Top 10 Best Cosmetics Brands in South Holland

The Cosmetics Market in South Holland

Beauty in the Netherlands is often described as natural and effortless. Dutch consumers tend to favour healthy skin, practical routines and products that offer genuine value. In South Holland, this approach is reflected in the popularity of affordable drugstore brands, a growing interest in clean and sustainable beauty, and strong demand for premium skincare among professionals in The Hague and Rotterdam.

The province offers countless places to shop, from department store beauty halls to local drugstores in every neighbourhood. Below are ten of the best cosmetics brands and beauty retailers for South Holland shoppers.

1. Rituals

Rituals is one of the most successful Dutch beauty brands in the world. Inspired by Eastern traditions, it offers body care, skincare, home fragrance and cosmetics with a focus on turning daily routines into meaningful moments. Its beautifully designed stores and gift sets make it a top choice for presents and self-care.

2. Dr. Van der Hoog

Dr. Van der Hoog is a Dutch skincare brand developed with a focus on effective, dermatologically inspired formulas at affordable prices. Its serums, creams and cleansers target concerns such as hydration, ageing and blemishes. It is widely available in drugstores and has built a loyal following.

3. Andrélon

Andrélon is a long-standing Dutch haircare brand offering shampoos, conditioners and styling products. Its accessible pricing and targeted ranges for different hair types make it a staple in many South Holland bathrooms.

4. HEMA Beauty

HEMA's own beauty range is known for simple, effective and affordable products, from makeup and skincare to bath products. Its minimalist packaging and strong value have made it a favourite, particularly among students and young shoppers.

5. Etos

Etos is a leading Dutch drugstore chain with its own-brand cosmetics, skincare and personal care products. It also stocks many popular international brands. Its beauty advice, loyalty programme and neighbourhood stores make it a convenient destination for everyday beauty needs.

6. Kruidvat

Kruidvat is one of the largest drugstore chains in the Netherlands, known for frequent promotions and a vast range of cosmetics, skincare and haircare. Its own-brand products offer excellent value, and its wide store network means it is always close by.

7. Douglas

Douglas is a premium perfumery and beauty retailer offering luxury fragrances, skincare and makeup from leading international brands. Its knowledgeable beauty advisers and exclusive product ranges make it ideal for special purchases and gifts.

8. ICI Paris XL

ICI Paris XL specialises in fragrances and premium beauty, with stores in major South Holland shopping centres. It is known for its extensive perfume selection and expert consultations, helping customers find signature scents and high-end skincare.

9. Skins Cosmetics

Skins Cosmetics is a Dutch boutique beauty retailer offering carefully curated niche fragrances, luxury skincare and makeup. Its elegant stores and personalised advice attract discerning beauty lovers looking for brands beyond the mainstream.

10. KIKO Milano

KIKO Milano has become popular in South Holland for its affordable, high-quality makeup inspired by Italian style. Its wide colour ranges, frequent new collections and accessible prices make it a favourite for makeup enthusiasts.

Beauty Trends in South Holland

Skincare continues to dominate the beauty market. Consumers are increasingly knowledgeable about ingredients such as hyaluronic acid, niacinamide, retinol and vitamin C, and they seek products with proven benefits. SPF has become an everyday essential rather than a summer-only product.

Clean and sustainable beauty is also gaining momentum. Shoppers look for refillable packaging, vegan formulas, cruelty-free certification and reduced plastic. Brands like Rituals have introduced refill systems, reflecting this demand.

Minimalist beauty routines are popular, with many consumers opting for multi-purpose products such as tinted moisturisers and lip and cheek tints. At the same time, fragrance remains a strong category, with niche perfumes and layering scents becoming more fashionable. Men's grooming and skincare are also growing steadily.

How to Choose the Right Cosmetics Brand

Start by understanding your skin type and concerns. Dry, oily, combination and sensitive skin each benefit from different formulations. Patch test new products, particularly if you have sensitive skin or allergies.

Consider value and ethics. Affordable brands like Dr. Van der Hoog and HEMA Beauty offer effective formulas without luxury pricing, while premium retailers like Douglas and Skins provide expert advice and exclusive ranges. If sustainability matters to you, look for refillable options and transparent ingredient lists.

Caring for Skin in the Dutch Climate

The maritime climate of South Holland brings wind, rain and cool temperatures for much of the year, which can leave skin dry and sensitive, particularly for those who cycle daily. Richer moisturisers, barrier-repair creams and nourishing lip balms are especially useful during autumn and winter. In summer, time spent on the beaches at Scheveningen, Kijkduin and Noordwijk makes broad-spectrum sun protection essential. Adapting your routine to the seasons is one of the simplest ways to keep skin healthy and comfortable throughout the year.

Final Thoughts

South Holland offers an excellent mix of Dutch beauty brands, affordable drugstores and premium perfumeries. From the global success of Rituals to the practical value of Kruidvat and Etos, and the luxurious curation of Skins Cosmetics, the province makes it easy to build a beauty routine that suits your skin, style and budget.