What Jacob Hooy & Co. does

Jacob Hooy & Co. B.V. is a Dutch family-owned herbalist founded in 1743, currently in its seventh generation of Oldenboom family leadership under CEO Rik Oldenboom. The company supplies herbs, spices, teas, essential and perfume oils, food supplements, CBD products (capsules, oils, cosmetics), and an expanding line of branded cosmetics (Vitamine E, Vitamine C, Lavendel, Haarlemmerbruin sun care). Core technology is traditional botanical formulation, including proprietary recipes such as the Swedish Herbs blend and Haarlemmerbruin self-tanner, with no disclosed AI, API, or digital platform layer. The portfolio also extends into the pet category via the Healthy Dog supplements line launched in April 2026.

The business operates a hybrid go-to-market. Direct-to-consumer revenue is generated through the owned e-commerce site jacob-hooy.nl, the puurenkracht.nl consumer portal, and the historic retail store on Nieuwmarkt in Amsterdam that has operated since founding. Wholesale (groothandel) supplies herbs, spices, and natural ingredients to Dutch restaurants, bakeries, and food manufacturers. Internationally, the company distributes through T-mall, Kuaishou, and Douyin in China (supported by agent MAiNS International following the 2021 Shanghai IP Court trademark ruling), six Taiwanese retailers (yuyu boutique, Marais, MOMO, Etmall, citiesocial, Jinbo Selection), and PEEBA for other Asian markets.

Pricing is uniformly unit-based and pay-as-you-go across categories: tea bags €3-8, essential oils €4-24, supplements and cosmetics €8-25, with bulk litre formats (e.g., flaxseed oil 1L at €18.49) anchoring wholesale value. The product mix is actively rotating toward higher-margin branded cosmetics and pet supplements, evidenced by five-plus launches in 2025-2026. The firm remains privately held with no external funding, no parent company, and a single wholly-owned subsidiary (Puurenkracht.nl).

Name

Jacob Hooy & Co.

Legal name

Jacob Hooy & Co BV

Website

https://jacob-hooy.nl

Company type

Private

Founded year

1743

Operating status

Operating

Headcount range

11–50 employees

Short description

Jacob Hooy & Co. is a 280+ year-old Dutch family-owned herbalist supplying herbs, spices, teas, CBD products, cosmetics, and supplements to consumers, wholesalers, and Asian marketplace partners across the Netherlands, China, and Taiwan.

Ownership category

akta.pro rank

Product category

Herbal & Botanical Products

NAICS

Food (Health) Supplement Retailers (456191), Other Specialty Food Retailers (44529), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Pet and Pet Supplies Retailers (45991)

SIC

Medicinal Chemicals & Botanical Products (2833), Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Natural/Organic Bulk & Supplement Grocers (CRAHAMAF)

akta.pro secondary industries

Health Food & Supplement Stores (CRAHAEAC), CBD/Hemp Topicals & Beauty Retail (CRANAHAB), Pet Food & Treats Distribution (CRAOAKAA)

Keywords

• Herbal products
• Culinary spices
• Dietary supplements
• Natural cosmetics
• Essential oils

Headquarters

HQ city

Limmen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (B2C): Jacob Hooy generates revenue through direct-to-consumer sales of herbs, spices, teas, essential oils, cosmetics, CBD products, and food supplements via their e-commerce platform jacob-hooy.nl and their historic retail store in Amsterdam.
2. Wholesale/B2B Sales: As a traditional wholesaler (groothandel), Jacob Hooy supplies herbs, spices, and natural products to other businesses, retailers, and foodservice operators throughout the Netherlands and internationally.
3. International Distribution: Revenue from sales through Asian marketplace partners including T-mall, Kuaishou, Douyin (China), and various Taiwanese retailers, facilitated by agent MAiNS International.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels4 records

Core offering

Jacob Hooy & Co. B.V. supplies and retails a broad assortment of natural herbal and botanical products including culinary herbs and spices, herbal teas, food supplements, essential and perfume oils, CBD products, and natural cosmetics (skincare and sun care), as well as a pet supplement line. Products are sold directly to consumers through the jacob-hooy.nl e-commerce site, the historic retail store on Nieuwmarkt in Amsterdam, and a network of Asian marketplace storefronts, and are also distributed as a wholesaler (groothandel) to retailers and foodservice operators.

