What YouWish does

YouWish is a Netherlands-based private e-commerce retailer, founded in 2012 and headquartered in Almere, operating as a one-stop online shop for DIY soap making, candle making, and natural cosmetics supplies. The company sells a broad SKU range including fragrance oils, essential oils, oils and butters, melt-and-pour soap bases, mica powders, natural dyes, multiple candle waxes (soy, beeswax, coconut, rapeseed, paraffin, sunflower), wicks, candle dyes, dried botanicals, extracts, scrubs, salts, and accessories such as molds and centering aids. It also bundles starter kits, in-person workshops, and educational content (tutorials, recipes, lye calculators). The storefront is built on WordPress with WooCommerce and supports six languages — Dutch, English, French, German, Italian, and Spanish — enabling cross-border direct-to-consumer shipping globally, with the company stating 95% of orders ship within three business days.

The company monetizes through multiple streams: retail one-time product sales to hobbyists (primary), wholesale and bulk sales to professional buyers, professional services including CPSR/PIF safety assessments, microbiological and stability testing, UFI/PCN notifications and MSDS documentation for cosmetic and soap manufacturers, and an affiliate referral program. Pricing is unit-based with volume tiers (e.g., cocoa butter €15 to €649.95 across 250g to 25kg). Customer segments span DIY hobbyists (soap, candle, cosmetics), wholesale buyers, and professional cosmetic/soap manufacturers requiring regulatory compliance — a horizontal segmentation approach. Go-to-market relies on content marketing (extensive blog/tutorials), organic social (Pinterest, Instagram, Facebook, TikTok), email newsletters, and an affiliate partner program.

Underlying technology is conventional WordPress/WooCommerce with multilingual CMS support; no proprietary technology, patents, AI/ML features, apps, or APIs are disclosed. The company holds no parent, no subsidiaries, no disclosed funding, and no external investors in the source data. Operations are lean at 1–10 employees. No M&A, leadership changes, funding events, or regulatory actions are evidenced; strategic momentum appears confined to incremental product expansion within existing categories and continued multilingual/European reach rather than platform-level innovation.

Name

YouWish

Legal name

YouWish

Website

https://youwish.nl

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

YouWish is a Netherlands-based e-commerce retailer selling DIY soap, candle, and cosmetics crafting supplies to hobbyists and professional manufacturers across six European-language markets, with bundled regulatory compliance services.

Ownership category

akta.pro rank

Headquarters

HQ city

Almere

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Product Sales: One-time product sales of soap making, candle making, and cosmetics crafting supplies to hobbyists and professionals through online storefront
2. Wholesale/Bulk Sales: Bulk purchasing options for businesses and frequent makers, offering discounted pricing on larger quantities of raw materials and supplies
3. Professional Services: Laboratory testing, safety assessments (CPSR/PIF), UFI/PCN notifications, and MSDS documentation services for cosmetic and soap manufacturers
4. Affiliate Program: Referral-based affiliate marketing program generating revenue through partner referrals

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

YouWish sells raw materials, ingredients, molds, tools, and starter kits for DIY soap making, candle making, bath bomb crafting, and natural cosmetics production through a multilingual online storefront (Dutch, English, French, German, Italian, Spanish). The company also provides professional laboratory safety and regulatory services including CPSR/PIF safety assessments, microbiological and stability testing, UFI/PCN poison-center notifications, MSDS creation, and runs in-person workshops.

Product overview

YouWish is an online DIY crafting supplier (Online Zeepwinkel Kaarsenwinkel) offering a comprehensive platform for handmade soap, candle, and cosmetics making. The product portfolio centers on craft supplies including fragrance oils, essential oils, oils and butters (such as cocoa butter), melt and pour soap bases, mica powders, natural dyes, candle waxes (beeswax, soy, coconut, rapeseed, paraffin, sunflower), candle wicks, candle dyes, wax pens, dried flowers, herbs, extracts, scrubs and salts. The platform operates on a multi-language e-commerce architecture supporting Dutch, English, French, German, Italian, and Spanish. YouWish also provides complementary services including professional laboratory testing (CPSR, PIF, stability tests, microbiological tests, heavy metal tests), safety assessments, UFI/PCN compliance services, MSDS creation, educational workshops, recipe resources, lye calculators, and wholesale programs for businesses. The company markets directly to hobbyists and professional crafters through its e-commerce platform, emphasizing product quality, global shipping, cruelty-free values, and regulatory compliance for cosmetic products.

