Bloy Institute Amsterdam sold to Soap: "I look back with pride on a wonderful adventure"

Founded in 2018 by Lindsay van der Looij, Bloy Institute Amsterdam grew within a few years to become an icon in the field of skin improvement. Now a new chapter is dawning: the company has been acquired by Soap. “I look back with pride on a wonderful adventure in Amsterdam,” says the founder.

Bloy Institute was founded in 2018 by Lindsay van der Looij. What started in Amsterdam Oud-Zuid and later also Eindhoven, quickly grew into an established name in the Netherlands. But Lindsay did not sit still. Her expertise in skin improvement and countless treatments inspired her to start LABAREAU, a high-end anti-aging brand that is not only successful in the Netherlands, but is also making its mark internationally. With the growing success of LABAREAU, the entrepreneur had to make a decision: to focus her time and energy entirely on this skincare label, and thus say goodbye to Bloy Institute.

When Lindsay decided to focus fully on LABAREAU, it was time to find a new future for Bloy Institute. However, a transfer to “the best possible party” was a must. She found them in Soap. This way, the characteristic class of Bloy Amsterdam is guaranteed, according to them. The branch in Eindhoven will remain under their own management.

In May 2024, investor Vendis Capital entered Soap. The combination of Soap and Bloy is, according to all parties, a no-brainer with a large overlap in target group, treatment offering and premium positioning. Bloy Amsterdam will thus become the third establishment of Soap in Amsterdam and second branch in Oud-Zuid.

"They are in good hands at Soap"

Soap, founded in 2005 by sisters Esther and Stephanie Litjens, has become a household name in the Netherlands. With ten locations, including recent expansions in Maastricht and acquisitions in Apeldoorn and Enschede, it is a chain of boutique clinics with an extensive range of beauty and cosmetic treatments. From 1 February, Bloy Amsterdam will have a new name and you can go to Soap on Willemsparkweg for injectables, skin therapy, dermatology and beauty treatments.

"I look back with pride on a wonderful adventure in Amsterdam in which I, together with my team, worked hard every day on a dream. My gratitude for my team of fantastic people is therefore great. They are in good hands at Soap, where I trust that they can continue to develop there,'' according to Lindsay van der Looij.