Via Naturale

Via Naturale is a Finnish natural-products company based in Tuusula, north of Helsinki. Its core business is the wholesale and distribution of dietary supplements and wellness products, with a smaller catalogue of natural cosmetics alongside them. The brand's website states that it has offered "Finnish expertise since 1992" [1], though the current legal entity, Via Naturale Oy, was registered in 2006 [8].

Cosmetics form only a minor part of the range. The company is best known within Finland for supplements such as omega fatty-acid capsules, turmeric and melatonin products, while its beauty line covers hand and body creams, face creams, deodorants, aloe gels and a small set of eau-de-parfum fragrances [4].

The date of the company's founding is recorded differently in different sources. Via Naturale's own site carries the tagline "Suomalaista osaamista vuodesta 1992" ("Finnish expertise since 1992"), placing its origin in that year [1], and an external Finnish retailer describes it as "a Finnish company that has been manufacturing natural products since 1992" [7]. The Finnish business registry, however, records the company Via Naturale Oy (business ID 2041107-7) as established in 2006 [8]. The most likely reading is that the brand operated under an earlier arrangement from 1992 before the present company was registered in 2006; both dates may therefore be accurate in different senses.

Via Naturale Oy is a small, independently run business. According to the Finnish company registry it had five employees and revenue of about €2.3 million in 2025, with Ari Vepsäläinen serving as chief executive [8]. Its registered activity is natural-products wholesale, and the company both develops its own products and distributes external brands.

The company presents itself around three stated values: transparency, responsibility and simplicity [2]. Its mission, in its own words, is to "actively develop wellness-supporting products," and it says it uses "quality, researched, certified and as natural as possible raw materials" sourced from both Finnish and international suppliers [2]. The brand's taglines include "Kotimaista hyvinvointia" ("Domestic wellness"), reflecting a positioning built around Finnish origin and natural ingredients.

Within cosmetics, Via Naturale sells both its own-label items and several distributed sub-brands. Its aloe range includes the Aloe Vera Kirkasgeeli, a fragrance-free gel that the company describes as made from fresh-pressed organic aloe with no added water [6]; this particular product is manufactured in Spain rather than Finland. Distributed lines in the catalogue include Green Nature aloe creams, the Ava Bio Sea Buckthorn face-care range, Eco Soft natural deodorants and the Gorgée de Soleil organic eau-de-parfum fragrances [4]. Recurring hero ingredients across the range include aloe vera, sea buckthorn oil, blackcurrant, rosehip and turmeric.

Products are sold through natural-product stores, well-stocked grocery stores, pharmacies and online retailers [2].

Many of Via Naturale's products carry the Avainlippu (Key Flag) mark, a Finnish label indicating that a product has been made in Finland [7]. The company is a member of the Finnish health-products association Terveystuotekut ry, holds an OIVA food-safety rating and an AAA financial-stability rating for 2024 and 2025, and states that it has calculated its carbon footprint [2].

Via Naturale is active. The company continued to report financial results and hold its AAA rating through 2025, and its leadership remained in place that year [8]. Its scope is essentially domestic: products are distributed within Finland through pharmacies, natural-product stores, grocery stores and online retailers.