Our history

Fjordeng - our background & history

The background for the company and our products is a years-long interest in natural skin and hair care as well as respect for nature and through this a realization that the world is full of care products that are made from artificially produced ingredients.
With that approach, SAMA natur was founded on 1. February 2006 - named after Sandie Majken Gade, who has developed our products and who was one of the company's two founders - the other, who today owns the company alone, is Niki Gade.
We have a somewhat complicated history because the financial crisis in 2009 completely pulled the plug on a planned full-time investment in the company - until then, SAMA ran nature alongside full-time jobs and studies.
Our story, told below, involves a farewell to the SAMA nature name in 2011, but a reintroduction in 2016.

It all started in 2004. on a hobby level
One of the company's 2 founders - Sandie Majken Sandholm (later Gade) - had since 2004 - and until the creation of Afrodite's shed in 2006 - via the internet auction site QXL.dk sold a handmade cream called SAMA - according to its own recipe - for dry, sensitive & irritated skin. SAMA is the initials of Sandie's first name - Sandie Majken - which also later named SAMA nature.
It soon turned out that the cream effectively helped a lot of people with problems that they had been struggling with for years - and the success of the cream led us to create "Aphrodite's shed i/s" (later puritas.dk i/s) and "SAMA natur i/s" in 2006.

The companies are established
SAMA natur was the production company behind the SAMA blue series, which the products were renamed at the same time as the companies were established - blue of course because of the characteristic pure blue color that especially characterizes the cream and which is a result of the anti-inflammatory substance azulene, which is naturally blue.

Aphrodite's Shed was our own sales channel to end customers. The ambition at the time was that we should have external dealers and in order not to compete directly with these, production and wholesale sales were kept separate from retail sales in the form of the 2 companies.
We then also got a number of dealers, but with the onset of the financial crisis at the end of 2008, a number of dealers reduced their range and it ended with us completely giving up the idea of ​​betting on this.
The name Aphrodite's Shed was intended as a tribute to the Greek goddess Aphrodite and arose half in jest, but we quickly adopted it as the name to represent the retail section.
Sandie was at this time studying ancient history at the University of Southern Denmark in Odense, and here she was daily in "contact" with the old Greek gods - among othersa Aphrodite Her name means foam of the sea in Greek, she got this name because she was born in the sea.
Aphrodite is the goddess of love and beauty and therefore we thought she would be a good representative for the company, as products provide external beauty & well-being and they are made with respect and love for nature.
Adding a shed to the name was the "fun part". The idea was that this is where Aphrodite stood and made the SAMA blue products. At this stage, the company was still at hobby level, which is also reflected in the name.
Aphrodite's shed was our first sales site with ordering that took place using a simple form and subsequent payment by bank transfer. When we started testing a dedicated online store at the beginning of 2007, we did it from a new website: puritas.UK

Aphrodite's shed becomes puritas.dk
During a test transition, we had 2 online sales points - Aphrodite's shed.dk, where orders were made with a simple form and subsequent bank transfer, which of course lengthened the delivery process.
That is why we wanted a real online store with Dankort and credit card payment, but since we wanted to test such a new solution before pulling the plug on what we knew worked, Puritas became.dk born as a test shop.
puritas.dk is named after the Latin word "puritas", which means cleanliness - a word that very well describes the products we sell.
The test went so well that already in the middle of 2007 we closed Afrodites Skur and switched completely to the new online store and puritas.dk was then the only sales channel.
We also wanted to get rid of the Aphrodite's shed name because we wanted to focus on doing the business full-time and thus phase out the "funny" in the name.

