Nature First

Nature First was founded by entrepreneur Justine Potashnik and Ayurvedic nutritionist and Horticulturist, Noel Graupner, with the goal of establishing an ecological design platform that is both practical and educational. The idea for Nature First came when Justine and Noel were developing natural-dying organic linens in India and came across the soap berry. Used since ancient times, the soap berry's natural cleaning properties inspired the founders to begin exploring all that the soap berry could do.

After discovering a natural detergent in the berry, Nature First developed their first collection, Nature First. This collection served their need to develop a living relationship with the environment that allows humankind to borrow and return materials from Mother Earth without disrupting her cycles and rhythms.

As Nature First continues to pioneer a fully closed loop in all avenues of products they are producing, the world becomes a cleaner place, and so does your laundry room!
Shop all Products Best Sellers New Arrivals Subscribe & Save
Beauty & Care
Baby & Kids
Clothing & Accessories
Home & Kitchen
Sports & Outdoors
Zero Waste
Sustainability Journey
Clearance Shop All Brands

Time Well-Spent

Everything on our site is vetted through our 5-Pillar Sourcing Methodology, and our Community Experience team is always here to help through chat, call, or email.


Sign up to our newsletter and you'll receive tips, tricks, and advice on living sustainably. Plus, a sneak peek to new products and articles!