Bulthuis Group B.v.

What Bulthuis Group B.v. does

Bulthuis Group B.v. is a Zwolle, Netherlands-based private company that operates Haarspullen.nl, a Shopify-powered direct-to-consumer e-commerce platform selling professional and consumer hair care, skincare, makeup, body care, and beauty products from more than 600 brands including L'Oréal Professionnel, Schwarzkopf, Redken, Wella, K18, Olaplex, Goldwell, and GHD. The platform targets individual consumers across the Netherlands, Belgium, Germany, Denmark, Luxembourg, and Austria, offering next-day delivery for orders placed before 23:30, free shipping above €35, in-store pickup at a physical showroom, and a dedicated B2B portal (haarspullen-pro.nl) for professional salons.

The product offering centers on professional-grade hair treatments and styling products (e.g., K18 peptide-based molecular repair line, Redken Acidic Bonding Concentrate, Olaplex No.3–No.7 bonding system, Schwarzkopf OSiS+ styling), alongside skincare, color cosmetics, fragrance, and tools. Technology stack is a standard Shopify storefront with integrated customer accounts, a Haarpunten/Spaarspullen loyalty points program, multi-language and multi-currency support, and payment integrations including iDEAL, Visa, PayPal, and Billink (BNPL). Content marketing is delivered through a blog and active social profiles on Instagram, TikTok, Pinterest, and Facebook, supported by a 987,000+ subscriber newsletter.

The business model is transactional retail revenue from product sales across two channels: consumer DTC on haarspullen.nl and professional/B2B via haarspullen-pro.nl. Pricing is unit-based with products ranging from €4.95 (RefectoCil brow dye) to €175 (K18 Leave-In Mask), periodic promotions up to 70% off, and a free shipping threshold of €35. The company has 11–50 employees and reports no subsidiaries, no funding rounds, and no parent company in the available record.

Name

Bulthuis Group B.v.

Legal name

Bulthuis Group B.v.

Website

https://haarspullen.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Bulthuis Group B.v. operates Haarspullen.nl, a Dutch Shopify-based e-commerce platform selling professional and consumer hair, skincare, and beauty products from 600+ brands across the Netherlands and five other European markets, serving both individual consumers and professional salons.

Ownership category

akta.pro rank

Product category

Online Beauty and Hair Care Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Online beauty retail
• Hair care products
• Professional beauty supplies
• E-commerce platform
• Salon distribution portal

Headquarters

HQ city

Zwolle

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales - Consumer: Direct e-commerce sales of hair care, skincare, makeup, and beauty products to consumers. Transaction-based revenue from individual product purchases with varying price points ranging from under €5 to over €100 for premium items.
2. Professional/B2B Sales: Separate B2B portal (haarspullen-pro.nl) serving professional salons and hair care businesses with dedicated pricing and account registration.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Bulthuis Group B.v. operates Haarspullen.nl, a Dutch online beauty and personal care e-commerce platform that resells hair care, skincare, makeup, body care, and beauty tools from 600+ professional and consumer brands to consumers in the Netherlands and across Europe. Orders placed before 23:30 ship for next-day delivery with free shipping above €35. A separate professional salon portal (haarspullen-pro.nl) serves B2B customers with dedicated pricing and registration, while a physical store supports click-and-collect pickup.

Product overview

Bulthuis Group B.v. operates Haarspullen.nl, a Dutch online beauty and hair care e-commerce platform. The company sells professional hair care products, skincare, makeup, body care, and beauty products from over 200+ international brands including K18, Redken, Olaplex, RefectoCil, L'Oréal Professionnel, and Schwarzkopf. The product portfolio centers on professional-grade hair care with treatment lines like K18's peptide-based molecular repair system and Redken's acidic bonding concentrate technology. Key product lines include K18's patented Peptide™ repair technology (hair masks, shampoos, conditioners, oils, and heat protectants), Redken's protein-enriched professional formulas (Acidic Bonding, All Soft, Extreme, Frizz Dismiss, and Volume lines), Olaplex's bonding technology products (No.3-7 treatments, shampoos, conditioners), L'Oréal Professionnel Majirel permanent hair color, RefectoCil eyebrow/eyelash tint, and Schwarzkopf OSiS+ styling products. The platform offers same-day ordering with next-day delivery and free shipping from €35.

