cruelty-free, free of microplastics, and produced and packaged in Helsinki. The range carries FI-Natura certification, the Finnish standard for natural cosmetics.

Murumuru's body scrub, Soft & Polished Vartalokuorinta, is listed by the brand as a Kauneus & Terveys magazine Top 10 selection in 2024 [3].

Murumuru is an active brand operating as a consumer line within Berner Oy following the December 2021 Naviter acquisition [9]. Its most recent visible activity is the 2025 expansion into Lyko stores across the Nordic region, and its own website and social channels remain in use. Retailer and brand listings place the company's Helsinki address at Hitsaajankatu 24; the postal code appears as 00810 on Berner's pages and 00880 on the Murumuru site, a minor discrepancy at the same street address.