In recent years, interest in authentic Finnish sauna culture has grown rapidly across North America. At the same time, the understanding of sauna itself is evolving. Increasingly, attention is shifting beyond heat alone toward atmosphere, natural materials, softer steam and a slower rhythm.
In Finnish sauna culture, an important part of the experience is created not only by temperature, but by the way the session gradually unfolds: slowly warming materials, balanced steam, silence and continuity.
KIUASSUOLA™ has been built around this philosophy.
The collection combines Finnish heat-storing soapstone with natural sauna salts, allowing heat, steam, stone and salt to interact naturally throughout the sauna session.
The first products now entering the North American market are:
The products have been developed especially for active home sauna use, premium sauna environments and retail concepts where customers are looking for authentic Finnish sauna products designed for long-term use.
Unlike many fast-consumed wellness products, KIUASSUOLA™ is built around ongoing use and a refill structure. ILMARI KUURA™, placed directly on top of the heater stones, functions as a reusable Finnish soapstone object around which the sauna ritual gradually develops over time.
Both Finnish soapstone and natural mineral salts are part of the collection’s long-term philosophy. Together, the products represent a new type of Finnish sauna category where natural materials, softer steam and continuous use are combined into one concept.
KIUASSUOLA™ is now strengthening its presence in North America in cooperation with the Canadian distributor Wellendi.
The first products are now available for retailers in Canada as well as B2B customers within the U.S. sauna and wellness market through Wellendi.
The goal is to gradually build a new premium sauna category where Finnish soapstone, natural materials and slower sauna rituals become part of modern sauna culture.
Growing interest in slower, more authentic and natural sauna experiences appears to be one of the most significant developments currently shaping international sauna culture.
And in that shift, Finnish sauna traditions still have much to offer.
About KIUASSUOLA™
KIUASSUOLA™ is a Finnish sauna brand rooted in authentic sauna culture, slower rituals and long-term sauna use.
All products are designed and manufactured in Finland using natural materials selected for continuous sauna use and sauna atmosphere.
The philosophy behind KIUASSUOLA™ is built around authenticity over trendiness — creating products that feel natural, calming and genuinely connected to Nordic sauna culture.
Most of the collection is fragrance-free and developed with a minimalist, sensitive-skin friendly philosophy in mind.
International partnerships
For retail, distribution and partnership inquiries:
