Dutch Disruptors: Meet 10 new brands shaking up the market in The Netherlands
Today there is an overwhelming number of new brands appearing on the market everyday. After speaking to many people we have noticed that deciding which products could be worthwhile investments can feel like a job in itself.
Our team of experts investigates behind the scenes into ingredients, packaging, effectiveness, and sustainability to guide and help you decipher what could benefit your everyday. While they go through this process they also meet the people who work tirelessly and thoughtfully design your experience from start to finish. For our first stop in this market discovery is The Netherlands.
A place where innovation starts on a small scale with a big vision for expansion. This forward-thinking nation is a breeding ground for innovation, where even small-scale ideas can blossom into worldwide trends. Which is why we have seen a lot of exciting brands coming to market which could create waves on a global scale.
Routinely
Founded: In 2020 by Charlotte Van Loock and Damien Poelhekke
Price Range: €25 - €50
Routinely stands as a beacon of mindful beauty practices, championing a skincare philosophy that resonates with purpose and intention. Where skincare is more than just a daily ritual; it's a form of self-investment. Their commitment to using intelligently sourced ingredients and employing sustainable methods is not just a statement—it's a promise to our planet and to you. International skin care major Beiersdorf and independent venture capital fund 9.5 Ventures have co-invested in Dutch beauty startup Routinely via the Venture Platform Oscar & Paul.
Kinfill
Founded: In 2019 by Reda Jouahri
Price Range: €10 - €100
Care products should not come at Earth’s expense. Beautiful homes give so much meaning to the people that live in them. They believe everything inside your home; every room, every task, every object, should be just as meaningful. So — What makes something meaningful? It should be effective, affordable, clean and feel-good. Everyday habits, made better; a mission we can really get behind because its the small changes that make a big difference. It's high-quality care products, Dutch design, incredible scents and clean formulas; designed to look and smell as good as everything else in your space.
Marie Stella Maris
Founded: In 2011 by Patrick Munsters of Scotch & Soda
Price Range: €10 - €100
Shop Marie Stella Maris Products
Marie-Stella-Maris is a Dutch social enterprise with a mission, by providing a portion of their profits to clean drinking water projects. Their product line promotes mineral water, body care and luxury home perfumes; all containing ingredients of natural origin, distinctive and unisex scents, and packaging design with an eye for detail. To limit their impact on the environment, their focus maintains to develop sustainable refill packaging; promoting less packaging material, less waste and less CO2 emissions, but also better for your wallet.
SquaredCircle
Founded: In 2021 by Hendrik Jan Koeners
Price Range: €10 - €100
Based in Amsterdam, SQUAREDCIRCLE offers a sparkling, cold-brewed Japanese Kukicha tea enriched with adaptogens (functional mushrooms and herbs). It contains four active ingredients: Reishi, Ashwagandha, Rhodiola, and Eleuthero; we will help teach you about what that is later. Functional drinks, these beverages are formulated with a primary focus on delivering health benefits, such as boosting energy, enhancing cognitive function, supporting immunity, or promoting relaxation — Not to mention it can be a great alcohol free alternative.
Philo Supplements
Founded: In 2022 by Hester Schaberg
Price Range: €25 - €75
Philo Supplements was developed to special orthomolecular guidelines. This principle is about achieving the optimal molecular state in the body. It aims to maintain health through nutritional supplementation and support your body's own ability to regulate all chemical processes and pathways essential for optimal health. Clinical meta-research they use of highly effective and clean ingredients in combination with the right nutritional cofactors gives our supplements a maximum synergistic effect.
Gimber
Founded: In 2017 by Dimitri Oosterlynck
Price Range: €10 - €50
Can you get a kick without alcohol? Meet Gimber, a new organic concentrate of ginger, lemon, herbs and spices. Mix with water to unlock endless possibilities for delightful mocktails, natural infusions, and elevated culinary creations. They also look responsibly for how those ingredients are produced. By supporting Peruvian farmers, they can earn a fair income and build a sustainable life.
Odeaur
Founded: In 2022 by Fabien Dinsbach & Patrick van der Woude
Price Range: €10 - €120
Inspired by nature, driven by technology. Their line of unisex fragrances are made with ingredients from both synthetic and natural origins, organic and responsibly sourced. Each fragrance is a composition of recognizable notes translated to clean solutions. Simple compositions that adapt to any skin and have nothing to hide. As transparent as the refillable bottle.
Uncommon Coffee
Founded: In 2018 by Claye Tobin, Nina Tromp, Josh Cotton
Price Range: €5 - €30
Every coffee has its own uncommon story—its own unique microclimate, variety, altitude, and processing methods. They travel to the source every year to uncover stories; to find out more about each individual farm so they can highlight their distinctive flavors. But also learning more about crop disease, unpredictable rainfall, and price fluctuations. These are exceptional stories of bravery and creativity that producers and their communities show in the face of such complex environmental and socio-economic challenges. Sip and discover the uncommon.
Leave Your Sword
Founded: By Nicolas Adam
Price Range: €10 - €20
This kombucha taste is second to none. Brewed with a single type of tea, blended from several tea gardens, they carefully select them from tea cultures, tradition and history, creating their unique and own brewing style. Organic and brewed with a blend of beetroot sugar from the Netherlands and Germany – each culture has been brewed unique from the source unpasteurized, unfiltered, naturally carbonated and bottle-aged.
Rozebunker
Founded: In 2016 Emile Corre, Kester Scholten and Melanie Corre
Price Range: €5 - €25
The fruit butchers of Roze Bunker tackle the sticky problems of the food industry with kilos of pure fruit and fresh herbs that are also subject to waste. Why move water when it just comes out of the tap? By adding water only at the last minute, it saves a lot of transportation volume of an average soft drink brand. 1 bottle of Rozebunker is about equal to 1 crate of soda, This saves storage, lots of hauling and mountains of plastic.
Rohe Frames
Founded: In 2021 by Marieke Meulendijks and Maickel Weyers
Price Range: €100 - €700
Rohe is an Amsterdam based design studio and atelier, with a strong identity for a timeless reinvented garderobe. A multi-disciplinary philosophy, where craft, innovation and an artistic community meet. Exploring contemporary shapes through distinct design elements with high-quality Italian fabrics.
Lera Matcha
Founded: In 2024 by Valeria Arsonova & Yulia Nikitina
Price Range: €5 - €40
And last a newcomer to the scene, Lera matcha is making some impact already. With its uniquely designed architectural space, this cafe and shop offers a range of goods, bakery, and takeaway products. Their focus is delivering a fluoro green premium quality ceremonial grade matcha for a beautiful buzz without the crash.