Naïf Care was founded in 2013 by Jochem Hes and Sjoerd Trompetter, who, as new parents, set out to create safe, natural skincare for babies and children—and for the planet. Their guiding principle: never sell anything they wouldn’t use for their own kids.The brand offers skincare for babies, children, and women, made with natural ingredients like linseed and cottonseed oils, and is committed to transparency, sustainability, and avoiding harmful additives.
In late 2023, Future Business Partnership (FBP)—a London-based, sustainability-focused private equity firm and the highest-scoring B Corp investment firm globally—acquired a majority stake in Naïf to support its growth across Europe. As part of this transition, Jochem and Sjoerd decided to step back from daily operations, creating a need for a new CEO to build on the brand’s strong foundation. The ideal candidate would be a hands-on, entrepreneurial leader with a track record in scaling FMCG or personal care brands, strong retail and e-commerce experience, and a passion for sustainability.
Gijs Krimp was appointed to lead Naïf into this next phase. He brings extensive experience from P&G and Reckitt Benckiser, where he held senior marketing and general management roles, followed by a CCO role in a private equity-backed environment. His commercial sharpness, strategic mindset, and people-focused leadership style make him a natural fit for Naïf’s mission and culture.
Gijs: “I am very enthusiastic to start as CEO of Naïf because of the combination of the strong focus on natural products, a warm and personal culture and the ambitious vision for the future. It feels like the perfect opportunity to continue building on successful growth together.”
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