The name SOULEL [ sou.lel ] is inspired by two powerful ideas
Together, SOULEL reflects our mission to harness the power of nature and ancestral knowledge to nourish both body and spirit – like sunlight for the soul.
“soul”
representing inner nature, unity, and instinctive being.
“saulė”
the ancient Baltic word for the sun; symbolising life, energy, and healing.
The name SOULEL ['soʊ.lɛl] is inspired by two powerful ideas
“soul”
representing inner wisdom, vitality, and holistic well-being
“saulė”
the ancient Baltic word for sun, symbolising life, energy, and healing.
Together, SOULEL reflects our mission to harness the power of nature and ancestral knowledge to nourish both body and spirit – like sunlight for the soul.
Arunas Matacius
not as a planned wellness brand,
but as a personal need to heal.
Arunas’ background is unusual: classical law student, anti-inflammatory scientist, and something else entirely – a career shaped from personal consequences and relentless development in the early 2000s by working in the original botanicals.
At one point, he was leading award-winning organic products in 47+ stores across the market.
But health was never the plan.
40+
international awards
An accidental path into
real food
Around 15 years ago, by pure chance, Arunas entered the organic food industry. He joined one of Europe’s first organic bean-to-bar chocolate manufacturers, helping scale the business from a niche producer into a globally recognised brand.
Over time, the company won 40+ international awards, shipped to 30+ countries, and earned the trust of some of the world’s most demanding retailers — including Selfridges, MUJI Japan, KaDeWe Berlin, Whole Foods, and others.
What stuck wasn’t the awards.
It was learning how real, organic products are
built properly – without shortcuts.
From people...
to dogs
After chocolate, Arunas founded an organic raw, dehydrated dog food company in the UK, driven by a simple question:
Why are dogs not eating species appropriate diets anymore?
The project led to a patented low-temperature technology that kept food raw, safe, and nutritionally intact. The company attracted investment from Marks & Spencer, Founders Factory (London), CrowdCube, and other VCs.
And then came the moment that changed everything.
Patented low-temperature technology that led to the creation of SOULEL
“Why do dogs have better food and supplements than humans?”
Back to the roots
Arunas’ uncle, Dr. Virgilijus Skirkevičius – a well-known Lithuanian herbalist, pharmacognosist, lecturer, and practitioner with over 23 years of experience – asked for help with his dog Baris, who was struggling with eczema, epilepsy, excess weight, and metabolic issues.
Together, they applied nutrition protocols developed for dogs, combining Arunas’ food formulations with herbal blends his uncle had been refining for years.
The change was fast and undeniable.
Skin cleared. Weight stabilised. Epileptic episodes stopped.
That’s when his uncle said – half joking, half serious:
“Why do dogs have better food and supplements than humans?”
That question stayed.
When the dog food business was sold, Arunas kept thinking about it – and slowly began blending small-batch herbal formulas, without a business plan, without investors, without pressure.
Just curiosity. And trust in nature.
These early blends became SOULEL.
Today, Dr. Virgilijus Skirkevičius is SOULEL’s Chief Herbalist, bringing together pharmacognosy, clinical experience, and traditional medical systems – including Tibetan medicine, which he studied by invitation of monks, alongside Ayurvedic, Chinese, Sami, and Amazonian traditions.
The beginning of
Why we work this way
Modern science is valuable – but it has barely scratched the surface.
SOULEL is built on thousands of years of lived human experience with plants, combined with modern quality standards – not on isolated compounds or synthetic shortcuts.
Whole plants over formulas
Synergy over simulation
Evolution over trends
Today
SOULEL products are now used worldwide – from Japan to the United States – and recognized with multiple international awards.
But the principle hasn’t changed. We create the kind of products we once wished existed –
clean, organic, whole-plant formulations that support the body as a system.
Not louder.
Just wiser.
Today
SOULEL products are now used worldwide – from Japan to the United States – and recognized with multiple international awards.
But the principle hasn’t changed.
We create the kind of products we once wished existed – clean, organic, whole-plant formulations that support the body as a system.