I bought a latex mattress several years ago, and will never buy another mattress. (Literally, they last 50+ years) Feels great, available in a range of firmness, no weird smells, never deforms, doesn't get hot, and naturally insect/mold resistant. I think I paid 1300 USD for a king size.
I know that's only tangentially relevant to the topic at hand, I'm just mentioning this since I had trouble finding much info on them. Latex is not promoted or advertised much, since they have very low markup compared to other mattresses; the store would much rather sell you a "hybrid" (usually 1/2 latex and 1/2 memory foam). But if you want to pay 2x as much to get something that lasts 4x as long, what you want is simple, boring, 100% natural latex.
This is probably my most confusing slew of downvotes. What do you think, I own a plantation of rubber trees? I thought it was surprising and interesting that something invented ~100 years ago would be an optimal choice in a thriving market full of recent patents. Ah well.
While we love our natural latex (from flobeds.com, no affiliation!) bed, it doesn't last forever. We had to replace ours at 15 years - while it was still better off than a spring mattress, it still had become worn. It had valleys and clumps - basically the latex was somewhat broken down. Compared to the new mattress, the old was more brittle and would tear easy, while the new one was resilient and springy.
The difference between it and normal spring mattresses is amazing though. I highly recommend them!
I really like our SleepOnLatex mattresses (https://sleeponlatex.com). They're yet another mattress-in-a-box company, and the name is kind of bad, but the mattresses are very high quality AFAICT - UL Greenguard Gold/Oekotex certified for low emissions, organic wool covers rather than chemical retardants to meet fire standards. And they're extremely reasonably priced to boot ($800 for a queen).
No affiliation, just a very happy customer. Never tested their customer service/returns/etc, so I don't know how good they are there.
I don't know the brand, I got it from a local mattress store in town and it wasn't branded beyond the name of the store (not a chain). But neither was it made locally, I think they're mostly made in SE Asia. I assume there must be online retailers but can't recommend one, sorry.
I know that's only tangentially relevant to the topic at hand, I'm just mentioning this since I had trouble finding much info on them. Latex is not promoted or advertised much, since they have very low markup compared to other mattresses; the store would much rather sell you a "hybrid" (usually 1/2 latex and 1/2 memory foam). But if you want to pay 2x as much to get something that lasts 4x as long, what you want is simple, boring, 100% natural latex.