INature began with a simple, stubborn question that a lot of parents will recognise: why is it so hard to find skincare that's genuinely natural, genuinely safe, and that actually works?
We are Seyda and Ferhat, the founders of INature, and we are the official UK distributor of INCIA Naturals. This is the story of how we got here, and why every product we stock has earned its place.
It started with sensitive skin
Like many families, our journey into natural skincare didn't start with a business plan. It started with a problem. When someone close to us, a small child, developed eczema, the standard answer from the shelf was a hormone-based cream and a shrug. That didn't sit right. Surely that couldn't be the only option?
So we did what worried parents do: we started reading ingredient lists. And the more we read, the more uncomfortable we became. Synthetic fragrances. Parabens. Mineral oils. SLS. Ingredients that strip and suffocate skin rather than support it, hidden inside products marketed as gentle.
Finding INCIA
In our search for something genuinely clean, we came across INCIA, a Turkish natural skincare brand with a story that mirrored our own. INCIA was created because its founder had a grandchild with eczema and refused to accept the harsh, conventional options on the market. Sound familiar?
At first it seemed too good to be true. But when we studied the ingredient lists properly, our hearts started racing: this was what we'd been looking for. Formulas that are 100% natural in origin, free from SLS, parabens, mineral oils and synthetic fragrances, and certified, not just claimed.
INCIA was already trusted across Europe, including on the shelves of retailers like ETOS in the Netherlands. We knew families in the UK deserved access to the same clean, gentle products. So INature was created to bring INCIA to the UK properly, with the care it deserves.
What we actually stand for
For us, "natural" was never going to be enough on its own. The products we stock have to earn it on every front:
- 100% natural formulas: plant-derived actives, mineral filters and botanical oils, never synthetic shortcuts.
- Kind to sensitive skin: dermatologically tested, made with easily-irritated skin in mind, and free from the usual irritants.
- Certified, not just claimed: ETKO Cosmos Natural, Ecocert, The Vegan Society, Leaping Bunny cruelty-free, BRCGS and GMP.
- Kinder to the planet: recyclable packaging and a production process designed to tread lightly.
More than products
We didn't start INature just to sell. We started it to give families a real alternative, and to share what we've learned along the way. So many people simply don't realise what's hiding in conventional products, or the harm those ingredients can do to people, animals and nature. Through our shop and our journal, we want to help change that, one honest, clean product at a time.
We believe we are caretakers of the world we'll pass on, and we want to look after it well. That is the course we're charting with INature.
Where to start
New to natural skincare? These are the products our customers reach for first:
- Our bestsellers: the edit we'd recommend to any new family.
- Mum & baby care: gentle enough for newborns, safe in pregnancy.
- Sun care: non-nano mineral SPF50 for the whole family.
100% natural, certified, and dispatched from the UK. Trusted by 50,000+ families across Europe, and now by yours.