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Building Better Brands, Naturally
From kitchen table to retail shelves: the Lekker Company’s bold journey What began as a simple DIY experiment at the kitchen table has grown into a standout brand on shelves across the Netherlands. The Lekker Company proves that a clear mission, bold decisions, and a great idea can drive real change in the world of natural care. Natural Cosmetics Holland is proud to be part of that journey.
The Lekker Company is growing, and AIZURU is helping shape the future
In 2014, Dewi van de Waeter combined coconut oil, baking soda, and essential oils in her kitchen, determined to leave behind traditional deodorants filled with aluminum and plastic. That homemade blend became the start of something much bigger: The Lekker Company.
Today, their vegan deodorants, lip balms, and soap bars are sold at Albert Heijn, Etos, and through a growing number of sustainable webshops. All products are 100% vegan, cruelty-free, microplastic-free, and packaged in plastic-free, recyclable materials.
The road to success was not without its bumps. From unsuccessful fairs to the challenges of scaling production and building retail partnerships, every step brought new insights. Dewi adapted, rebranded, from kraft-brown packaging to vibrant colors, from jars to convenient sticks - making the products not just effective, but fun to use.
At AIZURU, we are proud to support The Lekker Company with their production, because creating real impact takes more than just great ingredients, it takes strong partnerships.
Together, we are helping one of the most joyful and purpose-driven brands in natural care reach even greater heights.
