Kruidvat was founded in 1975 by the de Rijcke family. Who in the Netherlands does not know Kruidvat? Millions of customers shop at Kruidvat every week. Kruidvat is a leader in the health and beauty market in the Netherlands and Belgium. Adhering to the motto of "Always Surprising, Always Affordable," they offer affordable, diverse, high-quality health, beauty, and baby products. Among them, Kruidvat produces many of its own brand products, which are of high quality, affordable and cost-effective.