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Accept contactless payments right on your iPhone with the Mollie app
Accept payments
Embedded payments
Grow your business
Technical resources
About Mollie
Tap to Pay on iPhone
Accept contactless payments right on your iPhone with the Mollie app
Accept payments
Embedded payments
Grow your business
Technical resources
About Mollie
WONDR wins Mollie Newcomer Retail Award as most innovative scale-up
WONDR wins Mollie Newcomer Retail Award as most innovative scale-up
WONDR wins Mollie Newcomer Retail Award as most innovative scale-up
WONDR, the Belgian brand developing and producing plastic-free beauty products, was awarded the Newcomer Retail Award during the Mollie Retailer of the Year Awards 2025.
WONDR, the Belgian brand developing and producing plastic-free beauty products, was awarded the Newcomer Retail Award during the Mollie Retailer of the Year Awards 2025.
Ecommerce
Ecommerce
Ecommerce
“The Mollie Newcomer Retail Award recognizes companies that excel in innovation, originality, and scalability. That’s exactly what we focus on today.”
Jens Metdepenningen, Channel Lead Retail @WONDR
WONDR, the Belgian brand developing and producing plastic-free beauty products, was awarded the Newcomer Retail Award during the Mollie Retailer of the Year Awards in early October. Both the jury and the public were impressed by WONDR’s remarkable journey, in which innovation and sustainability go hand in hand with scalability. The Ghent-based company, which can rely on a large and engaged community of fans, is a great example of how sustainable cosmetics can be successful, thanks in part to a well-thought-out digital strategy with smooth payment solutions.
WONDR, the Belgian brand developing and producing plastic-free beauty products, was awarded the Newcomer Retail Award during the Mollie Retailer of the Year Awards in early October. Both the jury and the public were impressed by WONDR’s remarkable journey, in which innovation and sustainability go hand in hand with scalability. The Ghent-based company, which can rely on a large and engaged community of fans, is a great example of how sustainable cosmetics can be successful, thanks in part to a well-thought-out digital strategy with smooth payment solutions.
WONDR, the Belgian brand developing and producing plastic-free beauty products, was awarded the Newcomer Retail Award during the Mollie Retailer of the Year Awards in early October. Both the jury and the public were impressed by WONDR’s remarkable journey, in which innovation and sustainability go hand in hand with scalability. The Ghent-based company, which can rely on a large and engaged community of fans, is a great example of how sustainable cosmetics can be successful, thanks in part to a well-thought-out digital strategy with smooth payment solutions.
What does this award mean to you?
Jens Metdepenningen, Channel Lead Retail at WONDR: “It’s a wonderful recognition because it combines the voice of the jury with that of the public. WONDR is a young brand that opened its first physical store in Ghent at the end of 2023, followed by a second one in Antwerp last year. In addition, we’re also present on the shelves of around 700 specialty stores and drugstores. But for individual customers, e-commerce remains our main sales channel. We’re growing fast and we can feel that people are really connecting with our story about healthy beauty products. This award is therefore both a reward and a strong motivation for the hard work of our entire team.”
What does this award mean to you?
Jens Metdepenningen, Channel Lead Retail at WONDR: “It’s a wonderful recognition because it combines the voice of the jury with that of the public. WONDR is a young brand that opened its first physical store in Ghent at the end of 2023, followed by a second one in Antwerp last year. In addition, we’re also present on the shelves of around 700 specialty stores and drugstores. But for individual customers, e-commerce remains our main sales channel. We’re growing fast and we can feel that people are really connecting with our story about healthy beauty products. This award is therefore both a reward and a strong motivation for the hard work of our entire team.”
What does this award mean to you?
Jens Metdepenningen, Channel Lead Retail at WONDR: “It’s a wonderful recognition because it combines the voice of the jury with that of the public. WONDR is a young brand that opened its first physical store in Ghent at the end of 2023, followed by a second one in Antwerp last year. In addition, we’re also present on the shelves of around 700 specialty stores and drugstores. But for individual customers, e-commerce remains our main sales channel. We’re growing fast and we can feel that people are really connecting with our story about healthy beauty products. This award is therefore both a reward and a strong motivation for the hard work of our entire team.”
WONDR is experiencing rapid growth. Which factors are driving that?
Jens Metdepenningen: “The Mollie Newcomer Retail Award recognizes companies that excel in innovation, originality, and scalability. That’s exactly what we focus on today: we keep experimenting and growing quickly, while staying true to our mission. We want to show that healthy products can be beautiful, effective, and anything but boring. We offer everything you need to make your bathroom completely plastic-free.
