Hema B.A.E. Face Cream

B.A.E. (Before Anything Else) is a contemporary beauty and personal care brand launched by the Dutch retail chain HEMA. Originally founded in Amsterdam in 1926 by Leo Meyer and Arthur Isaac, HEMA (Hollandsche Eenheidsprijzen Maatschappij Amsterdam) was created with the mission to provide quality everyday goods at fixed, low prices.

While HEMA remains a quintessentially Dutch brand, its manufacturing is distributed globally across Europe and Asia, depending on the specific product line. Since 2021, the brand has been under the ownership of Mississippi Ventures (the investment arm of the Van Eerd family, owners of Jumbo Supermarkets) and Parcom, ensuring it stays in Dutch hands following a period of international private equity ownership.