Differentiator

Problem solved

Functional benefit

Products and services

• Geurolie (Fragrance Oils) Rich fragrances with long-lasting aroma for soap, candles, bath fizz, body care, and home perfumes, including designer-inspire dupe collections for Bath and Body Works, Yankee Candle, and Lush. Sold to DIY hobbyists and professional crafters.
• Etherische Olie (Essential Oils) 100% pure plant-based essential oils used in aromatherapy, wellness, skincare, and DIY cosmetics such as cold-process soap, melt and pour soap, candles, and diffusers.
• Oliën & Boters (Oils & Butters) Nourishing natural oils and butters (including organic deodorized cocoa butter) used as base ingredients for handmade soap, body care, skincare lotions, and lip balms.
• Gietzeep (Melt & Pour Soap Base) Pre-made melt and pour soap bases enabling easy creative soap crafting at home without handling lye, used by hobbyists and product makers.
• Mica Kleuren (Mica Powder Colors) Expressive mica pigments used to add bold colors, depth, and shimmer to cold-process soap, melt and pour soap, bath bombs, candles, cosmetics, and resin art.
• Natuurlijke Kleurstoffen (Natural Dyes) Plant-based natural dyes used to color handmade soap, bath products, and cosmetics for makers preferring natural ingredients.
• Kaarsen Was (Candle Wax) Selected candle waxes including beeswax, soy, coconut, rapeseed, paraffin, and sunflower waxes for clean-burning, balanced-melt container candles, pillar candles, wax melts, and tealights.
• Kaarsen Lonten (Candle Wicks) Candle wicks for container and pillar candles delivering stable, radiant flame performance from first light to last glow.
• Kaarsen Kleurstof (Candle Dye) Oil-soluble candle dye flakes, drops, and colorants for vivid candle colors from subtle shades to bold statements across paraffin, palm, and soy waxes.
• Bloemen & Kruiden (Flowers & Herbs) Dried flowers and herbs selected to add texture and natural appearance to handmade soap, bath bombs, and cosmetic products.
• Extracten (Extracts) Natural plant-based extracts used by crafters to enrich self-developed cosmetic, soap, and skincare recipes with botanical functionality.
• Scrubs & Zout (Scrubs & Salt) Natural scrubs and bath salts for exfoliation, recovery, and adding texture to skincare and bath product formulations.
• Kaarsen Maken (Candle Making Supplies) Full-spectrum candle-making supplies including waxes, wicks, dyes, molds, fragrances, and wax melts for hobbyists and manufacturers.
• Zeep Maken (Soap Making Supplies) Complete soap making supplies including cold-process soap ingredients, melt and pour soap bases, bath bomb making supplies, liquid soap and shampoo bases, soap molds, and packaging materials.
• Cosmetica Maken (Cosmetic Making Supplies) DIY cosmetic ingredients and bases for making lotions, lip balms, mascara, and perfumes, including emulsifiers, preservatives, and cosmetic glitter.
• Veiligheidsbeoordeling (Safety Assessment Services) Professional laboratory testing and safety assessment services for cosmetic and soap manufacturers including CPSR, Product Information File (PIF), stability tests, microbiological tests, and heavy metal tests.
• PCN & UFI Notification Services UFI (Unique Formula Identifier) code creation and PCN (Poison Center Notification) reporting services for hazardous mixture compliance for cosmetic and chemical mixtures.
• MSDS Services Material Safety Data Sheet (SDS/MSDS) authoring services for safety and regulatory documentation of cosmetic, candle, and chemical products.
• Workshops In-person educational workshops covering soap making, candle making, and DIY crafting techniques.
• Starter Pakketten (Starter Kits) Pre-assembled beginner kits bundling ingredients and tools, including Cold Process Soap Kit, Diffuser Kit, Candle Kits, Wax Melt Kit, and Bath Bomb Kit.
• Groothandel (Wholesale Supply) Wholesale supply of soap ingredients, cosmetic raw materials, and candle-making materials in bulk quantities at wholesale pricing for businesses and bulk buyers.
• Leer & Maak (Learn & Make Resources) Free online educational resources for DIY crafters including a lye calculator, recipes, tutorials, tips & tricks blog, and beginner guides for soap making, candle making, and cosmetics formulation.

Quantifiable outcome

• 95% of orders shipped within 3 business days
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wholesale Supplies Plus: Online retailer specializing in soap, candle, and bath & body making supplies with both retail and wholesale channels — nearly identical product taxonomy and customer base as YouWish.
• CandleScience: Leading US-based candle making supplies retailer with strong educational content and wholesale program; comparable candle wax, wick, and dye assortment to YouWish's candle vertical.
• Nature's Garden: US-based supplier of soap, candle, and cosmetic ingredients including fragrance oils, essential oils, and dyes — directly overlapping assortment and target audience.
• Rustic Escentuals: Online retailer of candle and soap making supplies with educational tutorials, fragrance oils, and waxes — comparable niche DIY craft supply model.
• TKB Trading: Supplier of cosmetic raw materials including micas, pigments, dyes, and bases for DIY soap and cosmetics — comparable ingredient catalog for craft formulators.
• Bramble Berry: US-based founder-led retailer of DIY soap and cosmetic making supplies with strong educational content library and wholesale tier — directly comparable assortment, GTM, and community-driven model to YouWish.
• New Directions Aromatics: Global supplier of essential oils, carrier oils, cosmetic raw materials, and aromatherapy supplies — comparable ingredients assortment serving DIY makers and small brands.
• From Nature With Love: Online supplier of natural cosmetic and soap making ingredients including oils, butters, essential oils, and clays — overlapping raw materials portfolio for DIY formulators.

Broad incumbents

• Dr. Bronner's: Iconic natural soap brand that also sells ingredients, formulations guidance, and DIY resources — adjacent incumbent in the natural soap making space with brand authority.
• Stephenson Personal Care: UK-based manufacturer of melt-and-pour soap bases and personal care ingredients supplying both retailers (like YouWish) and brands — broader incumbent in the same supply chain.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/youwish.craft
• Instagraminstagram.com/youwish.craft
• Pinterestpinterest.com/youwishcraft
• TikToktiktok.com/@youwishcraft

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 YouWish