Another key factor is our ability to act fast. As a community-driven company, we involve our customers early in product development, for example through scent tests in our stores. Combined with data from our online shops, this allows us to quickly identify what appeals to people. That feedback keeps us sharp and strengthens engagement. In addition, our in-house marketing team creates campaigns that resonate with our community, like the Boobie Bar campaign in collaboration with Think Pink.”
WONDR is experiencing rapid growth. Which factors are driving that?
Jens Metdepenningen: “The Mollie Newcomer Retail Award recognizes companies that excel in innovation, originality, and scalability. That’s exactly what we focus on today: we keep experimenting and growing quickly, while staying true to our mission. We want to show that healthy products can be beautiful, effective, and anything but boring. We offer everything you need to make your bathroom completely plastic-free.
Another key factor is our ability to act fast. As a community-driven company, we involve our customers early in product development, for example through scent tests in our stores. Combined with data from our online shops, this allows us to quickly identify what appeals to people. That feedback keeps us sharp and strengthens engagement. In addition, our in-house marketing team creates campaigns that resonate with our community, like the Boobie Bar campaign in collaboration with Think Pink.”
WONDR is experiencing rapid growth. Which factors are driving that?
Jens Metdepenningen: “The Mollie Newcomer Retail Award recognizes companies that excel in innovation, originality, and scalability. That’s exactly what we focus on today: we keep experimenting and growing quickly, while staying true to our mission. We want to show that healthy products can be beautiful, effective, and anything but boring. We offer everything you need to make your bathroom completely plastic-free.
Another key factor is our ability to act fast. As a community-driven company, we involve our customers early in product development, for example through scent tests in our stores. Combined with data from our online shops, this allows us to quickly identify what appeals to people. That feedback keeps us sharp and strengthens engagement. In addition, our in-house marketing team creates campaigns that resonate with our community, like the Boobie Bar campaign in collaboration with Think Pink.”
Sustainability is one of your unique selling points. How does that translate into practice?
Jens Metdepenningen: “Sustainability is in our DNA; it’s embedded in everything we do. We work with Belgian laboratories to develop scientifically backed formulas. All our products are vegan and free from sulfates or parabens. We also produce locally, here in Belgium. We keep innovating in packaging and continuously look for more sustainable solutions. Recently, we launched 100% aluminum tubes, including fully recyclable caps. Through all these efforts, WONDR aims to prevent more than 100 million single-use packages by 2030.”
Sustainability is one of your unique selling points. How does that translate into practice?
Jens Metdepenningen: “Sustainability is in our DNA; it’s embedded in everything we do. We work with Belgian laboratories to develop scientifically backed formulas. All our products are vegan and free from sulfates or parabens. We also produce locally, here in Belgium. We keep innovating in packaging and continuously look for more sustainable solutions. Recently, we launched 100% aluminum tubes, including fully recyclable caps. Through all these efforts, WONDR aims to prevent more than 100 million single-use packages by 2030.”
Sustainability is one of your unique selling points. How does that translate into practice?
Jens Metdepenningen: “Sustainability is in our DNA; it’s embedded in everything we do. We work with Belgian laboratories to develop scientifically backed formulas. All our products are vegan and free from sulfates or parabens. We also produce locally, here in Belgium. We keep innovating in packaging and continuously look for more sustainable solutions. Recently, we launched 100% aluminum tubes, including fully recyclable caps. Through all these efforts, WONDR aims to prevent more than 100 million single-use packages by 2030.”
“Mollie’s solution makes it possible to offer the right payment methods in each country. That’s particularly useful for businesses pursuing international expansion. They can focus on their core business, while we handle the payment experience.”
Sam Hamer, Senior Customer Success Manager @Mollie
You’re working with Mollie. How do they fit into your growth story?
Jens Metdepenningen: “Our parent company, Planet B, sells to both consumers and businesses across several countries through multiple websites and brands — WONDR, BRAUZZ, and Klaar. Mollie ensures that everything runs smoothly and securely. Their solution is more than just payment technology; it’s a crucial part of the customer experience. Being able to pay easily is the final step in a great customer journey. If someone believes in your brand but something goes wrong during checkout, you lose their trust. In that respect, Mollie delivers exactly what it promises: making payments easy, fast, and reliable. That’s no small thing when nearly half of our revenue comes from online sales. Behind the scenes, everything runs smoothly too: all payments are centrally processed and linked to our accounting system via Odoo. This allows us to analyze our sales data and continuously optimize where needed.”
Sam Hamer, Senior Customer Success Manager at Mollie: “We, too, value innovation and customer-centricity, just like WONDR. We also know from experience how much payment preferences differ between European consumers. Mollie’s solution makes it possible to offer the right payment methods in each country. That’s particularly useful for businesses pursuing international expansion. They can focus on their core business, while we handle the payment experience.”
You’re working with Mollie. How do they fit into your growth story?
Jens Metdepenningen: “Our parent company, Planet B, sells to both consumers and businesses across several countries through multiple websites and brands — WONDR, BRAUZZ, and Klaar. Mollie ensures that everything runs smoothly and securely. Their solution is more than just payment technology; it’s a crucial part of the customer experience. Being able to pay easily is the final step in a great customer journey. If someone believes in your brand but something goes wrong during checkout, you lose their trust. In that respect, Mollie delivers exactly what it promises: making payments easy, fast, and reliable. That’s no small thing when nearly half of our revenue comes from online sales. Behind the scenes, everything runs smoothly too: all payments are centrally processed and linked to our accounting system via Odoo. This allows us to analyze our sales data and continuously optimize where needed.”
Sam Hamer, Senior Customer Success Manager at Mollie: “We, too, value innovation and customer-centricity, just like WONDR. We also know from experience how much payment preferences differ between European consumers. Mollie’s solution makes it possible to offer the right payment methods in each country. That’s particularly useful for businesses pursuing international expansion. They can focus on their core business, while we handle the payment experience.”
You’re working with Mollie. How do they fit into your growth story?
Jens Metdepenningen: “Our parent company, Planet B, sells to both consumers and businesses across several countries through multiple websites and brands — WONDR, BRAUZZ, and Klaar. Mollie ensures that everything runs smoothly and securely. Their solution is more than just payment technology; it’s a crucial part of the customer experience. Being able to pay easily is the final step in a great customer journey. If someone believes in your brand but something goes wrong during checkout, you lose their trust. In that respect, Mollie delivers exactly what it promises: making payments easy, fast, and reliable. That’s no small thing when nearly half of our revenue comes from online sales. Behind the scenes, everything runs smoothly too: all payments are centrally processed and linked to our accounting system via Odoo. This allows us to analyze our sales data and continuously optimize where needed.”
Sam Hamer, Senior Customer Success Manager at Mollie: “We, too, value innovation and customer-centricity, just like WONDR. We also know from experience how much payment preferences differ between European consumers. Mollie’s solution makes it possible to offer the right payment methods in each country. That’s particularly useful for businesses pursuing international expansion. They can focus on their core business, while we handle the payment experience.”
What’s next in WONDR’s growth journey?
Jens Metdepenningen: “First of all, during the holiday season we’ll be opening 11 pop-up stores in addition to our permanent shops — in cities and shopping centers. We want to become the go-to brand for anyone looking to give a healthy gift. For this campaign, we’re also partnering with organizations fighting hygiene poverty. So by buying a product, customers not only help the planet but also support a social cause. We’re also developing several new product launches, including a skincare line fully aligned with our philosophy of healthy, plastic-free products. We’re exploring the potential of probiotics in personal care as well, which could represent a new step forward in sustainable cosmetics. Finally, with our team of 45 people, we continue building stores and webshops that reflect a sense of experience and community. Next year, we hope to further expand into the Netherlands.”
What’s next in WONDR’s growth journey?
Jens Metdepenningen: “First of all, during the holiday season we’ll be opening 11 pop-up stores in addition to our permanent shops — in cities and shopping centers. We want to become the go-to brand for anyone looking to give a healthy gift. For this campaign, we’re also partnering with organizations fighting hygiene poverty. So by buying a product, customers not only help the planet but also support a social cause. We’re also developing several new product launches, including a skincare line fully aligned with our philosophy of healthy, plastic-free products. We’re exploring the potential of probiotics in personal care as well, which could represent a new step forward in sustainable cosmetics. Finally, with our team of 45 people, we continue building stores and webshops that reflect a sense of experience and community. Next year, we hope to further expand into the Netherlands.”
What’s next in WONDR’s growth journey?
Jens Metdepenningen: “First of all, during the holiday season we’ll be opening 11 pop-up stores in addition to our permanent shops — in cities and shopping centers. We want to become the go-to brand for anyone looking to give a healthy gift. For this campaign, we’re also partnering with organizations fighting hygiene poverty. So by buying a product, customers not only help the planet but also support a social cause. We’re also developing several new product launches, including a skincare line fully aligned with our philosophy of healthy, plastic-free products. We’re exploring the potential of probiotics in personal care as well, which could represent a new step forward in sustainable cosmetics. Finally, with our team of 45 people, we continue building stores and webshops that reflect a sense of experience and community. Next year, we hope to further expand into the Netherlands.”
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