Introduce yourself
I’m Maartje, co-founder of Ajen, which I started together with Patrick. As an entrepreneur, I’ve always been fascinated by products that people use every day. With Ajen, we want to show that something as everyday as hand soap can also be a moment of calm. With refined scents, beautiful design and a more sustainable approach.
Could you briefly tell us about the history of your company?
Ajen was founded in 2024 based on a simple question: Can daily care be more refined and, at the same time, better for the environment? We develop home and body care products with natural ingredients, layered scents and refillable bottles that last a long time. We are a young Dutch brand with a small team.
What is Ajen doing to reduce its global plastic footprint?
From the very start of product development, we’ve opted for refillable glass and steel bottles that last a long time. With our refills, we reduce plastic use by over 70% per refill, and our formulas contain no microplastics. As a member of the Plastic Soup Foundation, we believe it’s important to contribute more broadly to raising awareness about plastic pollution.
Why do you think it’s important to focus on this?
When you make products that people use every day, you also have a responsibility to consider their impact. It’s precisely in everyday routines that a lot of hidden plastic use lies. That’s where we aim to make a difference.
What do you like most about sustainable business?
For me, sustainable business isn’t a separate issue; it’s simply part of good business practice. When you build a company, you also have a responsibility to consider its impact. I find that combination of creating beautiful products and trying to do better for the world around us truly inspiring.
What advice do you have for other entrepreneurs who want to become more sustainable?
Make it part of your core values, not just your marketing. If sustainability is embedded in your product and decisions from the outset, it naturally becomes a logical part of your business.
What do you personally do to reduce your plastic footprint?
I try to consume more consciously and choose products that last longer. Small daily choices can have a big impact. I also try to involve my young children in this, so they understand why it’s important from an early age.
What sustainable tip do you often give to people around you?
Start with your daily routines. There’s often a lot of invisible plastic there. Small changes there make a surprisingly big difference.
How do you see the future in this area?
I think refilling and reusing will become increasingly normal. What currently still feels like a sustainable alternative will eventually just become the standard. I hope that with Ajen we can show that refined products, beautiful design and a lower environmental impact can go very well together.
How do you see the balance between CO2 reduction and tackling plastic pollution?
They’re closely linked. Plastic is a fossil-based product, so less plastic often means a lower carbon footprint too. You really should always look at them together.
What do you think is the biggest misconception about sustainability?
That sustainability is often still seen as something for hippies. Whereas it can actually be about beautiful design, refinement and smart choices that reduce the impact.
What do people really need to know about plastic pollution?
That plastic never actually disappears. It just breaks down into ever smaller particles that eventually end up in ecosystems and food chains.
Where do you see yourself in 5 to 10 years’ time in terms of sustainability and plastic footprint?
I hope that with Ajen we can demonstrate that sophisticated products, beautiful design and a lower environmental impact can go hand in hand. And that by then, refillable systems will have become the norm for many more products. By collaborating with hospitality partners and retailers, solutions like these can also be implemented more quickly and on a larger scale.
