Cologne, April 20, 2025
A Cologne-based startup wants to make conscious consumption easy again – and shows that a good feeling cannot exist without quality and transparency.
Temu, Shein, super sales – in the digital shopping universe, thousands of offers bombard us every day. Ever cheaper, ever more anonymous, ever faster. But for many people, this no longer makes them feel good. The longing for products they can trust – and a way of consuming that feels *right* – is growing.
“I just wanted to buy things that matched my values – but I simply couldn’t find an alternative,” says Michelle Kujawa.
The 31-year-old spent over €6,000 on her camper conversion at major online retailers. What she didn't know at the time: where the products came from, under what conditions they were manufactured, and what she was actually supporting.
"At first, I tried to buy locally from specialist retailers to support the local economy. I didn't want to feed anonymous platform giants with my money. But when I found the same products in specialist stores as online, just with a different name and price tag, I gave up. I wanted to buy things that aligned with my values – but I simply couldn't find an alternative," says the founder.
From this experience, something emerged that aims to solve precisely this problem.
A platform for everyone who wants to buy personally instead of anonymously
Youro is the first curated marketplace for products "Made in EU." The principle: Everything listed here is manufactured in Europe – transparently, traceably, and curated. Instead of wading through reviews, labels, and terms like "sustainable," consumers can find what they're really interested in at a glance in friendly brand profiles: Where was the product produced? What materials were used? Who is behind the brand?
"It's not about consuming perfectly," says co-founder Hendrik Iserlohe. "But we all deserve the opportunity to make conscious decisions. And that opportunity has been lost in recent years."
We are what we surround ourselves with: How conscious consumption improves our quality of life
With the boom in Asian low-cost platforms, the need for clarity has increased – especially among people who value quality.
According to customs statistics, in 2024 alone, over 4.6 billion small consignments with a value of less than €22 were imported duty-free into the EU – around 90% of them from China. This is evident everywhere: in city centers, in TikTok hauls, on platforms.
What is often forgotten is that those who buy cheaply often pay elsewhere – with product defects, short product life cycles or the feeling of knowing nothing about the product and its origin.
"We are what we surround ourselves with," says Kujawa. "And that should feel good. On our platform, we tell the story behind the product and give the production a face. In a time of anonymity, we need more personality."
The founding duo wants to transfer the good feeling one gets from buying directly from the manufacturer at a Christmas market into the digital world. Therefore, the founders invest a lot of time in preparing these stories in so-called brand profiles.
Visibility for products with attitude
Currently, Youro features over 50 brands with more than 600 products – from cosmetics to kitchenware, from stationery to personal care. They all share one goal: quality over quantity.
Shipping is handled directly from the brands to the customers. The integration is straightforward, commission-based, and has no fixed costs.
Youro sees itself as a counter-trend to the flood of imports and platform dominance. Not loud, not moralistic, but clear, modern—and a little cozy.
Or as Michelle Kujawa puts it:
"They still exist – the products that feel right. We just need to make them visible again."
About Youro
Youro GmbH was founded in Cologne in 2024. The startup operates the world's first platform exclusively for products "Made in the EU." Its focus is on presenting the stories behind the products: In friendly brand profiles, you can see the people behind the brand, gain insight into production, and provide information about the origin of the materials.
Founder Michelle Kujawa and co-founder Hendrik Iserlohe aim to make conscious consumption easier – with transparency, trust and a new standard for online shopping.
Press contact
Contact person: Michelle Kujawa
Email address: presse@youro.shop
To the website: www.youro.shop
To the press kit: https://youro.shop/pages/presse