Irish beauty brand The Smooth Company is proud to announce its official launch into De Bijenkorf, the Netherlands‘ most iconic luxury department store, a sister retailer to Ireland’s Brown Thomas & Arnotts. The launch will take place on June 12th, 2025, marking a major milestone as The Smooth Company becomes the first Irish beauty brand ever stocked in–store at De Bijenkorf.
Known for its innovative approach to effortless hair and beauty routines, The Smooth Company has rapidly gained a cult following around the globe with customers in over 70 countries worldwide, capturing the hearts of top content creators such as Molly Mae Hague, top international hair stylists such as Michael Gray, Ross Kwan & Carl Bembridge, and has been used to create looks for stars such as Millie Bobby Brown, Maya Jama & Rebel Wilson. Now, Dutch beauty lovers will be able to shop the full product line in person at De Bijenkorf stores
The brand has gained over 150 million organic views on TikTok since the launch of the now viral Smooth Stick™ in 2023, propelling it into the spotlight as one of the most exciting disruptors in beauty. The product range has since expanded with key launches including the award–winning Mane Master™ Curved Smoothing Brush, stylist–favourite Smooth Styler 4-in-1 Comb, the sell–out Smooth Dream™11-in-1 Hair Styling Cream, and most recently, Silky Satin Hair Ties.
The launch in De Bijenkorf marks a major milestone in the Smooth Company’s journey & growth not only in Europe but around the world.
The full Smooth Company range will be available to shop in all 7 De Bijenkorf stores in The Netherlands from Thursday, June 12th.