Every product on the INature shelves has a story behind it, and today we're sharing one that means a great deal to us. INature UK is the official distributor of INCIA Naturals and proud to be part of the wider HemNature network, a family of natural skincare businesses that has spent more than five years earning the trust of over 50,000 families across Europe, including retail partnerships such as ETOS in the Netherlands. To mark a special milestone for that network, we're translating and sharing an interview with the woman who started it all: Naciyenur, founder of HemNature.
Her story is really the origin story of INCIA Naturals itself, and it's a lovely reminder of why INature exists in the first place: to bring genuinely natural, honestly labelled skincare to families here in the UK.
Meet Naciyenur: The Woman Behind HemNature
Naciyenur is a mother of two, a toddler and a pre-schooler, with a background in Social Work and Services, studied at the Amsterdam University of Applied Sciences. Before founding HemNature, she spent two years working as an outreach family support worker, primarily with families facing multiple, complex challenges.
"My passion has always been helping others," she explains. "It doesn't matter how, sometimes it's as simple as offering a listening ear. I believe sharing knowledge with one another is becoming more and more important, and how we treat people while doing that really matters. Everyone has their own valuable knowledge and qualities to offer."
That belief in sharing knowledge and building trust is exactly what shaped HemNature. "Through this platform, I've had the chance to reach and support so many mums, without ever meeting most of them in person," she says. "The trust that comes with that means everything to me. HemNature is something I do with my whole heart."
How It All Started: A Search for Safer Skincare
Like so many natural skincare journeys, this one began with a baby's skin. Naciyenur had always been careful about the ingredients in her own products, avoiding synthetic fragrance long before it was fashionable to do so. But when her eldest daughter developed eczema at just five months old, that instinct became urgent.
"A hormone cream from the GP didn't feel right to me for my daughter," she recalls. "I kept thinking, this surely can't be the only option. And thankfully, I was right."
Her search for gentler alternatives led her to INCIA, a brand whose story mirrored her own. INCIA's founder had also faced this exact worry: a grandchild with eczema, and no confidence in the harsh, synthetic products on the market. Reading through INCIA's ingredient lists for the first time, Naciyenur knew she'd found what she'd been looking for. HemNature went on to become the very first stockist of INCIA products outside of Turkey, where the brand was originally founded, and that same range is what INature now brings to UK families, from nappy creams to baby oils and mineral sun care.
If you're navigating eczema, sensitive skin or nappy rash with your own little one, it's always worth having a chat with your GP, health visitor or pharmacist alongside choosing gentler, natural products, every child's skin is different.
A Vision Built on More Than Just Ingredients
For Naciyenur, "natural" was never just about what's left out of a formula. "We wanted to offer more than products free from harmful ingredients," she explains. "Every product also comes in 100% recyclable packaging, the manufacturing process doesn't harm the environment, and nothing is tested on animals. We want to bring value to people in different ways, through good, affordable products, but also through honest information."
That same ethos runs right through INature today. It's why we only work with brands that combine plant-derived actives, mineral filters and cold-pressed botanical oils, and why you'll never find SLS/SLES, parabens, mineral oils, silicones or synthetic fragrance in anything we sell. It's also why certifications like ETKO Cosmos Natural, Ecocert and The Vegan Society matter to us; they're proof, not marketing.
"I believe we're the custodians of this world, and we have a responsibility to look after it," Naciyenur says. "We want to help people, and especially mothers, understand the risks in conventional products, not just for us, but for animals and nature too. Not everyone realises this yet, and that's what we hope to change."
Life Advice That Shaped a Movement
Asked what wisdom has shaped her most, Naciyenur doesn't hesitate: "Chase your passions, but never lose sight of what matters most. For me, that's my children and my family."
She also lives by a simple principle: keep life simple, and stay positive. "You don't need much to survive, and you don't need much to live a beautiful life either. You don't have to eat at fancy restaurants or live extravagantly. A barbecue in the garden, a picnic in the park, a nice walk, cooking a good meal at home, with the right mindset, you can truly enjoy all of it."
It's a fitting philosophy for a brand built on gentle, uncomplicated skincare rather than long ingredient lists and empty promises.
What This Means for INature UK Customers
When you shop with INature, you're not just buying a bottle of baby oil or a tin of nappy cream, you're joining a network with years of history, real families behind it, and a founder who started this journey the same way many of our customers do: trying to find something safer for her own child. Since being founded in Bristol in December 2023 by Seyda and Ferhat, INature has carried that same mission forward for UK families, dispatching orders across the country via Evri, with free shipping over £20 and easy 14-day returns.
We're grateful to Naciyenur and the HemNature team for building the foundation that made INCIA Naturals available to families across Europe, and we're proud to now be the ones bringing it to the UK.
Explore the Range
If Naciyenur's story resonates with you, whether you're dealing with a little one's sensitive skin or simply want to make the switch to cleaner everyday essentials, take a look at our Mum & Baby Care range, developed with exactly this journey in mind.
Ready to see what all the trust is built on? Browse our Mum & Baby Care collection, discover our most-loved essentials in the bestsellers, or explore the full Personal Care range for the whole family.