Organic Shop

Organic Shop is a natural cosmetics brand that sells fruit- and plant-based body, hair and face care at drugstore prices. The company dates its founding to 2010 [7], and the brand is manufactured and operated by Eurobio Lab OÜ, a cosmetics producer based in Tallinn, Estonia [8]. Its products are marked "Made in the EU" and reach a wide international market, distributed, according to the manufacturer, through tens of thousands of stores across dozens of countries.

The brand grew out of the same makers as Natura Siberica, the Russian natural-cosmetics company, and this shared lineage sits behind an ownership picture that is unusually tangled for a mass-market label. Today Organic Shop presents itself purely as a European natural brand, and its consumer site makes no reference to that Russian heritage.

Organic Shop was created by the makers of Natura Siberica, positioned as a fruit- and berry-driven line of natural cosmetics [6]. The exact year is recorded differently depending on the source: Eurobio Lab and the brand's own site state that Organic Shop was "founded in 2010" [7], while a retailer account dates the first Organic Shop retail store — described as an analogue of the British chain The Body Shop — to 2012 [9]. The 2012 date refers to that first store opening rather than to the brand's founding. The brand does not name a founder on its own or its manufacturer's pages.

The company that manufactures and operates Organic Shop today is Eurobio Lab OÜ, based in Tallinn, Estonia [8]. Eurobio Lab describes itself as a European producer of natural and organic cosmetics, running a factory in Estonia and making a family of related brands that includes Natura Siberica, Natura Estonica, Organic Kitchen, Dr. Konopka's, Organic People and Recipes of Grandmother Agafia, together spanning more than 1,500 products [8].

The wider ownership history is complicated by the split of the Natura Siberica group after the death of its founder in 2021. In May 2023, the Russian conglomerate AFK Sistema acquired the Natura Siberica group through the purchase of the Russian entity JSC Organic Rus [6]. That transaction concerns the Russian leg of the business; the Estonian Eurobio Lab arm that makes and runs Organic Shop is treated as a separate part of the post-2021 restructuring, and the brand's own site states no parent company.

Organic Shop builds its identity around three stated pillars — Simple, Pure and Natural — and the tagline "Your Natural Joy Ritual." The company frames natural self-care as something that should feel emotionally and sensorially good rather than strict or intimidating; on its homepage it puts the idea as "self-care should feel good — emotionally, sensorially and honestly," adding that "natural beauty doesn't have to be boring, strict or intimidating." The brand describes its mission as making organic essentials that "make you feel like you are on a tropical vacay — every single day."

That positioning is set explicitly against fast, multi-step routines. In a brand blog contrasting its approach with Korean skincare, the company argues that natural cosmetics "don't mask — they support the skin's own functions," and favours "consistency, simplicity and rhythm" over trend-driven regimens. The brand keeps prices low by design, saying it wants self-care to be "easy and enjoyable for everyone."

The range covers body care, hair care, face care and everyday hygiene products, alongside gift sets and accessories. Body scrubs are the brand's signature: Eurobio Lab describes them as "our signature creations," each filled with natural exfoliants [7]. The formulas lean on fresh fruit and plant extracts, with mango, raspberry, watermelon, coconut and guava among the hero ingredients highlighted on the brand's homepage.

Organic Shop states that its products are vegan, cruelty-free and free from parabens, microplastics, mineral oils and petrochemicals. It cites COSMOS certification for natural-origin ingredients, and Eurobio Lab lists certifications from ECOCERT in France, BDIH in Germany and ICEA in Italy across its brands [8]. On sustainability, the company points to waterless formula technology intended to cut water use and a partnership with the CleanHub initiative aimed at preventing ocean plastic pollution.

Products are sold both directly online and through a broad retail network. Eurobio Lab states that Organic Shop is available in more than 31,000 stores worldwide, naming Carrefour, Rossmann, Sephora and Boots among its retail partners, with the brand family represented in 82 countries [7][8].

Organic Shop is active. It runs a direct-to-consumer online store and has continued to appear at trade and pop-up events, including Beautyworld Middle East in Dubai in 2025, pop-up stores in Split, Milan and Thessaloniki during 2025, and the sponsorship of a squash tournament in January 2026 [2].