Kim Van Haasten sells Dutch dirt. She has a tulip complex and is proud of it She also makes petal polish and openly admits that she is married to her hero ingredient.
Business is booming for a Vietnamese refugee’s daughter and Monash University graduate, now based in Haarlem in north Holland. Partnering with a U.S. lab to create the most advanced skin formulations, Bloom Effects is the first beauty brand to harness the skin-healing, fortifying, and protecting superpower of the Dutch tulip.
“It all started on a dance floor in Ibiza when I met my husband, Hein, whose family are fourth-generation Dutch tulip farmers. I moaned that tulips always flop over in a vase. Hein explained that’s because they continue to grow after they’re cut. They regenerate.
“Tulips promote cellular growth as they are one of the only flowers that still grow after being cut. They are rich in amino acids, boost collagen, and act as a natural humectant. A tulip can hold up its entire body weight in water. All of these botanical powers translate to softer, smoother, and glowingly hydrated skin.”
The field-to-face Bloom Effects range includes Cleansing Cream Tulip Dew Drops Royal Tulip Nectar – Tulip Dew Sunscreen Serum Black Tulip Overnight Retinoid Serum and a Dutch dirt face mask. “Full of natural botanical extracts, floral and fruit enzymes, volcanic sand, and our Proprietary Dutch Tulip Complex, it takes multi-tasking to a whole new level. It’s both an exfoliating scrub and a purifying mask. It delivers antioxidants, hydration, and increased cell turnover.”
“The Nectar is my all-time favorite product. I suffer from atopic eczema and, when I became pregnant with our daughter Eva, I had to stop using my cortisone treatments. Nectar is the ultimate skin treatment: rich honey-like ointment, that instantly transforms into an ultra-nourishing serum upon skin contact and provides warmth whilst delivering total skin comfort and nourishment.”
Having been awarded two government grants, Kim commissioned Leiden University and Holland Biodiversity to look into the comparative benefits of roses and tulips in skincare. The research revealed that tulips are richer in amino and fatty acids. They contain succinic acid, decanoic, and auxin acid linked to boosting moisturization and easing skin sensitivities. A tulip also contains a multi-faceted skin-brightening acid found to improve the skin’s overall health and help recovery from UV damage. Kinetin prevents TEWL (Transepidermal water loss) and fights free radicals. We also discovered that the more pigmented, darker petals contain the highest levels of flavonoids.
“Our Proprietary Black Tulip Complex is powered by sustainably upcycled petals from the deepest, darkest tulip. The plant hormone auxin, derived from the amino acid tryptophan, is very important in cellular growth and plant tissue development. Our complex uses stem cells from the bulbs of the family’s tulip fields, thus promoting circular farming. We use “choppings”—the tulips that couldn’t be sold or used in any other way.
“The tulip is one of the only naturally fragrance-free flowers. We formulate with proven ingredients at active levels nack by in vitro and in vivo studies. Our overarching ethos is: Food for you and better for the environment.
After leaving Vietnam, Kim’s mother worked at a nail salon that sold Amway and Mary Kay and worked at one of Dior’s beauty counters. “I would help her set up the parties and make the goodie bags. She would bring home incredibly luxurious makeup, and I was allowed to play with it. I always wanted to create my own brand. Then I had my tulip bulb moment!”
Strengthen your skin barrier and stimulate cell metabolism. Increase skin firmness by over 29%, reduce the amount and depth of wrinkles by 33.7%, and smile lines by 22.5%.
Tip-toe through the tulips and discover Dutch flower power.
And beautifying Dutch dirt.
