Kimberley Buurman
Get to know Naïf Natural Care, a Dutch brand. We talked to Anouk, Naïf's Sales Manager, about the brand and Orderchamp.
Introduction: building a conscious skincare brand in a growing B2B landscape
For brands in the personal care space, standing out today means more than just offering quality products. Transparency, sustainability, and strong storytelling have become essential to connect with both consumers and retailers. At the same time, scaling a B2B business requires the right tools to reach new markets while maintaining brand identity.
We spoke with the team behind Naïf to learn how they built a fast-growing skincare brand, how they approach product development, and how they use the Orderchamp platform to expand their reach across Europe.
How was Naïf founded?
“Naïf was founded by two Dutch friends, Jochem and Sjoerd, who, after becoming fathers, noticed that many baby care products contained chemical ingredients — not something you want to use on a baby’s delicate skin. This led them to create a brand with natural products and a thoughtful look & feel, designed to be the perfect gift for new parents.
What started as a niche has since grown into a much larger market, with consumers increasingly paying attention to ingredients, packaging, and fragrance.”
How did you come up with the name Naïf?
“When choosing a name, our founders explored several options, but Naïf quickly stood out. To them, everyone is born naïve — and as a consumer, you should be able to remain that way. You shouldn’t have to worry about what’s in a product; that responsibility lies with the brand.
At the same time, it should still deliver on experience — smelling, feeling, and looking good.”
What makes Naïf really different from other skincare brands?
“We only use natural ingredients instead of chemical ones. For example, we only use natural oils such as avocado or cotton seed oil. In addition, we look very closely at sustainability; we take good care of the skin, but also of the planet. We have therefore chosen to only work with bio-plastic for our packaging. We also only produce in the Netherlands, so that we can keep our footprint low. You can imagine that it is much higher if you have to ship everything to China and back.”
What are your bestsellers on Orderchamp?
“On Orderchamp our mini set is selling very well because it is a nice gift to give and at a good price. This is a very accessible way to give Naïf a try. We are also doing particularly well in the Baby & Kids category. Our adult products are also doing better on the platform. Face cream and shower foam are our bestsellers in that category.”
Naïf Newborn Essentials
How often do you change the collection?
“We do this very gradually; we don't have a new launch every quarter and we don't follow fashion trends. We look very closely at what the market needs and where the customer's needs lie. For example, in winter you can think of a greasy cream for dry skin. Before the summer, we will be launching our new sun collection exclusively on Orderchamp during the Digital Fair. View the collection here.”
Can you tell us more about your new sun collection?
“Certainly, our sunscreen creams and lotions are made of minerals and do not contain a chemical filter but zinc. In the US and Australia, this is a huge market and has already been laid down in their laws and regulations. We think this fits in well with the conscious consumer in Europe, which is why we work without micro-plastics and chemical filters. With this we take our responsibility as a brand and contribute to a healthier planet.”
Why did you choose Orderchamp?
“Naïf was one of the first brands on the platform. We think independent boutiques fit our brand very well, so there was an immediate match here with Orderchamp. The platform helps us to get in touch with new retailers and we think it's a nice, efficient platform. It helps us to grow within independent retail.”
What do you like about working with Orderchamp?
"I really like the platform. Before, we had our own B2B platform, but it was not nearly as attractive. Here, for example, we couldn't put nice visuals on it and couldn't add descriptions. Orderchamp really allows us to tell our story and upload nice pictures. The technology is also very good. We work a lot with the Analytics feature to discover who our customers are and where we can make even more profit."
Have your sales increased since being on Orderchamp?
"Yes, we have always had a strong focus on the Netherlands, but with the help of Orderchamp we are exploring more and more new markets. Our focus is now on the DACH region and later we will add the Nordics. Our style is quite minimalist and that fits well with Scandinavian design."
What kind of retailers mainly buy from you?
"This is very diverse. We still see a lot of Kids & Baby boutiques buying from us, but also a lot of concept stores, beauty spas and a new emerging group: baby spas."
How are the retailers - invited by you - responding to Orderchamp?
"Very different. Some already knew the platform; they found it very easy that they could also order Naïf through Orderchamp. People who didn't know the platform yet also found it very nice and easy to use. There were a few retailers among them who were a bit wary of losing personal contact. By communicating openly that we are still the ones handling the orders and answering the questions, it wasn't a problem in the end."
Do you have any tips for other brands?
"For us, it was really nice that retailers, who were new to the platform, were given handy vouchers to try purchasing through Orderchamp. I also find the events like Unveils and the Digital Fair very valuable. The discounts give retailers a little more room in their margins."
Conclusion: scaling with the right tools while staying true to your brand
Naïf’s journey shows how a strong product vision combined with the right digital tools can support sustainable B2B growth. By focusing on transparency, quality, and conscious production, the brand has built a solid foundation that resonates with both consumers and retailers.
At the same time, using Orderchamp has enabled Naïf to expand beyond their home market, connect with a wide variety of retailers, and present their brand in a visually compelling way. From discovering new customer segments to entering international markets, the platform supports their growth while keeping their brand story intact.
Thank you for your trust, Naïf — we look forward to supporting your continued growth across Europe.
Find Naïf here:
