HEMA Blush, Bronzer and Highlighter

HEMA cosmetics, including their popular blush, bronzer, and highlighter lines, originate from the iconic Dutch retail chain HEMA. Founded in 1926 in Amsterdam, HEMA was established to provide affordable, high-quality household goods to everyday people. Today, their beauty products are celebrated for being vegan-friendly and developed with a focus on simplicity and accessibility.

While the brand is quintessentially Dutch, manufacturing of their makeup products occurs in various specialized facilities across Europe and Asia (particularly Poland, Germany, and China) to maintain consumer affordability. Since 2021, HEMA has been owned by the Mississippi Ventures, the investment vehicle of the Van Eerd family (owners of the Jumbo supermarket chain) and Parcom, ensuring the brand remains under Dutch ownership and continues its expansion within the Benelux region and beyond.