Puhdistamo
PUHDISTAMO – From Finnish superfood enthusiasts to a Nordic consumer health and wellbeing platform
Rite Ventures became the largest owner of the entrepreneur-led superfood company Puhdistamo in 2018, with the ambition to build a premium, long-term Nordic wellbeing company.
Founded in 2009 by three superfood enthusiasts, Puhdistamo was built on the belief that even small, better choices could lead to meaningful shifts in people’s wellbeing. Early adoption by the biohacking community helped establish uncompromising quality as a defining principle, and it has remained so ever since.
During Rite’s ownership period, the company evolved into a scalable, multi-category consumer health platform, through focus on a few fundamental building blocks:
- Brand building, evolving from a local Finnish brand to pan-Nordic awareness through the launch of the international brand Pureness.
- Systematic product development grounded in in-house innovation and manufacturing.
- Development and scaling of a resilient and high-quality supply chain.
- Building a true multi-channel distribution model across grocery retail, online, health stores and pharmacies.
A key strategic milestone during the ownership period was the launch of the international brand Pureness in 2020, marking Puhdistamo’s expansion into Sweden and laying the foundation for its international growth.
Since Rite’s investment, Puhdistamo has demonstrated strong organic growth. During the years 2018–2025, the company increased its turnover with a CAGR of approximately 22% and its EBIT with a CAGR of approximately 33%, reaching approximately EUR 38 million in turnover on a group level.
In January 2026, PK Consumer Health acquired Puhdistamo. In connection with the transaction, Rite Ventures and the company’s operational team made a significant reinvestment into PK Consumer Health and continue to support Puhdistamo’s next phase of growth as part of a larger European consumer health group.
This reflects Rite Ventures’ preference for long-term partnerships and supporting portfolio companies throughout several cycles, placing time on our side for building great companies.
