About us

It all started with cherry pit pillow...

Nature's choice is a wellness and cosmetics company that besides brands also develops private label products for large retailers national and international.

Cherry pit pillow

Cherry pit pillow

The beginning

Nature's Choice started in 1994 when introducing the Hittepit ® (the original heatable cherry pit pillow). During a holiday in Switzerland Director Rian van Velzen-Bastiaansen was inspired by a heated cherry pit pillow, made by the grandmother of the hotel owner herself. Pure, natural and it kept it’s warmth heath for a long period. Not matched by anything else, but maybe lost as a tradition, if it was not rediscovered and pick up again.

Hittepit

Hittepit

FAVORITE WARMTH PILLOW IN THE NETHERLANDS

Back in the Netherlands, together with her family, Rian started making these cherry pit pillows and the introduction of the Hittepit ® was a fact. It became a great success.

Fizzing bath ball

Fizzing bath ball

Innovation

Inspired by the success, Rian started searching for more ancient knowledge and traditions, which were common in the past, but almost forgotten. During her global search she came in touch with all kinds of traditions, recipes and ingredients. All based on the ancient wisdom coming from traditions. The range expanded with other natural products, such as buckwheat pillows, flaxseed pillows and herbal bath tea recipes. The next creative idea were the bath fizzers. This innovation was also the basis to start their own factory for producing cosmetics.

International

International

Expansion

Nature's Choice has become an international wellness and cosmetics company that, next to own brands also produces private label products for major retailers in the Netherlands and abroad.

Treets

Treets

Traditions

Nature's choice introduces Treets Traditions. Products based on proven knowledge from the past, adapted to today’s needs.

Get in touch

Nature's Choice

Penningweg 44
4879 AG  Etten-Leur
The Netherlands

T +31(0)76 543 0999
F +31(0)76 542 2114

E info@natures-choice.nl