What Happened to Naturisimo? Where to go for Natural Skincare
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For many years, Naturisimo was a go-to destination for people looking to buy natural, organic and ethical beauty products in the UK. So when customers suddenly found the website offline and orders no longer being fulfilled, one question quickly began circulating online: what happened to Naturisimo?
Naturisimo officially ceased trading on 19th May 2025, leaving many loyal customers confused, disappointed, and unsure where to shop next for their favourite natural skincare and beauty brands.
In this article, we’ll explain what happened to Naturisimo, why its closure has had such an impact on the natural beauty community, and where shoppers can now turn to find thoughtfully curated, genuinely natural skincare — including an introduction to SOHO Brands.
What Happened to Naturisimo?
Naturisimo ceased trading on 19th May 2025, bringing an end to a well-known chapter in the UK natural beauty retail space. While no single public statement detailed all the reasons behind the closure, the sudden shutdown left customers without access to products they had relied on for years.
For many shoppers, Naturisimo wasn’t just an online shop — it was a trusted curator of brands that aligned with their values. Its closure created a noticeable gap in the market for retailers focused on natural, ethical and ingredient-conscious skincare.
Why Was Naturisimo So Popular?
To understand why so many people are still asking what happened to Naturisimo, it helps to understand what made the retailer special in the first place.
Naturisimo built its reputation on:
- A strong focus on natural and organic formulations
- Stocking brands that were hard to find elsewhere
- Appealing to customers with sensitive skin or ethical concerns
- Curated ranges rather than overwhelming choice
For shoppers who wanted alternatives to mainstream, heavily synthetic skincare, Naturisimo offered reassurance and discovery in equal measure.
The Impact of Naturisimo Closing
When Naturisimo ceased trading, it affected more than just convenience. Many customers relied on the retailer for:
- Sensitive skin solutions
- Eczema-friendly products
- Smaller, independent British brands
- Ethical and sustainable skincare
The closure meant customers had to search for new retailers they could trust — not just to sell similar products, but to share the same philosophy around skin health and ingredient transparency.
Why Natural Beauty Retailers Are Changing
The question what happened to Naturisimo also reflects broader changes in the beauty retail landscape.
Running an ethical, curated beauty business has become increasingly challenging due to:
- Rising operational costs
- Increased competition from large marketplaces
- Pressure to discount
- Shifting consumer expectations
As a result, smaller and mid-sized retailers must work harder than ever to balance values with sustainability as a business.
Where Can Naturisimo Customers Shop Now?
With Naturisimo no longer trading, many shoppers are looking for alternatives that offer:
- Natural and skin-friendly formulations
- Ethical and independent brands
- A considered approach rather than mass-market beauty
This is where retailers like SOHO Brands come in.
Who Are SOHO Brands?
SOHO Brands is a UK-based independent retailer specialising in natural, gentle and problem-solving skincare, with a particular focus on sensitive and compromised skin.
Rather than trying to stock everything, SOHO Brands takes a curated approach — carefully selecting brands that prioritise skin health, barrier support and thoughtful formulation.
How SOHO Brands Differs from Traditional Beauty Retailers
SOHO Brands is not designed to replicate large beauty marketplaces. Instead, the focus is on:
- Fewer brands, chosen with intention
- Natural and skin-supportive formulas
- Products suitable for eczema-prone and reactive skin
- Education alongside shopping
This makes it a natural fit for customers who previously shopped at Naturisimo for similar reasons.
Supporting Smaller, Independent Brands
One of the reasons many customers are still asking what happened to Naturisimo is because of its role in supporting independent beauty brands.
SOHO Brands continues this ethos by working closely with smaller British brands that may not be widely available elsewhere. These are brands that often prioritise:
- Natural ingredients
- Skin barrier repair
- Sustainability over trends
This approach allows customers to discover products that feel personal, not mass-produced.
A Focus on Sensitive and Eczema-Prone Skin
A key difference between SOHO Brands and many mainstream retailers is its strong focus on skin concerns such as:
- Eczema
- Dry or compromised skin
- Redness and irritation
- Sensitivity caused by over-use of actives
Many Naturisimo customers originally turned to natural beauty because conventional skincare was too harsh. SOHO Brands continues to serve this audience by prioritising gentle, barrier-friendly formulations.
Why Curation Matters More Than Ever
With so many skincare products available today, choice can become overwhelming — especially for people with sensitive skin.
SOHO Brands believes that:
- More products do not equal better skin
- Simplicity often supports skin recovery
- Education helps customers make confident choices
This philosophy mirrors what many shoppers valued about Naturisimo.
Is SOHO Brands a Replacement for Naturisimo?
While no retailer can fully replace another, SOHO Brands offers a natural next step for customers who are wondering what happened to Naturisimo and where to shop now.
It provides:
- A trusted UK-based alternative
- A focus on natural skincare rather than trends
- Support for independent brands
- Products designed for real skin concerns
For many former Naturisimo customers, this alignment in values is what matters most.
The Future of Natural Beauty Shopping
The closure of Naturisimo marked the end of an era, but it also highlighted the ongoing demand for ethical, natural skincare.
Consumers are still seeking:
- Transparency
- Ingredient integrity
- Brands that prioritise skin health
- Retailers they can trust
Independent retailers like SOHO Brands are helping to carry this forward in a more focused, sustainable way.
Final Thoughts: What Happened to Naturisimo — and What Comes Next
So, what happened to Naturisimo?
Naturisimo ceased trading on 19th May 2025, leaving behind a loyal community of natural beauty shoppers searching for alternatives.
While its closure was disappointing, it has also opened the door for other independent retailers to support the same values — perhaps with even more focus and care.
SOHO Brands represents a continuation of what many Naturisimo customers were looking for all along: natural skincare, thoughtful curation, and genuine support for sensitive skin and independent brands.
