Move over, old-school beauty ideals — Dutch women are redefining what it means to look (and feel) beautiful.
From minimalist skincare routines to ethical beauty buys, a quiet but confident shift is happening in the Netherlands: one that celebrates natural beauty, sustainability, and unapologetic individuality.
Gone are the days of over-the-top glam. In its place? A fresher, more grounded aesthetic that reflects exactly what Dutch women do best: keeping it real.
In the Netherlands, less is more
If you’ve ever wandered through a Dutch city, you’ll notice something right away: most women aren’t caked in contour or dripping in highlighter. Instead, Dutch beauty is all about effortlessness.
Think fresh skin, a bit of mascara, and maybe a bold lip on a good day.
READ MORE | Dutch Quirk #59: Wear way less make-up than people in other countries
There’s an understated elegance to how Dutch women approach beauty — one that leans more toward “glowy skin from a bike ride” than “Instagram filter IRL.”
It’s no surprise, then, that skincare often takes priority over makeup. Clean beauty, lightweight serums, and SPF are the holy grail items, and many women opt for routines that feel more like self-care than self-decoration.
The rise of smart, sustainable skincare
While other countries have only recently “discovered” eco-conscious beauty, Dutch women have quietly been leaning into sustainability for years. Cruelty-free? Check. Refillable packaging? Sure. Locally made soaps from that cute market in Utrecht? Obviously.
Ask any Dutch woman what matters in her beauty routine, and chances are you’ll hear words like duurzaam, natuurlijk or vegan. Sustainability is not a niche trend in the Netherlands; it’s actually what people care about.
READ MORE | 17 ideas that make the Dutch sustainability super-heroes
In true Dutch fashion, practicality also plays a role. Minimal packaging, multipurpose products, and local sourcing are preferred by most.
But Dutch beauty doesn’t just stand out with its sustainability; there’s plenty of innovation happening behind the scenes.
Just like a fancy Dutch online casino would, the skincare industry is embracing all the emerging new technologies.
The result? Tech-forward skincare is becoming more accessible — think skin analysis tools, personalised product recommendations, and AI-powered routines.
Cultural confidence that goes beyond the mirror
Let’s be real: Dutch beauty isn’t about flawless skin or magazine-ready hair. It’s about looking like yourself (just maybe a little more uitgerust).
Confidence, independence, and individuality are deeply rooted in Dutch culture, and that translates into how women carry themselves. Beauty, here, isn’t about perfection — it’s about personality.
READ MORE | Dutch girls are the new French girls, here’s why
There’s also growing awareness around inclusive beauty, from embracing different hair textures and skin tones to challenging outdated beauty standards.
Dutch women are not only customers of beauty; they’re shaping the narrative themselves, whether through social media, sustainable startups, or simply leading by example.
So no, you probably won’t see a full face of glam on your way to Albert Heijn. But you will see confident, radiant women who prove that true beauty isn’t in the makeup but in the mindset. ☀️
What have you noticed about Dutch beauty standards? Leave your thoughts in the comments.
