Our Story

Our story

At Nature Bar we believe that true beauty comes from living in harmony with nature. That is why we make 100% natural personal care products that are good for you and the planet.

Our story

During a trip abroad, I (Marlies van Heusden) ended up using an artisan soap bar by chance. My shower gel had run out and I needed something fast. The only thing available was a block of handmade soap. I assumed it would dry my skin out terribly. Nothing could have been further from the truth. Natural soap cleanses gently and actually nourishes your skin.

I still remember how surprised I was that a soap bar could feel so good on my skin and be so much easier to take travelling. I then started turning over my shower gel and shampoo bottles to analyse the ingredients. Did you know that most liquid shower gel and shampoo is 80% water?! The remaining 20% is often heavily processed synthetic ingredients. While it can just as easily be completely natural.

2019 — The idea
The cosmetics industry is one of the most polluting in the world and it could do with a clean-up. After a great deal of testing in my own kitchen, Nature Bar begins to take shape.

2020 — Development
Through a growth programme run by the City of Amsterdam, I am offered an anti-squat space on the Wallen. The beautiful building on the Oudezijdse Voorburgwal is the perfect location to test and certify all products thoroughly. First sales through the webshop and to retail partners become a reality.

2021 — Stronger together
During covid, Jaros' job as a manager in hospitality came to a standstill. He stepped in to help with soap production and fell in love with the process. He now manages all production.

2022 — Growth, growth, growth
Early 2022, Marieke Eyskoot, presenter of BinnensteBuiten, came to visit our soap studio. It was heartwarming to receive so many enthusiastic messages following the broadcast — and so many orders. In fact, the website was down for half a day due to the volume. In 2022 I was also nominated for the Smart Sustainable Award by Marie Claire, a great honour!

2023 — A tough year
The unexpected illness of my mother and a sharp rise in raw material prices made for a very challenging year. We closed the year with a beautiful new location on the Prins Hendrikkade, Amsterdam.

2024 — Opening of the soap studio in De Hallen Amsterdam
Nature Bar moved to a beautiful shop and workspace in De Hallen Amsterdam. This gives us the room to grow and to share knowledge during our soap making workshop.

2025 — Expanding the range
The physical soap shop is a wonderful source of inspiration for new products. We added shampoo bars, botanical boost serum and natural room diffusers to the range.

In de natuur bestaat geen afval. Dat principe inspireert ons elke dag.

We will never make anything that is bad for you or nature

That is not a slogan. It is the only rule against which every new Nature Bar product is tested. And it means making choices that most brands prefer to avoid.

No mineral oils. No microplastics. No silicones. No palm oil. No mica powders. And never false claims, even when it would be easier for marketing.

All Nature Bar products are 100% natural, vegan and cruelty-free. Handmade in our soap studio in De Hallen, Amsterdam. Rated 9.6 by over 925 customers.

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“Let’s raise the bar together! Your skin and the planet deserve it.”

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What sets us apart: transparency and 100% natural

Marlies van Heusden, founder Nature Bar

Marlies van Heusden studied Marketing & Communication and Information at the Amsterdam University of Applied Sciences. In 2020 she founded Nature Bar from a personal conviction: natural personal care should be the norm, not the exception.

Since then she has been formulating and producing handmade soap, shampoo bars and skincare. Now 6.5 years of hands-on experience as a cosmetics maker, where every batch starts with the same question: is every ingredient here necessary and good for the skin?

Marlies was nominated for the Duurzame Jonge 100 and the Smart Sustainable Sisley Award by Marie Claire. Nature Bar has appeared in BinnensteBuiten, Volkskrant Magazine, Parool, Marie Claire, LINDA, Libelle and Women's Health.

On Saturday mornings she teaches soap making workshops in the soap studio in De Hallen, Amsterdam.

Together we make the difference

We are open to collaborations, because we believe we can only make the cosmetics industry more sustainable together. Are you a retailer, wholesaler, entrepreneur or journalist with a shared mission? Get in touch with us.

Want to read more about what drives us? See our page on sustainability, read all about natural soap or discover the ingredients behind our products.