What started as a simple hobby, inspired by a vegan challenge and a desire for natural, transparent beauty products, turned into a thriving business. The Lekker Company, known for its playful branding and commitment to sustainability, has grown into a prominent name in the Dutch cosmetics industry. This is the story of how Dewi, the solo founder, transitioned from an accidental project to running a successful brand available in major retailers like Albert Heijn and Etos, and on B2B marketplaces like Orderchamp. Keep reading to learn more about the challenges she faced and The Lekker Company’s business strategy that brought them success.
The Lekker Company started as Dewi’s passion project, born out of frustration with the complex and often unclear terminology on cosmetic labels. For consumers, many skincare products are difficult to understand, yet our skin absorbs much of what we apply. It’s like food—you’d want to know exactly what’s going into your body, so why not know the same about what goes on your skin?
With a mission to create “practically edible cosmetics,” Dewi launched The Lekker Company (formerly known as lekkerineenpotje), focusing on natural skincare that’s simple, clear, and effective. The brand
The Lekker Company’s approach to skincare is refreshingly straightforward: keep your skin healthy and happy with natural, nutrient-packed ingredients. Every product is carefully formulated to be both effective and environmentally conscious, making honest skincare a reality. Their commitment to transparency and sustainability is at the heart of their brand.
Dewi’s hobby of creating natural cosmetics was born out of a desire to know exactly what was in the products she was using. She realized that many personal care products, like deodorants and shampoos, contained animal by-products, which didn’t align with her vegetarian values. This realization sparked a passion to create a product line that was not only vegan and natural but also sustainable.
What began as a personal project quickly turned into a business when Dewi decided to share her products with others. She started small, selling on platforms like Etsy, running a booth at a local market in Utrecht, and going by little local shops to sell her products to them. Over the next few years, her hobby gradually evolved into a fully-fledged business. The turning point came when Dewi participated in a pitch competition for Albert Heijn, the biggest Dutch supermarket chain in the Netherlands. With few sustainable or vegan options available in supermarkets at the time, her products stood out. Despite not even having a barcode, Dewi’s brand won second place, and Albert Heijn became one of her first major retail partners.
If pitching to Albert Heijn wasn’t nerve-wracking enough, winning second place in the competition meant Dewi was suddenly faced with the reality of scaling up her business. She had to move from producing in her home to a real factory, which required securing capital. Dewi mentioned, “I brought on an investor to pay for the first batch, and then there was nothing left - everything was gone. I hadn’t even considered marketing!”
The challenges of scaling didn’t stop there. From navigating production logistics to managing marketing and distribution, Dewi was on a steep learning curve. Despite these hurdles, she remained focused on her vision, got help from a mentor, and trusted her instincts.
Dewi presenting at TedX
Though the process was overwhelming, Dewi’s perseverance and will to tackle challenges head-on, allowed her to continue building a brand that resonated with her customers.
What began as an unexpected win with Albert Heijn quickly turned into a strategic opportunity for Dewi. Instead of shying away from the newfound attention, she leaned into it, focusing on the opportunities this brought. While networking wasn’t her favorite thing to do, Dewi pushed herself to put her brand out there. This led to new B2B partnerships, like the one with Holland & Barrett, expanding her reach even further. Before long, The Lekker Company’s products were available in stores across the Netherlands. This success was the result of a combination of dedication, a well thought-out strategy, and a lot of luck.
Product assortment
The Lekker Company’s product range is a refined selection, chosen with purpose. Core products, like deodorants and lip balms, are the foundation, but they constantly listen to customer feedback and expand thoughtfully. For example, after numerous customer requests, The Lekker Company introduced their first deodorant stick to complement their traditional deo pots. This careful, deliberate approach allows them to excel in the products they offer, ensuring they meet real customer needs rather than just following trends.
Un-serious branding for serious business
The Lekker Company’s branding is fun, vibrant, and unapologetically playful. Dewi believes that this light-hearted approach is the perfect counterbalance to the seriousness of the sustainability movement. While their products are meant to be approachable and enjoyable, their commitment to quality and sustainability remains unwavering.
Big retail to small retail
In terms of business strategy, The Lekker Company strikes a balance between working with large retail partners like Albert Heijn and focusing on the small independent retailers that have become a key part of their growth. While big retailers helped establish the brand and gain initial traction, Dewi and her team see a very good fit with small, eco-friendly shops where her products can really shine and tell a story. These independent retailers, where personal relationships and values align, are where The Lekker Company sees long-term growth. This shift aligns with their collaboration with Orderchamp, a platform that helps them connect with these smaller retailers and expand their reach even further.
When it came time for The Lekker Company to expand their reach into the B2B market, Dewi and her team found Orderchamp to be the ideal platform. They needed a solution that was not only easy to use and cost-effective but also gave them access to a wide network of independent retailers. Dewi had considered other B2B platforms, but found the setup costs to be too high and complex. In contrast, Orderchamp offered a more accessible entry point with a user-friendly interface, allowing The Lekker Company to focus on creating great products instead of dealing with costly and complicated tech setups.
The Lekker Company's storefront on the Orderchamp marketplace
One of the key reasons The Lekker Company chose Orderchamp was its ability to help them connect with independent retailers who shared their values. The platform gave them the visibility they needed to introduce their products to new markets, including international retailers in countries like Romania and Estonia—markets they hadn’t initially considered. Orderchamp’s ability to host their storefront in multiple languages made it easier for The Lekker Company to engage with retailers across borders. In the meantime, Orderchamp’s intuitive backoffice allowed them to manage their product assortment and communication seamlessly, enabling them to scale their B2B operations efficiently without a large time or financial investment.
Benefits of the partnership
The Lekker Company’s experience with Orderchamp has been instrumental in their growth, providing several key advantages:
Thanks to its user-friendly interface, cost-effective setup, and strong support, Orderchamp has become The Lekker Company’s go-to platform for all their B2B sales. They now refer all their retailers to Orderchamp, confident that it offers the right tools and connections to continue growing their brand. With access to new markets and a community of like-minded retailers, Orderchamp’s marketplace has played a crucial role in the company’s success and expansion.
The Lekker Company’s growth is a testament to the power of passion, perseverance, and seizing opportunities when they arise. Dewi’s journey from a hobbyist to a successful entrepreneur showcases the importance of staying true to your values and embracing challenges as stepping stones.
For other solo-entrepreneurs, Dewi’s advice is simple: “If something feels scary, just go for it.” She also encourages others to make the most of available tools, recommending Orderchamp as a cost-effective, easy-to-use platform that’s helped The Lekker Company expand into international markets.
Dewi’s success story highlights the importance of trusting your gut, maintaining a clear focus on your product, and never hesitating to take that next step—even when it feels intimidating. With the right platform, like Orderchamp, businesses can scale efficiently and reach the right partners to grow sustainably.