We Should Be Able to Talk About Our Bodies

Farmatuur is taking an August break to create a natural apothecary where health becomes more human, joyful and shared.

Caring for your health should not feel cold. It should not happen only under fluorescent light, surrounded by clinical colours and complicated language. It should not begin from the idea that your body is a problem to be solved, controlled or pushed towards ever greater performance.

Health can also feel vibrant. Inviting.Sensual.Hopeful.

It can taste like intensely pure cacao, wild berries and golden olive oil. It can smell like freshly opened botanicals. It can become a morning ritual, a moment of stillness before sleep or a conversation that finally helps you understand what your body has been trying to tell you.

This is the next chapter of Farmatuur.

This September, we will reopen our store in Hasselt with an entirely new natural apothecary, an evolving world of natural functional products, botanical remedies, nutritional support and daily rituals created to help us live long, healthy and beautifully human lives.

A natural apothecary that celebrates life

We all inhabit a body. A body that carries us, adapts for us and communicates with us.

But also a body that can ache, become tired, struggle to sleep or ask for more support. We all experience discomforts, frustrations, fears and uncertainties connected to the physical home in which we live.

There is no reason we should feel alone or confused within that experience. We should be able to talk about our bodies. To share knowledge, wisdom and personal experience. To listen without immediately judging. To support one another in making choices that nourish life instead of slowly depleting it.

Above all, we should be encouraged to love the body we inhabit.

Annelies and I believe that caring for your body can become something desirable. Not another list of obligations, restrictions and measurements, but a way of living that creates greater intimacy with yourself and the natural world around you.

The new Farmatuur apothecary is being created from that belief.

From our first Astaxanthin to a complete Farmatuur range

We already took our first step with our Astaxanthin. That experience made something clear to us.

There is a growing need for a place that offers carefully selected natural support without turning health into something sterile or fear driven. A place where quality matters, but where feeling, beauty, pleasure and human connection matter too.

We therefore entered into a partnership with a trusted specialist in high quality natural supplements to create an entirely new functional range for Farmatuur.

The collection will offer natural and targeted support across different areas of life, including energy and vitality, mental clarity, relaxation and sleep, digestion and liver function, circulation, cardiovascular wellbeing, muscles and healthy ageing.

Each product has been selected or developed with purpose. No endless wall of products designed to overwhelm you. No suggestion that everyone needs everything.

Instead, we want to help you understand what each formula contains, why its ingredients have been brought together and how it could become part of a considered personal routine.

The purpose is not to become obsessed with health. It is to create more space for life.

A living collection of functional possibilities

Our new Farmatuur range will not exist in isolation.

It will become part of a much broader natural apothecary, filled with carefully considered pairings and synergies.

Our new collection of Flava’Choc cacao products has already arrived, bringing exceptionally pure cacao, high measured flavanol levels and minimal processing into the Farmatuur family.

Our next batch of freeze dried wild berries will follow, offering naturally occurring vitamins from berries grown far away from intensive agriculture.

Omega 3, bioactive magnesium, high polyphenol olive oils, botanical tinctures, medicinal mushroom extracts and other functional products will gradually find their place alongside them.

Some will become part of your morning. Others may help you transition into the evening. Some will be paired for focus, energy or recovery. Others will simply make a nourishing ritual more beautiful and enjoyable.

We want to explore these possibilities with you, through conversations, tastings, events, talks and the knowledge of the remarkable makers behind each product.

The labels of our own Farmatuur range will not carry the Farmatuur name, they will carry only one symbol. Floruna.

When you see Floruna

Floruna is the crowned peony in the Farmatuur emblem. She is more than a decorative mark. She represents the moment Queen Nature rises and reclaims her rightful crown.

• The crowned peony, FLORUNA, is our emblem of reverence.
• The crown stands for sovereignty.
  
• The peony, queen of all flowers, embodies sensuality, healing, and natural power.
  
• Together, they honour nature as the true queen, rising.
  
• Wherever this symbol appears, it marks what is rare, radiant, and worthy of devotion.

The new supplement labels will carry Floruna without the Farmatuur name because Floruna is not simply another brand.

She is our mark of trust. Our mark of quality. Our promise of thoughtful curation.

She represents a product that has been examined, questioned and selected with care. A product created through collaboration with partners who are willing to be honest about ingredients, origins, production and purpose.

Floruna reminds us that Farmatuur exists to honour nature, work with her intelligently and give her back the place she deserves.

When Floruna appears on a product, it means that Annelies and I have decided to stand behind it. It means that the product belongs within the Farmatuur philosophy. It means that quality, transparency, natural intelligence and purposeful formulation have come together.

Floruna will become the quiet signature at the heart of our natural apothecary.

Listening to your body without turning life into a performance

Modern wellness can easily become another competition.

Who sleeps best? Who has the perfect morning routine? Who takes the most supplements? Who has the highest energy score, the lowest biological age or the most optimised body? That is not what we want to support.

Farmatuur is not here to convince you that you are failing at health. We want to help you listen more closely. Your body may not always need to be pushed. Sometimes it needs nourishment, it needs movement, it needs stillness, it needs support.

And sometimes it needs you to stop treating it as a machine and begin relating to it as a living part of nature.

Our new apothecary will offer possibilities, knowledge and inspiration. You remain the person who listens, feels and chooses.

Farmatuur is not becoming a clinic

We are expanding our functional offering, but Farmatuur will remain unmistakably Farmatuur.

Our love affair with nature was never limited to supplements.

It can be expressed through the cacao you prepare in the morning, the botanical tincture you take before lunch or the olive oil you pour over your food.

But it can also be expressed through the plant based high fashion handbag carried on your shoulder.

Through beautiful jewellery that celebrates your love affair with nature. 

Through natural skincare, scent, texture, art, music and the encounters that make a store feel alive. Beauty and health do not need to occupy separate worlds. Beauty can remind us that life deserves to be celebrated. Health gives us more freedom to participate in that celebration.

Our store is not moving away from beauty. We are expanding what beauty can mean.

We are taking August to bring this world to life

Creating this new apothecary requires space, movement and a little transformation behind the scenes.

Saturday 1 August will therefore be the final opening day of our physical store before our summer break.

From Sunday 2 August, the Farmatuur store in Hasselt will be closed while we first explore different continents and cultures for inspiration, and afterwards install the new natural apothecary, and prepare the Farmatuur functional range to create the next chapter of the space.

We will reopen in September with our new apothecary department and a calendar filled with events, discoveries and new reasons to visit.

The precise reopening date and event programme will follow soon.

Our webshop remains open throughout August !

Although the physical store will be taking a break, Farmatuur itself will remain very much alive.

Our webshop stays open throughout August.

You can continue to order the complete available Farmatuur collection online, and your packages will continue to be prepared and delivered as usual.

There is no need to stock up before the store closes.

Your favourite products will remain within reach through Farmatuur.com, wherever you are spending the summer.

A new chapter, built around life

When the doors reopen in September, you will enter a Farmatuur that has grown.

Where listening to your body becomes an act of care instead of fear.

Where health is not defined only by the absence of discomfort, but by the presence of energy, curiosity, connection and the desire to participate fully in life.

We cannot wait to welcome you into this new chapter in September.

Until then, enjoy the summer, keep listening to your nature.