Great products begin with clear intent, thoughtful craftsmanship, and a deep respect for people and nature. Behind every trusted cosmetic brand is a partner who understands how ideas become experiences, how a simple concept turns into something meaningful and effective. It takes more than technical skill; it takes care, consistency, and a genuine commitment to doing things the right way.

Vitae Clean Cosmetics Oy brings this philosophy to life as a dedicated contract manufacturer of natural and organic cosmetics. Since 2018, the company has been helping brands create high-quality, award-winning skincare and hygiene products that are as pleasant to use as they are responsibly made. Every formulation reflects a balance of science, creativity, and respect for nature. As a leading private label expert, the company guides brands through every step, from initial concept to full-scale production, creating award-winning skincare, haircare, body care, and baby products tailored to each client’s unique needs.

What sets Vitae apart is its commitment to excellence and purity. The team excels in research, formulation, and safety assessments, while handling everything from raw material selection and custom packaging to regulatory documentation, CPNP registration, and organic certifications. Whether refining an existing recipe or building an entirely new range, Vitae ensures every product is clean, pleasurable to use, and built on the highest standards.

With a customer-focused approach, Vitae Clean Cosmetics supports brands from the earliest planning stages, offering creative solutions and reliable expertise. For companies looking to launch or expand a natural cosmetics line, Vitae delivers the perfect blend of science, creativity, and care, transforming ideas into beautiful, trustworthy products that customers love.

CIO Bulletin had the privilege of interviewing Anu Ruohosto, Management Director and Chairwoman of the Board at Vitae Clean Cosmetics Oy. During this conversation, she shared valuable insights into how the company's customer-first approach shapes every stage of its operations. This philosophy positions Vitae Clean Cosmetics as a long-term partner that supports its clients with expertise, transparency, and authentic care.

Interview Highlights

Every iconic brand is born from a defining moment. What sparked the founding of Vitae Clean Cosmetics, and what unmet market need did you set out to address at the very beginning?

Vitae Clean Cosmetics was developed from a very personal and professional realization. Through my many years of working in the cosmetics industry, I noticed that many products marketed as “natural” were, in fact, neither effective nor responsible. There was a wide gap between what brands were promising and what consumers were actually getting.

Founding the company had a responsibility component to it, too. I wanted to prove that, without shortcuts, natural cosmetics can be created. From the start, the idea was to establish trust through transparency, strong values, and careful formulation. We did not want to follow fast trends. Instead, we emphasized creating a strong foundation on which we could build for long-term growth and honest partnerships. This decision, made early on, still applies to every decision we make today.

At the same time, my own health journey, as well as that of my family, made me more aware of what we put on our skin. I wanted products that were safe, honest, and delivered real results. That was the moment I decided to start a company that combined natural ingredients with real scientific understanding, along with strict quality and ethical standards.

Can you briefly walk us through your product portfolio and the key categories you specialize in, and what makes your range distinctive in today’s competitive cosmetics market?

We formulate and produce a broad selection of cosmetic goods for our clients. Our major categories include skincare products, body care products, hair care products, men’s grooming, mother and baby products, and professional spa-related ranges.

What makes our range so unique is not only that the products are natural or certified organic, but also that they are designed to perform. Every product is carefully formulated with a deep understanding of ingredients, their benefits, and how they work together. We’re focused on quality, safety, and results, not trends.

Customer-centricity is at the core of your business philosophy. How do you nurture long-term client relationships while scaling production and innovation globally?

We view our clients as partners and not just customers. From the initial conversation, we take time to understand their vision, values, and goals. This helps us create products that are a true reflection of their brand identity.

Even when we break with scale and have a global scale, we continue to take a personal approach. We keep our minds flexible, open, and supportive, and tailor formulations and solutions to meet different market needs. Trust, transparency, and shared growth form the basis of our long-term relationships.

We also believe it is important to communicate clearly. Clients are always aware of what is happening during each stage of development. This openness creates confidence and reduces uncertainty. As their businesses expand, we expand along with them, adjusting the volume and range of their products while maintaining the same quality. This shared journey builds lasting partnerships instead of short-term transactions.