berkana URUZ - with scent & color
As part of the efforts to make SAMA nature a full-time occupation, we assessed that we needed a supplement to the SAMA blue series so that we also had one more ordinary care series.
After a long development, in 2009 we launched a new care series called berkana URUZ.
The series was developed with a focus on good effective products with lovely textures, wonderful scents and inviting colors - the latter was, and still is, very unique. Since we had been very successful in branding SAMA blue as "the blue cream", we tried the same approach by adding natural colors to the products so that we had an orange (tangerine scent), a pink (rosewood scent), a green ( eucalyptus and orange scent) a yellow (grape and orange scent) and a white (sage scent).
The products were developed with the aim that they - of course - should work and perform their function, but also to a large extent provide sensory experiences via the exciting and appealing colors, the lovely aromatherapeutic scents and the delicious and pleasant textures. Our philosophy was that even though berkana URUZ are natural products, they don't have to be boring.
Both scent and colors were natural. The scents came from 100% natural essential oils, which are made from sap from nature's plants and which, in addition to the scent, also had an effect function in the product in question. The colors were also extracted from nature's plants – e.g.e.g from parsley, paprika fruit and carrots.
berkana URUZ was a broad series with something for all skin types as it contained products for normal/slightly dry skin, dry/very dry skin and oily/impure skin - divided into the 5 different colours/scents, each contained a cream, a body lotion, a body shampoo, a hair shampoo, a conditioner and a hand soap.
Unfortunately, the series was never a huge success and it was discontinued in October 2011, approx. 2.5 years after launch.
It was very sad to stop the berkana URUZ series - but in return in February 2012 we launched another new series that had been under development together with berkana URUZ in the years 2008/2009.

SAME WHITE - without fragrance & colour
When we developed the berkana URUZ series, as written above, we also made another series - namely one without color and fragrance, which is by its very nature extremely hypoallergenic and without that, which has gradually become known as "unnecessary chemistry" (dyes, fragrance, etc.)
But we chose to bet on the new and different - it was not the right decision. Therefore, in 2011 we took the second series "out of the drawer" and completed it for launch in February 2012.
The series called SAMA white was a lovely care series without colour, fragrance (ie perfume free) and of course without parabens and other hormone-disrupting substances. The series is still alive - today it is called SAMA skincare.

SAMA is deleted and replaced by puritas.dk
In March 2010, Puritas becamedk & SAMA natur entered into Niki's sole proprietorship: yiati group, where Niki already runs a teambuilding business under the name "syneimi teambuilding". We did this partly to ease the administration, but also because the decline in sales meant that there was no longer enough work for 2 people, which is why Sandie stepped down as co-owner.
At the same time, we also decided to simplify the structure in relation to having an angro pg production company and a retail company and in connection with the fact that both companies ceased to be legal companies, "SAME nature" was removed as name as name.
For a period the name of the products was preserved, but in 2012 SAMA was also removed from the product names so that they were henceforth called "puritas.dk blue cream", "puritas.dk blue shampoo" and "puritas.dk white cream".

puritas.dk expires and SAMA becomes a brand name and product name again
During 2015, we realized that it was a mistake to scrap the SAMA name - partly because SAMA natur nicely signals that our products are natural products, partly because SAMA natur was a unique name that no one else had - puritas.dk is f.e.g very historyless in its name, where SAMA carries our entire history. In addition, we want to have the opportunity to establish webshops abroad, and here we see SAMA natur as a better name, where puritas.dk has the weakness that it contains the domain name in the brand name itself.
That is why we finally decided on our 10th birthday - d. 1. February 2016 - that the SAMA name should be reintroduced and puritas.dk completely disappear.
At the same time, the products had to change their name to something that can be used across national borders without the name having to be translated.
In connection with the launch of the new SAMA nature website in October 2016, the products changed their name so that "puritas.dk blue series" today is called "SAMA medicare" while "puritas.dk white series" today is called SAMA skincare.

We are ready for the future and the next 10 years
With these changes and opportunities to establish exports, we feel that we are now ready for the future and not least the next 10 years with a direction that fits 100% with the original thoughts and the visions the company and the products were founded on.
It has been a long and winding road - but we have finally found our way, and from now on it goes straight - under the name SAMA natur.