Our story
Metilde was born out of a frustration many people recognise: why should it be so hard to find clean, natural supplements without the hassle? That question is what made Matilda put everything else aside and build the brand from scratch.
Something was missing on the shelf
Matilda had used supplements for a long time, but the more she read, the more frustrated she got. Many products were full of fillers, sweeteners and ingredients that added nothing. At the same time, prices were often high for products that didn't even contain what they promised.
There were plenty of brands talking about health and wellbeing, but few that explained why the product was actually worth its price. That's when the idea of Metilde started to grow: a brand built on purity and transparency, where you get exactly what you pay for and nothing else.
Subscriptions that should work better
Another thing that bothered Matilda was that there was almost no good way to subscribe to supplements. What existed was either complicated plans with notice periods, or a pure forget-to-reorder situation where you had to remember it yourself.
So Metilde built a subscription that's actually fair: 15% lower price, free shipping and the ability to pause, change or cancel whenever you like. No commitment, no hidden fees. As simple as it should have been from the start.
From Matilda to Metilde
When it was time to choose a name, the first option was obvious. Matilda tried every possible variation, but every domain with "Matilda" was already taken. So it had to become something close – a little simpler, a little cleaner. Metilde.com was available, and the name felt right straight away.
It's not a big branding moment. It's simply a practical solution to a problem every founder recognises: the good idea is there, but the domains are already taken.
Next step: growing the range
Today Metilde has ten products in its range, but that's only the beginning. The goal is to expand the range as we get to know our customers, and to become a major player in the market for natural supplements in the Nordics.
We won't add new products just because they look good. Every supplement is there because it serves a purpose, has genuine quality, and lives up to the same standards we set from day one.
Timeline
Short steps along the way, from idea to launched webshop.
The idea is born
Matilda was looking for clean supplements she could trust – and noticed how hard it was to find products without unnecessary fillers, sweeteners and vague claims. The market was full of the same old brands, but few that felt honest.
Metilde takes shape
After months of research, supplier conversations and test batches, the brand began to take shape. Matilda wanted to build something simple: products where you get what you pay for, with a clear ingredient list and real raw materials.
Subscription becomes obvious
There was no smooth way to subscribe to supplements. Either you had to remember to order yourself, or you were locked into a plan you couldn't pause. Metilde built a flexible subscription that you can change, pause or cancel at any time.
Launch
The range launched with ten carefully selected products. No health claims, no shortcuts – just clean, natural supplements for those who know what they're looking for.
We're just getting started
Metilde is a young brand, but the ambition is clear: to grow the range and become a major player in the market for clean, natural supplements. We do that by being honest, keeping quality high, and listening to our customers.
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