Kruidvat Netherlands marks its 50th anniversary in 2025, celebrating half a century as the leading health and beauty retailer in the region. Rooted in its motto, “Always surprising, always affordable,” Kruidvat’s journey from a modest 85-square-metre shop to nearly 1,300 stores and over 28,000 employees in Kruidvat and Belgium is a testament to its innovation, inclusivity, and ongoing commitment to making healthy, beauty, and wellbeing accessible to everyone.
A Legacy of Innovation and Community
From its founding in 1975 as the first Dutch discount drugstore, Kruidvat set itself apart with affordable, high-quality own brand products and bold promotional campaigns. Iconic launches such as brown glass cosmetics, classical music CDs, and price-defying perfume offer reflect Kruidvat’s dedication to surprising and delighting customers. Over five decades, the assortment has grown to include everything from beauty to baby care, with pioneering moves like the “Natural & Affordable” shelf to promote sustainability.
Success has always followed the customer. To remain aligned with customer needs, Kruidvat has embarked on a digital transformation, offering a seamless O+O shopping experience. By providing online platforms and mobile apps, customers can access affordable health and beauty products 24/7. Leverage data-driven insights and on-the-ground expertise, the brand ensures it stays relevant and accessible, making every offline and online interaction convenient.
Social Purpose at the Heart
True to its role at the centre of society, Kruidvat champions accessibility and social inclusion by partnering with organisations like the Poverty Fund and Food Banks in both the Netherlands and Belgium. These initiatives address care poverty, supporting those in need of essential products the most. Through these partnerships, Kruidvat strives to ensure that everyone has access to necessary health and beauty items. This proactive approach not only meets immediate needs but also fosters empowerment, contributing to the development of a more inclusive community.
Celebrating the Golden Jubilee
This anniversary is marked by vibrant internal and external celebrations - from colleague-driven video campaigns and a magazine spotlighting Kruidvat, to a company-wide anniversary party and major customer promotions under the banner “Long live Kruidvat prices!”. These festivities honour the loyalty of customers, the passion of colleagues, and a legacy of 50 years that stands as the market’s most surprising, most affordable, and most trusted friend.
Kruidvat’s golden jubilee is not just a celebration of the past, but a springboard to a future where healthier, happier lives remains accessible to all.
I am incredibly proud of the thousands of colleagues who, day in and day out, ensure that Kruidvat is such a successful retailer and who, together, continue to pursue Kruidvat's mission - making health, beauty, and wellbeing accessible to everyone - for decades to come.
Ed van de Weerd,
CEO of Health & Beauty Continental Europe, and International Commercial Director of AS Watson
