Sence

Sence is a Dutch personal-care and beauty brand established in 2010 [1] and headquartered in Oud-Beijerland, in the Netherlands [2]. It is a private-label line owned by Topbrands Europe BV, an international consumer-goods wholesaler based in the same town [3]. The brand covers an unusually broad slice of everyday routine — skincare, sheet masks, body care, dental, hygiene and home fragrance among them — and positions itself around affordability rather than prestige.

Sence is sold primarily through retailers rather than a direct online store; the company points shoppers to its stockists and handles new listings through a business-to-business sales channel [4]. According to the brand, its products reach markets across Europe, the Middle East and select regions in Asia, Africa and the Caribbean [4].

Sence was created in 2010 as a beauty and self-care brand, with a stated aim of helping people "feel confident in their own skin" through caring, affordable and good-quality products [1]. No individual founders are named on the brand's own materials, which is consistent with its nature as a private-label range rather than a founder-led house.

The brand belongs to Topbrands Europe BV, a fast-moving consumer-goods trader founded in 2002 [5]. Company materials list Sence's parent under the name "Sence by Topbrands Europe BV" [6]. Topbrands describes itself as an A-brands trader that also develops private-label and licensed lines; press listings credit Bert Boersema as its founder [5]. The parent operates from Oud-Beijerland with branch offices in several European countries, reports a 2025 turnover of 475 million euros, and says it trades in more than 65 countries [5]. In June 2024 Topbrands acquired Tastemakers BV, part of a wider portfolio that spans personal care, home care, perfume, cosmetics and confectionery [5].

Sence's range is organised into everyday categories rather than a narrow specialism. Its skincare assortment includes face sheet masks, a vitamin C face serum and colour-changing lip balms [7], alongside body lotions, razors and mists, dental essentials, hygiene items and home accessories such as reed diffusers. Recurring products include a coconut sheet mask and the "Sence Everyday" line, and the brand releases seasonal items including advent calendars.

The positioning is deliberately mass-market. The company frames self-care as "easy and fun" and describes its products as affordable options suitable either as a gift or a personal treat. Its stated mission is to make beauty and self-care "accessible, affordable, and of good quality," and it uses the tagline "There to amaze you." Pricing sits at the drugstore tier rather than the premium end of the market.

Sence sets out a set of sustainability commitments centred on packaging and sourcing. The company says it aims to use as little plastic as possible, to incorporate the highest feasible share of recycled materials, and to rely on FSC-certified cardboard, while acknowledging that not every product is yet plastic-free. It also describes efforts to cut shipping emissions through smarter pallet planning.

On ethics, the brand states that its products are not tested on animals, noting that animal testing for cosmetics is banned in the European Union, and that the majority of its range is vegan and marked with a vegan logo. It identifies itself as a partner of the Business Social Compliance Initiative (BSCI) and says it requires factories it works with to provide social-compliance audit reports meeting BSCI or comparable standards.

Sence has limited independent editorial coverage. The ingredient-safety database SkinSAFE lists a selection of Sence products with allergen-safety ratings in the 82–91 range, placing them in its "Sensitive" and "Mildly Sensitive" tiers [8]. No major awards or prestige press coverage are documented in available sources.

Sence is an active brand. Its multilingual website — in Dutch, English, French and German — carries a 2026 copyright, its business-to-business sales channel is open, and it maintains a presence on Instagram, TikTok, Facebook and YouTube [1]. As a private-label range under a large wholesaler, it operates on a mass-market, retailer-driven model rather than through prestige marketing.