Naïf
Naïf Care B.V. is a Dutch plant-based baby and personal care brand founded in 2013, selling plastic-free wipes, skincare, haircare, and sun protection products directly to consumers across 17 European countries and to Dutch hospitals, childcare operators, and retailers.
- Company typePrivate
- Founded2013
- HeadquartersDen Haag, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Naïf does
Naïf Care B.V. is a Dutch direct-to-consumer baby and personal care brand founded in 2013 and headquartered in Den Haag, Netherlands. The company develops, produces, and sells plant-based, plastic-free skincare, haircare, bathing, and sun protection products targeting parents of newborns and young children, with secondary segments covering expectant mothers, parents of older kids, and adults with sensitive skin. Its core technical differentiator is a plastic-free formulation philosophy — products are free from microplastics, mineral oils, parabens, SLES, silicone, alcohol, and perfume — combined with proprietary plastic-free baby wipes made from plant-based wood fibers that are 99% water (or aloe vera and bamboo lotion) and biodegradable within 8 weeks. All products are manufactured in the Netherlands and the company holds B Corp certification, AllergyCertified status on a portion of the range, and vegan certification.
The business operates a hybrid revenue model. The primary channel is a Shopify-based DTC e-commerce storefront (naifcare.com) selling individual SKUs, value bundles (Newborn Essentials Set, Shower Routine Set, Kids Sun & Aftersun), and refill pouches, with tiered free shipping across 17 European countries and same-day fulfillment for orders placed before 21:00 on weekdays. Klarna Pay Later is offered at checkout. A secondary B2B channel supplies hospitals (Baby Crème is used in the maternity wards of 20+ Dutch hospitals including HMC and AUMC), childcare facilities (Partou), and hotels as family-friendly amenities. A separate retail/wholesale partner program allows entrepreneurs and physical retailers to stock Naïf products via [email protected].
The company operates with 11–50 employees and is privately held as a Dutch B.V. (Besloten Vennootschap). In November 2023 it raised $23,000,000 from Future Business Partnership. Operational signals — including active shipping delays noted on the website ("Door drukte duurt het op dit moment iets langer dan je van ons gewend bent") and a 4.4/5 Trustpilot rating across 678 reviews — suggest demand currently outstrips fulfillment capacity, consistent with a company in active growth phase.
Naïf firmographics
Firmographics- Name
- Naïf
- Legal name
- Naïf Care B.V.
- Website
- https://naifcare.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Naïf Care B.V. is a Dutch plant-based baby and personal care brand founded in 2013, selling plastic-free wipes, skincare, haircare, and sun protection products directly to consumers across 17 European countries and to Dutch hospitals, childcare operators, and retailers.
- Ownership category
- akta.pro rank
Naïf industry classification
Industry- Product category
- Baby Care Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (4561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Personal Care Wipes & On-the-Go Hygiene (Non-medical) (CRADANAJ)
Keywords
Where Naïf is headquartered
LocationHeadquarters
- HQ city
- Den Haag
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Naïf business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Online retail sales through naifcare.com. Customers purchase individual products or bundle/value sets. Free shipping thresholds vary by country (€25-100). Same-day shipping available for orders placed before 21:00 on weekdays.
- Refill/Repeat Purchases: Navulverpakking (refill packaging) for body care products creates recurring revenue opportunity. Pump bottles sold initially with cheaper refill pouches for subsequent purchases. 76% plastic savings for consumers drives repeat purchases.
- B2B/Hospitality Sales: Supply of baby care products to hospitals, hotels, and childcare facilities. Products used in maternity wards and provided to guests/patients.
- Retail/Wholesale Distribution: Partnership program for retailers and entrepreneurs to stock Naïf products in physical retail locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Baby Care Essentials - Individual Products |
| Unit Pricing | Pay-as-you-go | Value Bundles and Sets |
| Unit Pricing | Pay-as-you-go | Refill System (Navulverpakking) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Naïf product offering
Product offeringCore offering
Naïf Care B.V. manufactures and sells plant-based, plastic-free baby and personal care products including wipes, shampoo, body wash, body lotion, baby cream, diaper cream, and mineral sunscreens. Products are dermatologically tested, vegan, free from microplastics, parabens, SLS/SLES, and phenoxyethanol, and are distributed via a D2C e-commerce storefront active in 17 European countries plus B2B channels serving hospitals, hotels, childcare facilities, and retail/wholesale partners.
Product overview
Naïf is a Dutch baby and personal care brand offering a comprehensive portfolio of skincare, haircare, bathing, and sun protection products for babies, kids, and adults. The core product range includes plastic-free baby wipes (available in water-only and lotion variants with aloe vera), nourishing shampoo and cleansing wash gels in various sizes, body lotions, baby cream, zinc cream, baby powder, and baby oil. The sun protection line features mineral-based SPF50 sunscreen sticks, sprays, and creams, plus cooling aftersun products. Naïf also offers targeted products such as anti-tangle hair lotion, conditioner for kids, and 2-in-1 shampoo & body wash. Value bundles include the Newborn Essentials Set, Tiny Bubbles Essentials, Belly & Beyond Box, and various shampoo & wash gel combinations. Sustainability is emphasized through plastic-free formulations, refill packages that save 76% plastic, vegan formulas, and All Rights Reserved-free products. All products are developed and produced in the Netherlands and are free from microplastics, mineral oils, parabens, SLES, and silicone. The brand holds B Corp certification and AllergyCertified status.