From product ideation to regulatory compliance and production, your turnkey solutions cover the entire lifecycle. How does this end-to-end approach give your clients a competitive advantage?

Our end-to-end approach eliminates complexity for our clients. Instead of dealing with numerous suppliers, they work with one trustworthy vendor managing everything from an idea to a completed product.

We take care of formulation, safety assessments, regulatory documentation, and GMP-certified manufacturing in Finland. This saves time, reduces risk, and enables quicker market entry. Clients can focus on branding, marketing, and sales, knowing their products are of high quality and fully comply with standards.

Private label and white label are often misunderstood as being ‘standardized.’ How does Vitae Clean Cosmetics ensure that each brand it develops remains truly unique and authentic?

We do not have one-size-fits-all products. Each brand we work with gets to make something of its own.

Clients can tailor formulations, textures, scents, and active ingredients. We also help them define their brand identity by assisting with packaging selection as well. Most importantly, the products we develop are exclusive to each client, which ensures authenticity and differentiation in the market.

With consumer demand shifting toward transparency and sustainability, how does Vitae Clean Cosmetics integrate environmental responsibility across sourcing, formulation, and packaging?

Environmental responsibility is ever-present in the decisions we make. We meticulously choose natural and organic ingredients from responsible sources, and maintain traceability across the supply chain.

In formulation, we prioritize soft, effective ingredients, working with respect for people and the environment. We also help our clients select packaging solutions that minimize environmental impact. Sustainability is not an add-on for us; it is embedded in the entire product lifecycle.

Natural beauty is evolving rapidly. How do you balance nature, science, and performance while formulating your products for modern consumers?

We believe in nature and science, and in how they go hand in hand. Natural ingredients are not the only way forward, but they can be very powerful if they are understood and used correctly.

Our formulations are based on knowledge, testing, and experience. Performance is always a priority. Consumers expect results, and we ensure that our products deliver, while remaining true to natural and ethical principles. This balance is what we define as our approach.

Many of your formulations have received industry awards. What do these recognitions mean to your team, and how do they influence your approach to continuous innovation?

Awards matter since they come from people who understand quality and performance. They are a validation of the hard work and dedication that our entire team puts in.

These recognitions spur us on to get better and better. They remind us to be curious, to raise the bar, and to continue developing products that actually work. Innovation is not about following trends; it is about solving real needs better each time.

Looking ahead, what’s next for Vitae Clean Cosmetics? Are there any exciting innovations or new product areas in the pipeline?

Looking forward, we're trying to focus on products that provide clear and visible results while staying true to our values. We are looking at new ingredient solutions and enhancing sustainability in the sourcing and packaging of our products.

At the same time, we are investing in knowledge and continuous learning. The beauty industry is rapidly evolving, and keeping up to date is crucial. We closely monitor research on ingredients, consumer behavior, and regulations so our clients can move forward with confidence. Our focus is not about doing more, but doing better, and with intention and care.

We are also strengthening our support for brands that wish to expand internationally and making compliance and production even smoother. Our goal is to be ahead, responsible, and reliable.

Anu Ruohosto | In Her Own Words

I am a cosmetic chemist with 20 years of experience in the industry. My background is a combination of scientific education, hands-on formulation work, and a respect for nature.

As a founder, I lead with authenticity, trust, and responsibility. My focus is to create long-term partnerships, support my team, and help develop products that people can trust. Vitae Clean Cosmetics is a reflection of my belief that ethical, high-quality businesses can be successful and meaningful, too.

My leadership is guided by experience, curiosity, and respect for people. I think the key to success is listening, learning, and staying true to your values, even as the business grows. Through Vitae Clean Cosmetics, I aim to support brands that are inclined to create something meaningful, responsible, and long-lasting.

“Our formulations are based on knowledge, testing, and experience. Performance is always a priority. Consumers expect results, and we ensure that our products deliver, while remaining true to natural and ethical principles.”

“We view our clients as partners and not just customers. From the initial conversation, we take time to understand their vision, values, and goals. This helps us create products that are a true reflection of their brand identity.”