As Ajen celebrates its first year, co-founder Patrick Hurenkamp reflects on the journey so far, from testing the scents with perfumers over and over again to bringing Ajen to its first international customers.
What inspired the idea behind Ajen — what need or frustration sparked it for you?
It wasn’t a single moment, but more a quiet frustration that built up over time. I kept noticing how every bathroom and kitchen seemed filled with plastic bottles, all shouting different claims, often far from natural. We wanted to create something calmer: products that are both beautiful to look at and genuinely kind in their content.
From the start, we also spent a lot of time thinking about refills. At one point we even considered going door to door to refill bottles at home. Sustainable, but hardly practical. That’s how the idea for letterbox refills came about: compact refill pouches that fit through the mail. It allows people to invest once in a timeless bottle and then keep refilling easily and affordably.
That balance between design, sensorial experience and everyday practicality became the foundation of Ajen. Everything had to feel considered: the texture of the packaging, the calm of the scent, even the personal note when you give it as a gift. It’s all part of bringing a bit more care into daily life.
Was there a challenge that turned into a valuable lesson during Ajen’s first year?
One of the biggest challenges was time, or rather, learning to give things the time they need. Creating a line of care products is actually quite complex. The formulas had to be natural but also luxurious to use: a soft foam, the right texture, the right balance between moisture and lightness. We tested countless versions that were too sticky or didn’t absorb well enough until we finally found the perfect balance.
The same went for the scents. Working with our perfumers taught me how much craft and patience it takes to make something feel effortless. Every small change in the formula affects how a fragrance unfolds. It’s a process of endless refinement.
As an entrepreneur, you’re used to moving fast, but Ajen reminded me that slowness can be powerful. Taking the time to get it right is what makes the result timeless.
Which milestone felt like a true “pinch-me” moment?
For me, that moment came when we started receiving our first international orders. From the beginning, we wanted Ajen to reflect Dutch design. Clean, grounded and quietly refined . And to connect that with the essence of Dutch nature. Naturally, we hoped it would resonate here in the Netherlands, but seeing orders come in from places like Denmark, Spain and Poland was a real surprise.
Not just from individual customers, but also from boutique hotels, restaurants and international retailers who shared our values. That was a proud moment, realising that something so rooted in our local craft, from our soap production facility in Friesland, could find a home on bathroom shelves across Europe. It felt like Ajen had started to travel on its own.
What have you personally learned about yourself in this first year?
I’ve realised how much I genuinely love building. Starting something from scratch and seeing it take shape step by step. After my previous company, bloomon, I took some time off to focus on my family, teach at university, help other startups and explore new ideas. But this past year reminded me where I feel most at home: in the process of creating.
I love shaping new routines, new products and new ways of doing things. Whether it’s the formulation, the packaging or the technology behind how we work, I enjoy every layer of it. Entrepreneurship doesn’t really stop; it’s there in the evenings and on the weekends. But to me that’s not a burden, it’s energy. Especially when I see how people respond to what we’ve built. When customers share that Ajen has become part of their home. That’s what makes me smile every day.
How has building Ajen influenced your own daily routines or relationship with nature?
I’ve always been quite an impatient person. I like moving forward, doing things and exploring new ideas. But one of the moments I’ve always valued is the few quiet minutes in the shower. No screens, no notifications, just a small pause in the day where there’s time to think and reset.
Through Ajen, I’ve become more aware of how important those moments really are. Whether it’s washing your hands, taking a shower or going for a walk, they’re opportunities to slow down, reconnect with nature and notice what’s around you. Those small pauses often bring the best ideas, precisely because you’re not trying too hard. I think that’s what Ajen is also about for me: creating products that remind you to be a bit more present, even in the simplest routines.
How has it been to build Ajen together with Maartje?
It’s been great. Truly energising. We’ve known each other for almost twenty years, so there’s a strong foundation of trust and a shared sense of humour that keeps everything light, even when things get intense. We don’t need many words to understand each other, and there’s always room for laughter, which makes even the long days fun.
Maartje has an incredible talent for storytelling and for translating scent into emotion. She can describe what a fragrance does to you in a way that makes everyone feel it. She also has a meticulous eye for detail, which lifts everything we create.
What we share most is a love for design, travel and spending time with our families outdoors, and that sense of balance shows up in how we build Ajen. It’s not just about creating beautiful products; it’s about creating a way of working and living that feels meaningful.