Jaana has owned a cleaning company for over a decade. At some point, she realized that she was becoming increasingly sensitive to all fragrances and could no longer be in the same room as scented candles.

Over the years, all artificial fragrances and chemicals had exposed her to fragrance hypersensitivity.

Amanda loved makeup and hair products without looking at their ingredients, because consumers don't really understand anything about them, do they?

However, when dyeing her hair, Amanda started to experience allergic reactions, which worsened with each dyeing session. One time, the allergic reaction was so severe that her entire scalp burned. Her hair had always been dyed by a professional, so this wasn't due to technique alone. Chemicals also exposed Amanda, which sparked her interest in natural cosmetics.

Concern for Nature

Puhtoinen was initially meant to be just a store for natural cleaning products, but Amanda wanted to include natural cosmetics, and now the selection sprawls into all things ecological and natural. The selection now also includes, among other things, hammam towels, candles, essential oils, and sustainable products.

"The idea was to make ecological and natural products easily available to everyone, so we haven't gone past that idea yet!"

New products are constantly being added to the selection, and one of Puhtoinen's values is domesticity. Almost all products that can be sourced from domestic production come from Finnish small entrepreneurs.

"When creating Puhtoinen, we also wanted to support Finnish small entrepreneurs as much as possible, which is why you will find many Finnish brands with us."