Soap Queen

What Soap Queen does

SoapQueen (operating as SoapQueen Europe, De Online Zeepwinkel, and The Online Soap Shop) is a Netherlands-based private e-commerce company founded in 2005 and headquartered in Bergen op Zoom. The company supplies raw materials and base products for soap making, cosmetics, candles, room fragrances, and aroma/health products to both consumers and business customers in more than 30 countries. Its core product portfolio is organized into melt & pour soap bases and liquid soap bases (sourced from official distribution partner Stephenson Personal Care, a UK manufacturer and two-time Queen's Award winner for Export), basic cosmetic products, cosmetic raw materials compliant with EU Regulation 1223/2009, candle raw materials, room fragrance materials, total starter packages for parties and workshops, and production equipment.

The business runs exclusively online through its own Dutch-language (online-zeepwinkel.nl) and English-language (soapqueen.eu) webshops, supplemented by presence on the Bol.com marketplace. The technology stack is built on MyOnlineStore (MijnWebwinkel) webshop software with integrations to Mollie and Klarna for payments, PostNL/DHL/UPS for shipping, Laposta for email, and The Feedback Company for reviews. A 100% freshness guarantee backed by stock management, processing, and restocking systems ensures a minimum 12-month shelf life on all raw materials.

Revenue is generated primarily through one-time product sales across both consumer-sized and wholesale bulk quantities. Pricing follows a tiered volume discount model with additional savings through multi-tier loyalty programs: VIP Card (€8.50-€30/year subscription), Business Card (10-20% discount tiers), Gold Card (18% discount plus free shipping at €2,500/month threshold), and a Credit Account with 30-day B2B payment terms for Dutch and Belgian businesses. Customer segments split between craft producers and DIY enthusiasts (primary) and business customers including retailers, manufacturers, and beauty companies (primary), with a secondary segment in event organizers sourcing complete buy-box packages. The company is bootstrapped with no external funding, headcount of 1-10 employees, and was supplemented in 2025 by a supply chain diversification into Peruvian cocoa butter in response to the African cocoa crisis.

Name

Soap Queen

Legal name

SoapQueen

Website

https://soapqueen.nl

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

SoapQueen is a Netherlands-based online wholesale and retail supplier of raw materials for soap, cosmetics, candles, and fragrances, serving DIY craft producers and business customers in over 30 countries via its own webshops and the Bol.com marketplace.

Ownership category

akta.pro rank

Product category

Soap and Cosmetic Raw Materials

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Hygiene Paper Raw Materials & Components (Pulp, SAP, Nonwovens, Elastics, Adhesives, Fragrances) (IMAMAGAI)

Keywords

• Soap making supplies
• Cosmetic raw materials
• Candle making supplies
• Fragrance and essential oils
• Wholesale craft raw materials

Headquarters

HQ city

Bergen Op Zoom

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales - Raw Materials: SoapQueen generates revenue primarily through the sale of raw materials for soap, cosmetics, candles, and fragrance products. Products include melt & pour soap bases, liquid soap bases, cosmetic raw materials, butters, oils, waxes, essential oils, fragrance oils, colorants, and production equipment. The company sells both consumer-sized and bulk wholesale quantities with tiered pricing based on order volume.
2. Wholesale Bulk Orders: Large bulk orders are specially purchased or delivered fresh from manufacturers. The company offers volume-based graduated discounts where larger purchases yield better prices. Business partners with Business Cards, Gold Cards, or VIP Cards receive additional tiered discounts up to 20%.
3. Custom/Private Label Products: SoapQueen offers customized soap products as promotional/business gifts, personalized with photos, quotes, and company logos. They also facilitate private production runs for large volume buyers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

SoapQueen supplies raw materials and base products for soap, cosmetics, candles, and room-fragrance production through its own online storefronts (online-zeepwinkel.nl and soapqueen.eu). The catalog spans melt & pour and liquid soap bases, cosmetic raw materials (oils, butters, waxes, essential oils, fragrance oils, colorants, botanicals, salts), candle-making inputs, production equipment, and complete starter kits — sold to both DIY consumers and professional resellers/manufacturers with tiered volume discounts.

Product overview

SoapQueen is an online retail and wholesale supplier of raw materials for soap, cosmetics, candles, room fragrances, and aroma/health products, operating since 2005 with a direct-from-manufacturer sourcing model. Its core product portfolio is organized around product categories: melt & pour soap bases and liquid soap bases (distributed from Stephenson Personal Care, a two-time Queen's Award winner), basic cosmetic products (butters, creams, lotions), cosmetic raw materials (oils, waxes, essential oils, fragrance oils, colorants, pigments, salts, acids, bath fizz ingredients, botanicals, clays, powders), room fragrance materials (wax melts, living room perfumes), and candle raw materials (wax, color pigments, fragrance oils, wicks). Supporting product lines include production equipment (measuring instruments, molds, cutters, stamps, packaging), total starter packages and children's party buy-boxes, SQ-Natural (a 100% natural cold-process soap sub-brand sourced from a French manufacturer), and business gift soap (customized promotional soap with personalized logos/photos). Promotional offerings include a Bargains Corner at 50%+ discount and a Product of the Month with buy-one-get-one pricing. The company differentiates on freshness (100% freshness guarantee, minimum 12-month shelf life, constant quality tests), direct manufacturer sourcing, volume-based pricing, and environmentally friendly packaging.

