From a small idea sparked by a child’s sleepless night, to a global brand transforming wellness, NATPAT has carved a unique space in the world of family-friendly and natural solutions.
Natpat’s fun, sticker-based products have captured hearts worldwide, earning them the prestigious title of e-Revolutionaries Special Winner 2024, an award that celebrates innovators leveraging Estonian e-Residency to redefine entrepreneurship on a global scale.
We sat down with Michael Jankie to explore Natpat’s journey, the inspiration behind their innovative products, and what’s next for this playful yet purposeful brand.
Can you tell us about NATPAT and the motivation behind creating natural, sticker-based wellness products?
Michael: It all started with my one-and-a-half-year-old. She was getting bitten by mosquitoes, and her skin would react with painful welts. The frustration of sleepless nights, crankiness and ineffective bug sprays full of harsh chemicals led me to think: “What if there was a better way?”
That’s how we created BuzzPatch, our first product. It’s a natural, fun, and easy-to-use mosquito-repellent sticker that kids actually love wearing. What began as a simple idea turned into a revolutionary way to make parenting a little easier and more playful. From there, we expanded into other wellness solutions like MagicPatch, Zen Stickers, and more—always with the goal of solving small problems with big creativity.
What makes NATPAT’s products stand out compared to traditional wellness solutions?
Michael: We focus on making wellness safe, effective and fun. Unlike sprays, pills or lotions, our stickers are simple to use—just peel and stick! They’re perfect for kids who hate sprays or rubbing in lotions, and they’re portable, so parents can take them anywhere.
Our products are also planet-friendly, made with biodegradable fibers and reusable packaging. We don’t just want to protect families from mosquitoes or help kids sleep better; we want to do it in a way that’s sustainable and enjoyable. With NATPAT, wellness becomes something families can look forward to instead of a chore.
What does winning the e-Revolutionaries Special category mean to you and your team?
Michael: Winning this award is an incredible honor for us. It validates our mission to make wellness playful, natural and impactful. For our team, it’s a celebration of their hard work and creativity.
This recognition also highlights our efforts as digital innovators. From creating engaging online experiences to scaling our e-commerce operations, it’s rewarding to see our approach acknowledged. Most importantly, it motivates us to keep pushing boundaries and finding new ways to make life easier for families everywhere.
How has Estonian e-Residency supported NATPAT’s growth and impact?
Michael: e-Residency has been instrumental in expanding our reach, especially in Europe. Through Estonia’s e-Residency, we’ve been able to establish a legal presence in the EU, streamline certifications for our products, and engage directly with European customers.
It’s also made it easier to form partnerships with retailers and stockists across Europe. With e-Residency’s digital-first infrastructure, we’ve scaled our operations while maintaining compliance with EU regulations. It’s been a game-changer for us.
What’s next for NATPAT? Can you share any exciting developments?
Michael: We’ve got some exciting plans in the works!
- New sticker solutions: We’re developing innovative blends for focus, energy and calming vibes, with seasonal and themed collections kids will love.
- A family TV series: We’re brainstorming a playful TV show featuring stickers as superheroes—BuzzPatch in a cape, anyone? It’s all about inspiring kids to explore, imagine, and solve problems with confidence.
- A mobile app: We’re rolling out a digital companion for NATPAT, with reminders, mindfulness exercises, and rewards for wellness goals.
Our mission is to dive even deeper into family life, turning small moments—like mosquito-free picnics or a peaceful bedtime—into unforgettable memories.
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NATPAT’s success in scaling its operations globally highlights the potential of ecommerce businesses when paired with the right tools. With Estonian e-Residency, entrepreneurs can seamlessly establish and manage an EU-based business, giving them access to one of the world’s largest markets.
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