About

The brand’s mission is to confirm that ambition and motherhood can coexist

Stefanija, the founder of the brand and once a mother of a highly sensitive child raised within the attachment parenting approach, created this brand to allow her daughter to stay home longer. She found an original play dough recipe, replaced all toxic ingredients with plant-based alternatives, and infused it with her favorite colors—smart, contemporary, and never overstimulating.

A safe ingredient list —not a food
product, but safe if swallowed

Unusual, non-standard colors and color sets

One-of-a-kind in-cup
toppings made of play dough
and Bioglitter™

Super slow to dry—easy to refresh with water when dried

Convenient to clean from surfaces and clothes—peels off like a sticker

Multi-use cup and easy-to-open round twist lid

Niche offer—no analogues in Europe and not sold on Amazon or other major chains and market places

Doesn’t stain, doesn’t stick to hands, doesn’t get under nails

How Noonchi is made

We don’t interfere with nature, because nature already did it right.

Noonchi organic play dough is handcrafted in small batches. Each design is created and laid manually. We reject unnecessary chemicals. Salt acts as a preservative, montmorillonite as a rehydrator, and potassium bitartrate (cream of tartar) as a stabilizer. All ingredients are certified, EU produced, and carefully inspected.

What Noonchi is made of

The composition includes bio wheat flour, organic sea salt, organic cream of tartar, bio corn starch, tapioca-based bio baking powder, plant-based vanillin, vegetable glycerin, vegetable and coconut oil, montmorillonite clay, bio food coloring and drinking water.

In developing the product, we managed to avoid toxic ingredients. As a result, two cups of the identical product may differ slightly in color, texture, aroma and drying speed. All these variations are due to the natural instability of plant-based ingredients.

Some brands of play dough are made with PFAS* forever chemicals. Noonchi Organics formula categorically excludes borax, sulfates, polyethylene glycols, mineral and palm oils, as well as fillers such as glass, plastic and ceramic microspheres and polymers.

The product contains allergens: gluten, vanillin.

* PFAS = forever chemicals. Per- and Polyfluoroalkyl Substances (PFAS) are a large group of man-made chemicals known for their resistance to water, heat and oil.

The Bioglitter* commonly used in our design cup variations is edible, water-soluble, starch or mica powder based, TÜV-certified, free from plastic and styrene.

* Complies wih the Microplastics Regulation 2023/2055.

Certificates
and credentials

EN71 Certified by LATVIAN CERTIFICATION CENTER.

Noonchi Organics is a Trade Mark No 018997521 certified by EUROPEAN UNION INTELLECTUAL PROPERTY OFFICE under corresponding entries have been recorded in the Register of European Union trade marks.

Noonchi Organics powered by SIA NOONCHI 6.11.2025. signed an agreement No 1.2.3.1/1/23/I/001 with the Investment and Development Agency of Latvia on receiving support for export assistance under the project ‘SME Innovative Business Development’ co-financed by the European Regional Development Fund.

LUCID number DE3720308120028.
EORI Nr. LV40203489944.
EPR number 50067939.

Packaging

We are only guests on this planet, and we do our best to minimize harm wherever possible.

That is why our products and packaging will always be either compostable or recyclable. As mentioned above, the play dough itself
is completely natural and compostable.

Box we pack our sets in recyclable cardboard.

The easy-to-open round twist lid — something quite unusual for this category of children’s products — makes this play dough simple to open and close for children of any age.

And as mentioned earlier, the formula is so safe that if a small child happens to open it while you are out of the room and even tastes or eats some of it, there is no need to worry (see the Ingredients section).

The cup itself is made from durable food-grade plastic and is often reused by us and our customers as a food container once Noonchi has been fully used.

Shelf Life

The shelf life of the dough from the moment of opening is six months, subject to storage rules. A sealed cup can be stored for up to two years from purchase.

We do not recommend extending the product’s life by refrigerating it, since cold changes the dough’s properties, making it hard and crumbly.

We do not recommend keeping the cups in direct sunlight, as salt from the formula may rise to the surface of the beads and leave unattractive salt marks on the inside of the jar.