The Story of Fiini

Fiini Naturally – Finnish natural cosmetics for everyone.
This is a story that began with friendship and shared values.

We met in high school 20 years ago. A shared connection and friendship formed quickly and has continued ever since. Our first daughters were born just five weeks apart, and our younger daughters were born with the same age gap. Over the years, we’ve shared more than just motherhood — we’ve had a mutual passion for renovating our old houses, traditional building methods, all kinds of crafts, nature, and animals. So it’s no surprise that creating natural cosmetics became something truly close to our hearts.

Both of us have sensitive skin, and finding suitable skincare products has always been a challenge. Heidi has always used and even made natural care products for her animals, with recipes partly passed down as traditional folk knowledge. Essi, on the other hand, began developing her own cream because nothing on the market seemed to work. That development led to a perfect match — a cream that suited us both beautifully. That cream is our Oat & Honey Balm, which is now one of our most popular products. This successful experiment sparked our curiosity to explore natural ingredients further, and we found ourselves diving deeper into the fascinating world of natural cosmetics. Gradually, people around us started asking if we had a solution for one skin issue or another — and if we didn’t, we went looking for one!

Nature plays an important role in both of our lives. One of us lives by the Kyrönjoki River, the other on the edge of a forest in the wide-open plains of Ostrobothnia — an area known for producing some of the world’s purest food. From our yards, we step straight into nature, and the view from our windows changes beautifully with the seasons. In our own homes, we’ve long used cleaning products that place as little burden on the environment as possible. As a natural continuation of our cosmetics journey, we started developing our own soaps, shampoo bars, hair rinses, and laundry vinegar. Our products are biodegradable and gentle on nature.

At some point, the idea of turning our passion for natural cosmetics into a business and a new career path began to take shape. From the very beginning, it was clear to us that we didn’t want to label our products under any specific trend or movement — even though eco-friendliness and a chemical-free approach are personally important to us. We believe that every natural choice is a step toward a cleaner future, whether the decision to buy is driven by a conscious desire to be ecological or simply by the visual appeal of the product. And while the color palette of our products may be quite black and white, life — and our thinking — has become far less black and white with age and experience. Fiini’s products are made for absolutely everyone!