Differentiator

Problem solved

Functional benefit

Products and services

• Haarspullen.nl Online Beauty and Hair Care Store

Quantifiable outcome

• 9.3/10 average customer rating based on 14,519+ reviews

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• L'Oréal ProfessionnelcoreChannel Partner/ Reseller/ DistributorHaarspullen.nl is an authorized reseller of L'Oréal Professionnel products including Majirel hair color, Serie Expert, and Oxydant developers. Products featured prominently on the platform with dedicated brand pages.
• SchwarzkopfcoreChannel Partner/ Reseller/ DistributorMajor brand partner selling Schwarzkopf, OSiS+, BlondMe, and other Schwarzkopf Professional products. Featured brand with dedicated logo placement and promotional support on the platform.
• RedkencoreChannel Partner/ Reseller/ DistributorAuthorized Redken reseller offering the full Redken range including Acidic Bonding Concentrate, All Soft, Extreme, and styling products. Prominent brand placement with dedicated collection page.
• WellacoreChannel Partner/ Reseller/ DistributorReseller of Wella professional hair care products. Featured brand with logo placement and dedicated collection page.
• K18coreChannel Partner/ Reseller/ DistributorOfficial K18 reseller offering the complete K18 molecular repair range including Leave-In Mask, Detox Shampoo, and styling products. Featured as a top category with dedicated brand page.
• OlaplexcoreChannel Partner/ Reseller/ DistributorReseller of Olaplex bonding products including No.3, No.4, No.5, No.6, and No.7. Products prominently featured with detailed usage guides and video content.
• GoldwellcoreChannel Partner/ Reseller/ DistributorAuthorized Goldwell professional hair care reseller featuring color, styling, and treatment products. Featured brand with dedicated collection page.
• Trusted ShopsminorOthersThird-party review platform providing verified customer reviews. Displayed prominently showing 14,519+ reviews with company rating.
• BillinkminorOthersPost-payment/buy now pay later service enabling customers to pay after receiving products. Marketing message highlights safe and deferred payment option.
• GHD (Ghd)minorChannel Partner/ Reseller/ DistributorReseller of GHD professional hair styling tools including straighteners and hair dryers. Featured brand with dedicated collection page.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Parfumdreams: European online perfume and beauty retailer (formerly Parfumsclub) that markets to NL/BE/DE with broad multi-brand hair and skincare assortment. Overlapping product mix, pricing model and European shipping coverage.
• Kicks: Nordic multi-brand beauty retailer with strong Scandinavian footprint and e-commerce delivery. Operates a hybrid of physical stores and online that mirrors Haarspullen.nl's omnichannel strategy in Denmark and broader Northern Europe.
• Beauty Bay: UK-based online-only beauty retailer with a deep multi-brand hair and skincare assortment focused on trend and indie brands. Comparable D2C pure-play model targeting a similar hair/beauty enthusiast consumer base.
• Lookfantastic: The Hut Group-owned international beauty e-commerce site with a strong multi-brand hair/beauty assortment and pan-European shipping. Closest comparable on international pure-play hair/beauty breadth and customer profile.
• Flaconi: German D2C beauty and perfume e-tailer offering a deep multi-brand assortment with fast delivery to DACH/Benelux. Highly comparable online-only hair/beauty discounter model competing in overlapping geographies (DE, BE, NL).
• Notino: The largest pure-play online beauty retailer in Europe (originating in the Czech Republic) with multi-country localization and a comparably broad multi-brand hair/beauty assortment. Most directly comparable on business model, assortment breadth and cross-border reach.

Broad incumbents

• Sephora: Global multi-brand beauty retailer with a Dutch storefront and broad beauty assortment. Larger global incumbent with deeper marketing budget, premium in-store experience and brand-relations muscle.
• Amazon Netherlands: Generalist marketplace and broad incumbent that competes on selection, Prime delivery and price across beauty and haircare. Relevant mainly because it sets the floor on shipping speed and pricing pressure in the Dutch market.
• Douglas: Europe's largest specialty perfume and beauty chain (omnichannel, retail + online). Wider assortment and physical footprint make it a broader incumbent competing for the same Dutch consumer wallet with more breadth and capital.

Regional players

• bol.com: The Netherlands' dominant home marketplace with a sizable beauty and personal-care category. Overlaps with Haarspullen.nl on assortment and Dutch reach, but competes as a generalist marketplace rather than a beauty specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Haarspullen.nl
• Instagraminstagram.com/haarspullen.nl
• Pinterestnl.pinterest.com/haarspullen
• TikToktiktok.com/@haarspullen.nl

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 Bulthuis Group B.v.