Mission statement
Healthy homes, naturally.
Nordnatur brings together rigorously vetted natural materials from across Europe, paired with the guidance to choose with confidence. Every product we offer is selected for what it contributes to your wellbeing, your space, and the planet.
We believe the materials in your home should support how you feel, not work against it.
The Challenge
The problem we set out to solve
Choosing materials for your home should feel straightforward. Instead, it often feels impossible.
Walk into any building materials shop and you’ll find walls of products making claims you can’t verify. Low-VOC. Eco-friendly. Natural. Some of these terms are rigorously tested; others are little more than marketing language. Without a chemistry degree and hours of research, how do you know which is which?
Meanwhile, the materials that genuinely support healthier indoor environments — breathable finishes, formaldehyde-free wood, natural insulation — are scattered across specialist suppliers, each with their own certifications and terminology.
We started Nordnatur because we believed there had to be a better way. A single place where the vetting is already done. Where every product meets clear, transparent standards. Where you can focus on creating a home that feels like yours — not decoding labels.
How we work
Three principles guide everything we do
1
Curation
We vet so you don’t have to.
Every product in our collection is evaluated against clear health and environmental criteria before it reaches you. We check certifications, examine ingredients, and exclude anything containing chemicals of concern — the substances building scientists call the ‘Red List.’
What remains is a focused selection of materials that genuinely earn their place in a healthy home.
2
Guidance
Education, not persuasion.
We don’t believe in pressure. Our role is to help you understand your options — what different materials do, where they work best, and what trade-offs to consider.
Through our Space Insights, material guides, and curated learning paths, we aim to build your confidence. So when you make a choice, it’s yours — informed, considered, and right for your situation.
3
Technology
Smart systems that simplify.
Behind the scenes, technology helps us match the right materials to the right spaces. Our tools assess your environment, understand your priorities, and surface recommendations that make sense for how you actually live.
This isn’t technology for its own sake. It’s technology in service of something simpler: helping you find what you’re looking for, without the overwhelm.
What We Believe
Our values
These principles shape how we choose products, create content, and show up for the people we serve.
Transparency First
If we can’t verify a claim, we don’t make it. Every product in our collection comes with honest information about what’s inside, how it’s made, and what certifications back it up. We believe you deserve to know what you’re bringing into your home.
Calm Over Urgency
Creating a healthier home isn’t a race. We’ll never pressure you with countdown timers or manufactured scarcity. Our role is to be here when you’re ready — with good information, thoughtful guidance, and respect for your pace.
Character, Not Perfection
Natural materials carry inherent variation — grain patterns, subtle colour shifts, the gentle marks of handcraft. We see this as a feature, not a flaw. Your home should feel like yours, not like a showroom. Imperfection is where individuality lives.
Small Steps Count
You don’t need to renovate your entire home to make progress. One room. One product. One more informed decision. Every small step toward healthier materials adds up. We’re here for the journey, not just the destination.
Where We Come From
Nordic roots, European reach
Nordnatur is based in Estonia, at the meeting point of Nordic design heritage and a rapidly evolving European materials landscape.
Our name draws from what inspires us: Nordic nature — the forests, the light, the tradition of living simply and well with natural materials. This isn’t just aesthetic preference. It’s a practical philosophy: that the best materials work with nature rather than against it, and that thoughtful design makes daily life better.
We source from makers across Europe — artisans and manufacturers who share our commitment to health, transparency, and craft. From Scandinavian timber to Mediterranean cork, German clay to British lime, our collection reflects the depth and diversity of European material traditions.
What unites them is a standard: every product must meet our criteria for a healthy home. No exceptions, no compromises.
Our team
Meet the team
We’re a small team with deep roots in technology, materials science, and the built environment. What brings us together is a shared belief: that everyone deserves access to healthier home materials, and the knowledge to choose them confidently.
Karin Kiviste
Vision & Partnerships
Years at the intersection of technology, materials, and market adoption.
Works directly with manufacturers and architects—translating evidence into spec-ready, human language.
Andres Pihor
Technology & Systems
Web solutions architect focused on AI context engineering and RAG solutions.
Designs the “one source of truth” powering DPP, product pages, and APIs – auditable, secure, scalable.
Abhishek Mahadevan Raju
Circular Economy Platforms and Ecosystems
Applied researcher developing domain-agnostic circular economy platforms to accelerate the circular transition.
Working to optimize material flows through greater supply-chain collaboration and data sharing, via Digital Product Passports.
Join the Journey
This is just the beginning
Nordnatur is a young company with a long-term vision: to make healthy, natural materials the obvious choice, not the complicated one.
We’re building something thoughtful, and we’d love for you to be part of it.