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Our story
Who we are
AIZURU develops and produces high‑quality natural cosmetics for brands and retailers. As a full‑service private label production partner, we support our clients from concept to finished product. We do this with in‑house NPD, R&D, a dedicated laboratory and our own production facilities in the Netherlands. Our work brings together formulation, design, packaging sourcing, testing, compliance, manufacturing and scaling. This ensures quality and consistency at every stage.
Our roots lie in years of expertise within natural home and personal care. This began with the launch of our own brand We Love The Planet in 2016, followed by the founding of Natural Cosmetics Holland in 2018, focused on natural solid cosmetics. AIZURU Natural Home & Personal Care was established in 2023, bringing our capabilities together in one full‑service platform. In 2024, the acquisition of Girasol strengthened our expertise in natural liquid home and personal care products. Together, these operations form an integrated platform for both solid and liquid formulations, supported by modern technology and certified quality systems.
We create natural cosmetics that are effective, innovative and future‑proof. Our team works across body care, skin care, hair care, sun care and home care. We use high‑quality natural actives, fragrances, modern formulation techniques and a wide range of sustainable packaging solutions. Brands can choose from white label ready‑to‑market formulas, grey label adaptations, contract manufacturing or fully custom private label developments tailored to their positioning, timelines and ambitions.
Sustainability is at the core of everything we do. This includes responsible ingredient choices, eco‑friendly packaging formats, certified processes and transparent production. Because we manage development and manufacturing under one roof, we offer partners reliability, speed and full traceability. This helps them bring natural designer cosmetics to market with confidence.
At AIZURU, we bring formulation expertise, innovation and natural solutions together to create products that are ready to carry the identity of every brand or retailer we work with.
INSPIRED BY THE PHILOSOPHY OF THE BLUE ZONES
At AIZURU, we are inspired by the philosophy of the Blue Zones. These regions are known for longevity, wellbeing and a natural, balanced way of living. They reflect a lifestyle where simplicity, connection and harmony with nature guide daily life. This perspective shapes how we approach product development and wellbeing as a whole.
We translate the character and atmosphere of these regions into thoughtfully selected fragrances and natural actives. These elements bring depth and calm to our formulations and create a more holistic experience of everyday care.
The values behind the Blue Zones are embedded in everything we do. We work with natural ingredients, eco‑friendly packaging and low‑impact production to create responsible products. Our approach is guided by holistic care and supported by community‑driven practices. All our choices are made with respect for people and planet and contribute to the wellbeing of both body and mind.
Mission & Vision
OUR MISSION:
We aim to make the cosmetics industry more sustainable. This requires a transformation that puts sustainability and naturalness at the heart of our entire production process. Good for the planet, and good for people.
OUR VISION:
A sustainable world where people live in harmony with nature. We strive to be a driving force in the production of natural and sustainable cosmetic products. As a full-service private label production partner, we empower brands to lead the transition towards innovative, high-quality natural and sustainable cosmetic solutions.