Meet Maartje, one of the founders of Ajen. After introducing the world to healthy meal kits, Maartje set out on a quest for new and inspiring ways to impact people’s daily routines. Now, she’s excited to introduce Ajen, a botanical home and body care line, crafted with natural ingredients, designed to be sustainable while looking effortlessly stylish on your kitchen counter or in your bathroom.
How do you bring nature in?
Even though we live in the center of Amsterdam, we share a greenhouse with our neighbors where we grow vegetables. Our kids take care of it, and while things don’t always go as planned, I love the idea of growing something ourselves and knowing where our food comes from. When our harvest doesn’t quite work out, I enjoy visiting the Zuidermarkt, a local farmers' market, where we can find fresh, seasonal produce and drink a nice cup of tea.
Ajen's spirit dish
If Ajen were a dish, it would be risotto with wild mushrooms, fresh herbs, and a touch of truffle oil. The slow-cooking process reflects intentional living, while the foraged ingredients represent Ajen’s respect for the environment and sustainability, values that are at the heart of everything we do. Plus, it’s one of my favorites.
Favorite nature escape
The Dunes of Schoorl, a breathtaking nature reserve just 45 minutes from Amsterdam where forest, dunes, and sea come together. Time moves a little slower here, and nature takes the spotlight. Our kids love to play on the beach while I enjoy reading, it’s the perfect place to recharge.
Favorite routine
A morning walk, to start the day fresh and clear my mind, after bringing my 4- and 8-year-old to school. It’s a simple ritual that helps me ease into the day with intention, connect with nature (even in the city), and find a moment of calm before everything gets busy.
@Ajen
What gives me energy and drive to build Ajen is knowing we're creating something that not only elevates daily routines but also prioritizes sustainability. Our commitment to refillable packaging and natural ingredients is more than just a business choice, it's a step toward a better future, and being part of that gives me a real purpose. Working alongside my co-founder Patrick and our team brings so much energy. Sharing ideas, solving challenges, and celebrating milestones together makes the journey even more meaningful and a lot more fun.