Product overview

Jacob Hooy & Co. is a Dutch family company founded in 1743, specializing in herbs, spices, and natural products. The company operates as a traditional herbalist with a diverse product portfolio organized into distinct product lines: CBD products (capsules, cosmetics, oils), cosmetics (including Haarlemmerbruin sun care, Vitamine E and C cosmetic lines, Lavendel cosmetics, and general skincare), essential and perfume oils, tea bags (herbal drinks and Rooibos), herbs and spices (bulk and pre-packaged), food supplements, and Healthy Dog pet supplements. The company also produces various liquids including alcohol, glycerine, and tinctures. Products are distributed through retail channels across the Netherlands, China, Taiwan, and other Asian markets.

Differentiator

Problem solved

Functional benefit

Products and services

• CBD Producten (CBD Products) CBD products including capsules (10mg, 15mg, 20mg & 50mg), cosmetics (creams and oils), and CBD oil (2.75%, 5% & 10%) marketed to adult consumers seeking natural wellness options.
• Cosmetica (Cosmetics) Cosmetic and skincare products including general care, face and body creams, facial care, lifting products, natural beauty cosmetics, and natural soap for personal skincare use.
• Vitamine C Cosmeticalijn (Vitamin C Cosmetic Line) Vitamin C skincare line including Dagcrème SPF30, Face Wash, Scrub, and Serum for skin revitalization, brightening, and protection.
• Vitamine E Cosmeticalijn (Vitamin E Cosmetic Line) Vitamin E skincare line including Concentraat 15%, Serum, Littekencrème, and Masker for skin barrier strengthening, antioxidant support, and scar recovery.
• Lavendel Cosmetica (Lavender Cosmetics) Lavender-based natural care cosmetics including Dag- & Nachtcrème, Overnight Masker, and Creamy Face Wash with calming and nourishing properties.
• Haarlemmerbruin (Sun Care & Self-Tanning Line) Traditional Dutch sun care and self-tanning product line including SPF30 spray, face cream, Shimmer Spray SPF30, and Zonder Zon self-tanner.
• Essentiële Olie (Essential Oils) Essential oils in various sizes and blends including Tea Tree, Lavender, Peppermint, Winter Wonder, Summer Session, Dream, Fresh Breeze, Fresh Energie, Lucky, Sleep Wel, and Frankincense for aromatherapy use.
• Parfum Olie (Perfume Oils) Perfume oils in pre-packaged consumer packaging.
• Theezakjes (Tea Bags) Tea bags including various herbal drinks, Rooibos varieties (Afslank, Detoxthee, Groene Thee, Nachtrust, Pu-Erh, Stoelgang, Rooibos Gember-Curcuma, etc.), and tea accessories in 20 and 50 piece packages.
• Kruiden en Specerijen (Herbs and Spices) Core culinary herbs and spices including Soepkruiden, Venkelzaad, Kaneel Ceylon, Matcha, Vanillepoeder and various spice mixes, offered in large/bulk packaging and pre-packaged consumer sizes.
• Voedingssupplementen (Food Supplements) Food supplements including Echinacea forte, Hooy korrels (granules), Hooy tabletten, IberiSan kruiden, Kleine Zweedse kruidenbitter (Swedish herbal bitter), and Zweedse kruiden (Swedish herbs) for immune, allergy, and digestive support.
• Healthy Dog (Pet Supplements) Natural care and nutrition supplements for dogs including Hip & Joint for joint mobility, Belly Support for digestion, Skin & Coat for healthy skin and shiny coat, Weightcare for weight management, and Relax Mix for calmness.
• Laurierdrop en Zoethout (Licorice & Laurel Drops) Traditional Dutch licorice and laurel drop confectionery products.
• Vloeistoffen Diversen (Various Liquids & Tinctures) Various liquids and tinctures including Alcohol 70% and 96%, Arnica tinctuur, Glycerine 99%, Lijnzaad oil (flaxseed oil), Rozenwater, Spiritus, Tinctuur Calendulae, Tinctuur Valeriaan, and Wonder olie (castor oil).
• Fitness Kruidendrank (Fitness Herbal Drink) Fitness herbal drink with guarana, hibiscus, and lemon balm, part of the herbal tea/drink line for active and health-conscious consumers.

