Naïf

Naïf

When Sjoerd Trompetter and Jochem Hes both became fathers in 2013, they noticed something: there were hardly any baby care products without harmful substances. ‘We wanted this for our children, but it simply didn’t exist yet,’ says Jochem. So they decided to make it themselves. That’s how Naïf came into being, a brand that has since become synonymous with honest, sustainable care for babies and now also for older children and adults.

From sixteen pallets to the shelves of Etos

Every big company started small. Their first care products were delivered to their office on sixteen pallets. ‘We had to sell them ourselves,’ laughs Sjoerd. ‘It was all or nothing.’ Their promise of skin-friendly products without any nasties caught on. By 2014, Naïf was already available in 500 Etos shops. This breakthrough gave the young company credibility and a solid foundation for growth.

More milestones soon followed: they were one of the first in the Netherlands to obtain B Corp certification, received an investment from Stichting DOEN to accelerate sustainable growth, and recently welcomed an experienced CEO to lead the next phase. Each moment represented a step forward in their mission to shake up the care industry.

Creating change through sustainable innovation

Naïf distinguishes itself with genuine product innovation. Their plant fibre baby wipes replace plastic, their sunscreen uses alternative filters that are better for the skin and the sea, and their latest hit – rice-based baby powder – replaces traditional talcum powder.

‘When talcum powder was suddenly banned, we already had an alternative ready,’ Sjoerd says proudly. ‘Within a few months, it was a bestseller. We never imagined it would take off so quickly.’

By continuously innovating at the intersection of health and sustainability, Naïf proves that responsible business practices do not have to come at the expense of success.

Impact through growth, step by step

Naïf now has around forty employees and a range of fifty products. The company remains true to its core values: gentle on the skin, kind to nature, and transparent about ingredients.

Naïf is growing steadily internationally. Belgium has been developing strongly since establishing its own sales organisation there, and the company has achieved its first successes in Germany: Naïf sunscreen is available at the DM drugstore chain. Nevertheless, it remains a challenge, because German retail is conservative and such a process is slow. ‘We prefer to build it well rather than quickly,’ says Jochem. ‘Every step must be sustainable. Literally and figuratively.’

A down-to-earth team with roots in The Hague

Naïf’s headquarters is located in Scheveningen, close to the sea. The founders call it a conscious choice. ‘We wanted to stay close to our lives, because we both live in The Hague. And now I never have to worry about my step goal again. We walk here to hold meetings or make phone calls in the dunes. That fits in with how we work: fresh, open, on the move.’

The team also embodies this culture. Many employees are young parents, precisely the target group for which Naïf was originally established. This allows the company to remain close to its consumers, despite its growth. They are still cost-conscious: ‘We consider every penny carefully,’ Jochem remarks. ‘That keeps you focused.’

Looking ahead to 2035: focus above all else

Naïf’s vision for the future is ambitious but realistic: ‘By 2035, Naïf will be the market leader in the Netherlands and Belgium. The company will have established a strong position in Germany, Austria and one or two other core markets. The focus will be on local teams, sustainable innovations and making the product segment more sustainable.’

‘We don’t want to be everywhere,’ emphasises Sjoerd. ‘We’d rather do really well in a few countries, with products that make a difference.’