Jurassic clay rich in organic matter from western Latvia is known already from early 19th century. Jurassic clays provide an interest because of high potential for innovative use due to its clay mineral composition jointly with organic material. Properties of the Jurassic clayey deposits were studied by using various physical and chemical methods. Material gained from field was tested by modern techniques such as UV-Vis, 3D fluorescence and FTIR — spectra, which show patterns of organic compounds in the clay material. AAS analyses characterized inorganic content. PXRD studies raised discussions about the origin of kaolin, illite and smectite and interactions among these clay minerals. Obtained results show that Jurassic clays with organic matter have future potential for possible use in cosmetic industry and as a sorbent material.