Differentiator
Problem solved
Functional benefit
Products and services
- Baby Wipes
- Baby Shampoo
- Body Wash
- Body Lotion
- Baby Cream
- Diaper Cream
- Mineral Sunscreen
Quantifiable outcome
- 76% plastic savings with refill packaging
- +3 more outcomes
Companies that use Naïf
Customer profileNamed customers3 records
Segments7 records
Ideal customer profiles3 records
Naïf technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Naïf partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- HMC (Haaglanden Medical Center)coreHMC Westeinde is the center for acute and complex care in the Haaglanden region with 3 locations. Naïf products are used in the maternity ward, providing trusted baby care from birth.
- AUMC (Amsterdam UMC)coreAmsterdam UMC academic medical center uses Naïf baby care products in their facilities.
- PartoucorePartou is a large childcare organization in the Netherlands. Naïf products are used at their childcare facilities, demonstrating product suitability for group care settings.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Naïf competitors and assessment
Company assessmentDirect peers
- WaterWipes: Irish-founded brand of plastic-free baby wipes with similar minimalist positioning and hospital channel strategy. Most direct head-to-head competitor in the plastic-free baby wipes category.
- Childs Farm: UK-based baby and child personal care brand focused on sensitive-skin and natural formulations. Closely comparable product range (washes, lotions, sun care) targeting parents of babies and young children.
- Sebamed: German dermatological personal care brand with a dedicated baby line emphasizing pH-balanced, sensitive-skin formulations. Comparable positioning on skin-safe baby care with similar European distribution footprint.
- Eco by Naty: Swedish brand offering plant-based, biodegradable baby diapers, wipes, and personal care with comparable sustainability positioning. Direct competitor in the natural baby care segment across European markets.
Broad incumbents
- Weleda: Established Swiss naturals brand offering baby care products with NATRUE certification and plant-based formulations. Comparable clean/plant-based positioning but a much broader portfolio and wider distribution.
- Pampers (P&G): Global category leader in baby diapers and wipes; Pampers Pure is the clean-label sub-line competing with Naïf on plastic-free credentials. Operates at massive scale across all consumer channels.
- Mustela: French premium baby skincare brand with broad portfolio of cleansers, lotions, and creams. A leading European competitor with deep maternity/hospital relationships analogous to Naïf's hospital channel.
Emerging players
- Earth Mama Organics: US-based organic pregnancy and baby care brand offering wipes, balms, and skincare. Overlaps with Naïf's Belly & Beyond pregnancy box and natural ingredient positioning.
- Burt's Bees Baby: Natural baby care sub-line of Burt's Bees offering plant-based washes, lotions, and diaper ointments. Overlaps with Naïf on natural-formulation philosophy and target demographic.
- Green People: UK organic-certified personal care brand with a dedicated baby/child range. Comparable in clean-formulation ethos and organic credentials though smaller in distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Naïf social profiles
Digital presenceNaïf compliance and trust
Trust signalCompliance3 records
Naïf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naïf leadership team
Management profileNumber of profiles
Naïf funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naïf M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Naïf
What does Naïf do?
Naïf Care B.V. manufactures and sells plant-based, plastic-free baby and personal care products including wipes, shampoo, body wash, body lotion, baby cream, diaper cream, and mineral sunscreens. Products are dermatologically tested, vegan, free from microplastics, parabens, SLS/SLES, and phenoxyethanol, and are distributed via a D2C e-commerce storefront active in 17 European countries plus B2B channels serving hospitals, hotels, childcare facilities, and retail/wholesale partners.
Is Naïf a public or private company?
Naïf is a private company. It is classified as venture growth investor backed and is currently operating.
When was Naïf founded?
Naïf was founded in 2013. It employs 11 to 50 people.
Where is Naïf based?
Naïf is headquartered in Den Haag, Netherlands, in the Europe region.
How does Naïf make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are refill/Repeat Purchases, B2B/Hospitality Sales and retail/Wholesale Distribution.
Who are Naïf's main competitors?
Direct peers on record are WaterWipes, Childs Farm, Sebamed and Eco by Naty. Broad incumbents are Weleda, Pampers (P&G) and Mustela. Emerging players are Earth Mama Organics, Burt's Bees Baby and Green People.
Does Naïf have an API?
No public API is recorded for Naïf.
What industry is Naïf in?
Naïf's product category is Baby Care Products. Its primary akta.pro industry code is CRADANAJ, Personal Care Wipes & On-the-Go Hygiene (Non-medical). Its NAICS code is 32561 and its SIC code is 2840.