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• MAiNS InternationalcoreChannel Partner/ Reseller/ Distributor · 26 February 2021MAiNS International serves as the official agent for Jacob Hooy & Co. BV in the Chinese market, facilitating the company's distribution and legal affairs in China following the trademark dispute resolution.
• T-mall GlobalcoreChannel Partner/ Reseller/ DistributorJacob Hooy operates an overseas flagship store on T-mall (jacobhooy.m.tmall.com), one of China's largest e-commerce platforms, serving Chinese consumers with authentic European herbal and cosmetic products.
• KuaishoucoreChannel Partner/ Reseller/ DistributorJacobHooy overseas flagship store on Kuaishou, a major Chinese short video and e-commerce platform, enabling direct consumer access in China through mobile-first shopping.
• Douyin/TikTok ChinacoreChannel Partner/ Reseller/ Distributor雅歌布海外旗舰店 (Jacob Hooy overseas flagship store) on Douyin, China's leading short video platform with e-commerce capabilities, reaching consumers through content-driven shopping.
• yuyu Boutique (Taiwan)minorChannel Partner/ Reseller/ DistributorTaiwanese retail partner operating the official yuyu boutique website selling Jacob Hooy products to Taiwanese consumers.
• 瑪黑家居 Marais (Taiwan)minorChannel Partner/ Reseller/ DistributorTaiwanese lifestyle retailer distributing Jacob Hooy products through their platform (storemarais.com).
• MOMO购物网 (Taiwan)minorChannel Partner/ Reseller/ DistributorMajor Taiwanese e-commerce platform offering Jacob Hooy products through their marketplace.
• 東森得易購 Etmall (Taiwan)minorChannel Partner/ Reseller/ DistributorLeading Taiwanese e-commerce retailer distributing Jacob Hooy natural health and beauty products.
• citiesocial (Taiwan)minorChannel Partner/ Reseller/ DistributorTaiwanese curated goods platform offering Jacob Hooy products to their customer base.
• 金博家選物網 (Taiwan)minorChannel Partner/ Reseller/ DistributorTaiwanese lifestyle selection platform distributing Jacob Hooy products.
• PEEBAminorChannel Partner/ Reseller/ DistributorDistribution partner serving other Asian markets outside China and Taiwan (www.peeba.com/jacob-hooy).

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• A. Vogel: Swiss/Dutch herbal supplement brand specialising in plant-based medicines and tinctures (e.g. A. Vogel Echinaforce). Closely comparable as a European herbal remedies and supplements brand with similar product formats and target customers.
• Rituals: Dutch-founded luxury body care and home wellness brand with extensive essential-oil and botanical product lines. Comparable as a Netherlands-based premium natural/wellness brand with overlapping categories (essential oils, aromatherapy, body care).
• Nature's Way: US-based herbal supplements and vitamins brand with broad portfolio in echinacea, herbal extracts, and botanical health products. Comparable as a heritage supplements brand with overlapping herb-based SKUs.
• Weleda: Swiss natural cosmetics and anthroposophic medicine company founded in 1921, with a heritage-driven brand selling herbal skincare, supplements, and natural remedies across DACH and global markets. Directly comparable in natural/botanical positioning and product mix (skincare, tinctures, herbal remedies).
• Holland & Barrett: UK-headquartered health food and natural supplements retailer with broad SKU coverage in herbs, vitamins, and natural beauty. Highly comparable as a multi-channel natural health retailer with overlapping product categories (herbal supplements, essential oils, skincare).
• Dr. Hauschka: German natural cosmetics brand selling herbal skincare, facial care, and body care formulated with botanical ingredients. Comparable in natural cosmetics positioning and skincare category overlap (Vitamine E/C lines, Lavendel, face creams).

Others

• HEMA: Dutch general merchandise retailer carrying overlapping everyday wellness and personal care items. Not a direct competitor but a relevant Dutch omnichannel retailer whose assortment and customer base partly overlap with Jacob Hooy's mass-market offerings.

Broad incumbents

• Lush: UK-headquartered global natural cosmetics and fresh handmade products retailer with broad botanical product portfolio. Overlaps in natural skincare, soaps, and aromatherapy but operates at a much larger scale with broader retail footprint.
• The Body Shop: Global natural-ethos beauty retailer with heritage positioning in plant-based skincare and bath products. Comparable in natural/botanical cosmetics and DTC-plus-retail model but is a significantly larger incumbent brand.

Regional players

• Annique Rooibos: South African Rooibos tea and wellness brand whose Rooibos tea bags Jacob Hooy distributes on its own e-commerce platform. Relevant as an upstream supplier/partner relationship and as a regional player in the same herbal tea category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/JacobHooy
• Facebookfacebook.com/jacobhooy1743

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Jacob Hooy & Co.