As Ajen celebrates its first year, co-founder Maartje Frederiks reflects on the journey so far, from testing formulas in her own kitchen to seeing the brand appear on the shelves of Skins Cosmetics and in the bathrooms of some of the Netherlands’ most inspiring hospitality spaces.
What moment from the first year of Ajen stands out most to you?
After a year of drawing, smelling, and testing, it was incredibly special to see the very first filled bottle standing on my kitchen counter. Sharing that moment with my family, including my kids who were just as curious about it as I was, made it feel real in a whole new way. Something that had lived in our minds for months was finally there, tangible and beautiful. That moment captured what Ajen is about for me: bringing nature, design, and daily rituals together in a way that feels effortless and genuine.
Which milestone felt like a true ‘pinch-me’ moment?
Seeing Ajen on the shelves at Skins Cosmetics, and collaborating with incredible hospitality partners like Restaurant De Kas, Over-Amstel Boerderij and Getaway De Luxe. To see our products become part of places that share our values, thoughtful, natural and beautifully crafted, has been a real highlight. It made us realise that Ajen had found its place in the world.
How has it been to build Ajen together with Patrick?
It’s been really special. We’ve known each other for almost twenty years, so we don’t need many words to understand each other. There’s a lot of laughter, plenty of honesty and a shared eye for detail. Building a brand together can be intense at times, but doing it with a friend makes even the challenges enjoyable.
What surprised you most about the way people have embraced Ajen?
I’m genuinely surprised by how emotionally people respond to scent. We hoped Ajen would bring calm and connection, but reading messages from people who say it’s become part of their morning ritual still gives me goosebumps. There’s something very special about creating products that find their way into those quiet, personal moments of someone’s day.
How do you see Ajen’s role in shaping kinder routines for body and mind?
I think our role is to remind people that care doesn’t have to be complicated. It can start with something as simple as washing your hands. If we can help make that moment a little more mindful, and a little kinder to the planet, we’re doing something right.
Is there something exciting in the pipeline you can already hint at?
We’re working on something very special with artists Edith Beurskens and April van Domburg, something handmade that reflects our shared love for craft and natural materials. It’s still under wraps for now, but it perfectly captures the essence of Ajen: quiet design, made with care and intention.