Naïf is B Corp certified

B Corp? Yes, we are!

Naïf is a B Corp and we are proud of it. In 2020 we received our first B Corp certification, with a great score of 89.4. But that could and should be better of course. For three years we worked on our ambitious goals to significantly increase our score on the next test. And it worked, because in 2023 our score rose to 111.9. Hard work pays off, we're proud of that!

Want to know more about what it means to be a B Corp? Read quickly

What is a B Corp

The B Corp (Benefit Corporation) certificate is one of the most difficult certificates to obtain as a company. Most certificates look at how your company scores on a specific aspect, but for the B Corp certificate you are tested on how you make decisions in the areas of environment, employees, customers, suppliers and society - a holistic approach. To obtain this official certification, you must, as a commercial company, make a positive impact on society and the world, and that's no small feat!

The B Corp score

The non-profit organization behind the B Corp certificate is B Lab. They look not only at the products, but at all business activities. And they don't do this just once, no, every three years your company is tested again and you must also demonstrate that you are making progress and moving forward. Why do we find this important and want to improve on it each time? There is no such thing as being 'sustainable', it is a process in which you constantly improve and challenge yourself by taking new steps.

Read more about our B Corp score

How do you get a B Corp certificate then?

At the moment, as a company you are tested on five pillars: governance, employees, community, environment and customers. On each pillar you can earn points and this results in a score between 0 and 200 that determines whether you qualify for the label: B Corp. To get the certificate, your company must score at least 80 points.

B Lab is itself constantly looking for ways to improve the B Corp certificate, so they are currently looking at whether they can approach the points system differently to encourage companies to continue improving themselves.

Our goals

As a Benefit Corporation, Naïf is driven by objectives. In a world full of information, it is sometimes difficult to separate everything that is important from the amount of nonsense. That is where we come in. By Naïf we have everything your baby needs, nothing more. Just the basics, without junk. Mild on your baby's sensitive skin and made with the planet in mind. So parents have one less thing to worry about.

Download our statement here

Justice, Equity, Diversity and Inclusion (JEDI)

At Naïf we believe that our company can only flourish if the people and communities we work with do as well. That is why we are committed to the JEDI principles as a fundamental pillar of our business strategy and our identity as a force for good.

More about JEDIMore about human rights

Our impact

Everything we do leaves traces. No matter how hard you try, you always leave a footprint. Of course you can't produce products without using raw materials for your product and packaging and you also need energy and the products need to be transported to the stores. How you handle all of that is where the difference lies. As a B Corp you make the choice to have as little negative impact as possible on the environment and planet and to use your company as a force for good. So you strive to make a positive impact by choosing ingredients that are less harmful, making packaging from recycled plastic, for example, and by having a positive influence on society by supporting social initiatives, for example.

This is how we are committed to changing the personal care industry. We look at how things can be better and call on other brands to make responsible choices. Examples, you say? Since we launched our plastic-free baby wipes in 2020, 20% of baby wipes have now become plastic-free! Also, Naïf was the first brand with a mineral sunscreen on the Dutch market, which is increasing awareness of the effect of sunscreen on the ocean. And of course all our products are also microplastic-free!

In addition to new products, we are constantly thinking about how we can make our existing products even better for you and less harmful to the planet. For example, our best-selling products are also available in refill packaging. This saves us up to 76% plastic per package! And don't forget about transport either, because many more refill packages fit in such a truck.

And those social initiatives? We find those important too. We are, for example, a partner of The National Read-Aloud Days, work with the Skin Foundation, support initiatives such as Fris Supermarket, Because we Carry and the Poverty Fund, have cycled for Children's Hospitals and much more! This is how we really try to help all parents take good care of their kids.

Small steps, big difference

At Naïf we find transparency more important. That is why every year we publish an impact report, which shows which choices we have made and why. Making less negative impact is not always as easy as it sounds. In our impact report we celebrate the beautiful victories and share the challenges we face.

How do we deal with plastic? And how do we reduce the emissions of our products? We continue to challenge ourselves to improve and of course we hope to change the industry.

Download impact report 2024Download impact report 2023Download impact report 2022