Differentiator

Problem solved

Functional benefit

Brands

• SQ-Natural: A range of 100% natural cold process therapeutic soaps for consumers.
• Bergains Corner

Products and services

• Candle Raw Materials Raw materials for candle making, including wax, color pigments, fragrance oils, wicks, and wick sustainers, sourced from manufacturers for freshness and quality. Sold to DIY consumers and business customers.
• Basic Cosmetic Products Cosmetic base products (butters, creams, lotions) serving as starting points for personalized face, hand, foot, and body care products, to which customers add their own oils, fragrances, colors, and extracts.
• Room Fragrance Materials Raw materials for room-fragrance products including wax melts and living-room perfumes.
• Total Packages (Starter Kits and Buy-Boxes) Complete ready-to-use starter kits for making soap, shower gel, lip balm, and bath bombs, as well as customizable buy-boxes (total packages) for children's parties and workshops.
• Production Equipment Production tools and materials including measuring instruments, mixing cups, soap cutters, soap knives, soap stamps, molds, packaging, bottles, jars, labels, and paper prints.
• Business Gift Soap (Customized Promotional Soap) Customized soap produced as personalized promotional/business gifts, featuring photos, quotes, and company logos, targeted at B2B relationship gifting. Private production runs are also facilitated for large-volume buyers.
• Melt & Pour Soap Base Pre-made melt & pour soap bases (gietzeep) sourced from official distributor Stephenson Personal Care, enabling customers to cast and create their own soap products at home or for resale.
• Liquid Soap Base Wide range of liquid soap, shampoo, and shower gel bases sourced fresh directly from Stephenson Personal Care, available in various qualities for DIY and professional use.
• Cosmetic Raw Materials Full range of cosmetic raw materials compliant with Regulation (1223/2009/EC), including oils, butters, waxes, essential oils, fragrance oils, colorants, pigments, cosmetic glitters, salts, acids, bath fizz ingredients, flowers, botanicals, clays, and powders.
• SQ-Natural (100% Natural Cold Process Soaps) Limited range of 100% natural cold process therapeutic soaps, sourced from Savonnia (France), offered in The Online Soap Shop; retailers can purchase directly from Savonnia in France.

Quantifiable outcome

• Up to 20% additional discount on top of volume discounts for Business Partners
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Stephenson Personal CarecoreChannel Partner/ Reseller/ DistributorSoapQueen is the official distributor of Stephenson Personal Care, a UK-based manufacturer and supplier of personal care and soap-based products. Stephenson has won the Queen's Award for Export twice. Their state-of-the-art facilities in Leeds, UK support innovation for personal care products with distribution to more than 50 countries worldwide through facilities in North America, Europe, and China.
• PostNLminorChannel Partner/ Reseller/ DistributorPrimary logistics partner for domestic and international shipping within Europe. Shares customer address information for delivery purposes. May engage subcontractors for delivery fulfillment.
• DHLminorChannel Partner/ Reseller/ DistributorInternational shipping partner, added as alternative to PostNL for cost-effective shipping, especially for packages above 10kg. Shares customer address information for delivery purposes.
• UPSminorChannel Partner/ Reseller/ DistributorInternational shipping partner for package delivery. Shares customer address information for delivery purposes. May engage subcontractors for delivery fulfillment.
• SavonniaminorChannel Partner/ Reseller/ DistributorFrench manufacturer of SQ-Natural cold process soaps (100% natural therapeutic soaps). Retailers can purchase these products directly from Savonnia in France. SoapQueen offers these products in their Dutch webshop as a limited range for consumers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Aromantic Ltd: UK-based supplier of natural soap making ingredients, organic cosmetic raw materials, and aromatherapy supplies. Comparable as a specialist raw materials retailer with a similar craft producer customer base.
• Bramble Berry: US-based supplier of soap and cosmetics making ingredients, fragrance oils, and DIY kits. Closely comparable as a direct-to-consumer and wholesale raw materials distributor serving the same DIY/professional soapmaker customer base as SoapQueen.
• Manske GmbH: German supplier of soap making and cosmetics raw materials, equipment, and accessories. Comparable as a regional European competitor with similar product categories and DIY/B2B customer base.
• The Soap Kitchen: UK-based supplier of soap making raw materials, cosmetic ingredients, candle making supplies, and equipment. Direct competitor in the European DIY soap and cosmetics raw materials market with overlapping product range and similar target customers.
• Gracefruit Ltd: UK-based wholesale and retail supplier of soap, cosmetic, and candle making ingredients including soap bases, fragrance oils, and essential oils. Comparable in product breadth, B2B/B2C dual model, and tiered volume pricing structure.
• Crafter's Choice / Essentials by Catalina: US-based wholesale supplier of soap and cosmetics making supplies including soap bases, fragrances, and colorants. Comparable as a B2B-focused raw materials distributor serving craft producers and small manufacturers.

Others

• Bol.com: Largest Dutch/Belgian e-commerce marketplace, on which SoapQueen also sells a portion of its products. Comparable as a distribution channel partner and broader retail platform competing for the same DIY consumer spend.
• Stephenson Personal Care: UK-based manufacturer of soap bases and personal care ingredients, of which SoapQueen is the official distributor. Comparable as a strategic upstream supplier whose product range overlaps heavily with SoapQueen's catalog.
• Savonnia: French manufacturer of natural cold process soaps and SoapQueen's partner for the SQ-Natural sub-brand. Comparable as an upstream supplier of finished natural soap products distributed via SoapQueen's platform.

Broad incumbents

• Holland & Barrett: Large UK/European health and personal care retail chain selling finished natural and organic personal care products. Comparable as a broader incumbent in the natural personal care space, though operating in finished retail rather than raw materials distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/SoapQueenTV
• LinkedInlinkedin.com/company/soapqueen

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Soap Queen