Magrada Organic

Nothing Leaves Until Both of Them Say So.

Magrada is an Estonian family brand run by a mother and her daughter, and the name is Catalan for "I like it". We haven't asked why an Estonian brand has a Catalan name. Some mysteries are nicer left alone. What we do know is that it works as a rule: nothing is finished until both of them can say it and mean it, and if either one hesitates, back it goes.

A Little Slower Than Everyone Else.

A new product takes two to three years to develop, which is roughly how long most of us take to answer a wedding invitation, except they're working the whole time. Dozens of versions get made and quietly retired along the way. Most of the range is then made in small batches at their own facility in Pärnu, every ten to twelve weeks, which suggests a level of organisation we can only admire from a distance.

Rhubarb, Linden and a Grandmother in Kärdla.

The family comes from Hiiumaa, an island off Estonia's west coast, where the founder spent childhood summers gathering linden blossom, having learnt about plants from a grandmother who worked at the pharmacy in Kärdla. Linden now turns up in the shampoos and conditioner. Rhubarb, which most of us have only met in a crumble, turns up in a hair mask, and has done rather better for itself there.

What's in the Range.

Solid and liquid shampoos, conditioners and hair masks, body creams and balms, lip balms and soaps, a small line for men, and reed diffusers for the parts of the house that aren't the bathroom. It's all below, and all of it has been approved twice.

For more of the same, have a browse of bath, body and cosmetics, men's grooming and candles and home fragrance, or go by place and principle through our Baltic brands, family-owned brands and women-led brands.