About us

About us

The family business Isabelle Laurier creates and develops trendy wellness concepts under its own brand name for beauty categories of chain stores. Isabelle Laurier products excite a desire in the customers of these stores to give and receive.

100% control – 100% Isabelle Laurier

100% control – 100% Isabelle Laurier


Our creative team of mother and son follows the latest trends in scents, lifestyle and colours to make innovative collections


Local cosmetics suppliers are combined with a thorough understanding of Far East production


Each and every cosmetic product is lovingly packaged in Belgium by our network of local artisans


Our short supply chain guarantees fast re-stocks and great last-minute opportunities


Merchandising units or shelf schemes for our different concepts help you to manage your category without any stress


Returning customers are the key to a blooming, long-term business

Our Story

Back in 1992, our founding mother Isabelle Laurier started a local ecological gift store in her little Belgian home town Wetteren. De Laurier (The Bay Tree) was born. People came from far far away to buy Isabelle's unique little gifts and scents. As a young mother of three, she strongly believed that she could make the world a better place to live in for her children and the generations to come.

5 years later, Isabelle and her husband Diederik started distributing sustainable cosmetic brands that they believed in. They could now sell their products on a larger scale in Belgium, standing for the first time on the national fair in Brussels. In 1998, Isabelle jumped on the band wagon of the new English bathroom hype called bath bombs, being the very first in Belgium. This became a huge success. The time was right, in 2000, to make the next biggest possible step: the creation of their own brand and the expansion of their business all over Europe. They went to international fairs and started working together with leading international retailers.

Our business has always been built on the following principles:

  • Long-lasting partnerships with both customers and suppliers
  • Social engagement through close cooperation with local artisans for packaging
  • Creating and distributing positive, pure and fun products
  • Out-of-the-box thinking

In 2012, two of the three sons joined the family business. Pieter and Jan have been spoon-fed the same principles, passion and business feeling as their parents. In 2013, they decided to launch the brand Isabelle Laurier, honouring the love of the business' founding mother.

Today, the company is still 100 % family owned, with Pieter and Jan as the new managing directors and the company's second generation. We believe that Isabelle Laurier can make life more enjoyable and create a happy future for the younger generations. We look forward to the day that you want to be part of our journey.

Our team


Commercial Director


General Manager