Dutch Beauty House

What Dutch Beauty House does

Dutch Beauty House is a Netherlands-based online retailer of natural skincare, body care, hair care, and sun care products, operating exclusively through its owned e-commerce storefront at dutchbeautyhouse.com. The company was founded in 2014 and is registered in Langenboom, Netherlands (KvK 59790431), with a published workforce band of 1-10 employees and a single contact identity (Peter) for sales and customer support. Its proposition centers on a portfolio of seven in-house sub-brands - Herbolive (olive-oil-based skincare), Fresh Secrets (donkey milk, cannabis oil, coconut oil, charcoal), Aloe Natura (aloe vera), Aloha Tropic (sun care and tanning), Vitaforce (horse milk), Argan Oil, and Sea N Sand - collectively exceeding 300 SKUs across face, body, hand, hair, foot, lip, oral, soap, and sun categories, supplemented by editorial content on ingredients and safe sun practices.

The platform is built on WordPress/WooCommerce by site developer Ax-Easy, with checkout routed through Mollie Payments and Afterpay for buy-now-pay-later. Pricing is fixed unit retail, with products ranging from €2.95 (Herbolive Leaf Soap with Pomegranate) to €34.99 (VitaForce Horse Milk Capsules) and Netherlands domestic shipping set at €6.95. The company sells globally from a single Dutch origin with no physical retail presence, no marketplace listings, and no disclosed wholesale or B2B channels. Third-party validation comes from a 9.3/10 WebwinkelKeur rating over 405 reviews; brand awareness is built through organic Facebook and Instagram presence and WhatsApp-based customer service.

The business model is straightforward direct-to-consumer retail: revenue is generated one-time at point of sale through the storefront, with no subscription, membership, or recurring component disclosed. No external funding, parent company, or institutional ownership is evidenced in the source material, and the company appears to operate as an independent proprietorship. Forward activity is concentrated in product-line expansion rather than channel or geographic diversification, with the most recent observable push being the 2024 launch of Aloe Natura and a 2025 cluster of new SKUs in the Fresh Secrets and Herbolive ranges.

Name

Dutch Beauty House

Legal name

Dutch Beauty House

Website

https://dutchbeautyhouse.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Dutch Beauty House is a Netherlands-based independent online retailer selling natural skincare, body care, hair care, and sun care products across seven in-house sub-brands to individual consumers in Europe via its own e-commerce storefront.

Ownership category

akta.pro rank

Product category

Online Natural Skincare and Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

akta.pro secondary industry

Natural & Clean Fragrance (CRABADAG)

Keywords

• Natural skincare products
• Beauty ecommerce
• Organic cosmetics
• Online beauty retail
• Natural body care

Headquarters

HQ city

Haps

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Product Sales: Dutch Beauty House generates revenue through direct online sales of skincare, body care, hair care, and beauty products. Customers purchase products at listed prices through the dutchbeautyhouse.com e-commerce platform. Payment is collected at point of sale through integrated payment providers (Mollie Payments and Afterpay). Products include both one-time purchases and the company appears to be a retailer of multiple branded beauty product lines.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Dutch Beauty House operates an online retail store selling natural and ingredient-focused skincare and beauty products across multiple brand lines including Herbolive (olive oil), Fresh Secrets, Aloe Natura (aloe vera), Aloha Tropic, Vitaforce, Sea N Sand, and Argan Oil. The company serves individual consumers in the Netherlands and broader EU market through direct e-commerce checkout with Mollie Payments and Afterpay payment options.

Product overview

Dutch Beauty House is an online e-commerce retailer of premium natural skincare and beauty products. The company operates a multi-brand portfolio distributed across six main sub-brands: Herbolive (olive oil-based skincare with face, body, hair, hand, foot, and soap products), Fresh Secrets (exotic ingredient products featuring donkey milk, cannabis oil, coconut oil, and charcoal), Aloe Natura (aloe vera-based skincare), Aloha Tropic (sun care and tanning products), Vitaforce (horse milk-based skincare and wellness), and Argan Oil (argan oil-enriched products). The company positions itself as offering 'premium skincare made simple, affordable, honestly suited for you' with products formulated using natural plant extracts, olive oil bases, and therapeutic botanicals. All products are sold through the Dutch Beauty House e-commerce platform with categories spanning face, body, hands, hair, mouth, lips, feet, soaps, and sun care.

Differentiator

Problem solved

Functional benefit

Brands

• Herbolive: Skincare brand featuring olive oil-based products including face creams, body butter, soaps, and hair care. Makes use of medicinal plant extracts and herbal preparations.
• Fresh Secrets
• Aloe Natura
• Aloha Tropic
• Vitaforce
• Sea N Sand
• Argan Oil

Products and services

• Herbolive Olive oil-based skincare and beauty product line sold to individual consumers through the Dutch Beauty House online store.
• Fresh Secrets Skincare/beauty product line offered by Dutch Beauty House under the Fresh Secrets brand.
• Aloe Natura Aloe vera-based skincare and beauty product line retailed by Dutch Beauty House.
• Aloha Tropic Tropical-themed skincare and beauty product line offered by Dutch Beauty House.
• Vitaforce Skincare/beauty product line offered by Dutch Beauty House under the Vitaforce brand.
• Sea N Sand Skincare/beauty product line offered by Dutch Beauty House under the Sea N Sand brand.
• Argan Oil Argan oil-based skincare and beauty products retailed by Dutch Beauty House.

Quantifiable outcome

• 9.3 out of 10 customer rating based on 405 reviews

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Mollie PaymentscoreTechnology or IntegrationMollie provides payment processing services for Dutch Beauty House e-commerce transactions. Mollie is a Dutch payment service provider enabling various payment methods for online purchases.
• AfterpaycoreTechnology or IntegrationAfterpay provides buy-now-pay-later services, allowing customers to pay in installments. Integrated as payment option on Dutch Beauty House checkout.
• WebwinkelKeurcoreGTM or Marketing PartnerWebwinkelKeur manages independent customer reviews for Dutch Beauty House. Platform publishes verified reviews with customer names, provides dispute resolution services, and offers a trust badge displaying their 9.3/10 rating from 405 reviews.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Douglas: Europe's largest perfumery and beauty retail chain with a strong Dutch online and physical footprint spanning premium skincare, fragrance, and cosmetics. Broad incumbent competitor overlapping Dutch Beauty House's category from a much larger scale.
• Sephora: Global multi-brand beauty retailer with a Dutch e-commerce site and physical stores, covering skincare, makeup, fragrance, and haircare. Broad incumbent that competes for the same B2C beauty shopper Dutch Beauty House targets.

Direct peers

• Notino: One of Europe's largest online beauty retailers, selling skincare, haircare, fragrances, and cosmetics across multiple European markets via a pure-play e-commerce model. Directly comparable to Dutch Beauty House on DTC e-commerce positioning and multi-country shipping.
• Yves Rocher: French botanical beauty brand and retailer selling plant-based skincare, body care, and fragrance through DTC e-commerce and retail. Directly comparable on the natural/botanical ingredient narrative Dutch Beauty House leans into.
• Holland & Barrett: Specialist retailer of natural health, wellness, and natural beauty products with a Dutch e-commerce presence. Comparable on the natural-ingredient positioning that anchors Dutch Beauty House's own-brand portfolio.
• Lookfantastic: European online beauty retailer carrying skincare, haircare, fragrance, and wellness brands with multi-market shipping. Direct peer on the pure-play online beauty retail model serving cross-border European customers.
• The Body Shop: Iconic natural-ingredient beauty retailer with a Dutch storefront and global e-commerce, offering body care, skincare, and hair care. Comparable on the ethically and naturally positioned beauty retail model.
• Lush: Global natural and handmade cosmetics retailer selling fresh skincare, body care, and bath products with strong e-commerce. Comparable on the natural-ingredient, often plant-based positioning central to Dutch Beauty House's Herbolive and Fresh Secrets lines.
• ICI Paris XL: Leading Dutch and Belgian beauty retailer with a strong online store plus physical shops, offering a wide assortment of skincare, makeup, and fragrance brands. Most direct geographic peer to Dutch Beauty House within the Netherlands.

Emerging players

• Dr. Hauschka: Natural and biodynamic skincare brand with a Dutch e-commerce channel, focusing on plant-based face care, body care, and holistic beauty. Comparable on the natural-ingredient positioning, though narrower in product breadth and price tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/dutchbeautyhouse
• Instagraminstagram.com/dutchbeautyhouse

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Dutch Beauty House