For Kruidvat, inclusion is not a separate topic but a natural part of everyday operations. In a conversation with Zara, our communication intern, Jason Van Roey explains how the company works towards an inclusive workplace and why religious diversity plays an important role.
Diversity often emerges naturally within store teams. Kruidvat operates at the heart of society and therefore attracts people from different backgrounds. The company not only aims to reflect this reality but also to actively strengthen it. Employees should feel at home in the workplace, and customers should be able to recognize themselves in the people assisting them.
“When customers see someone who understands their way of life, they feel more at ease.” This sense of recognition lowers barriers and creates a more personal shopping experience. It also brings practical value, as a diverse team can better respond to different needs, cultural moments, and customer expectations.
In a sector where customer interaction is key, this can also bring challenges. Store employees are sometimes confronted with intolerant reactions. That is why Kruidvat invests in training on verbal and physical aggression, so employees feel more confident handling difficult situations and know how to respond professionally. However, such situations remain exceptional. In practice, Kruidvat mainly observes how diversity creates connection. In almost every team, there is someone who can relate to a customer through language, culture, hair type, skin tone, or religion. This helps customers feel understood more quickly and receive more tailored assistance.
Sometimes customers express a preference not to be helped by someone wearing a headscarf. For Kruidvat, the response is clear: “Everyone should feel welcome. ”This principle applies just as much to employees as it does to customers, and it shapes every interaction in store. When such comments are made, the company chooses dialogue to explain its position, without ever compromising its values. The hijab is also accepted as part of the uniform for employees who choose to wear it.
Inclusion at Kruidvat goes beyond team composition. The product assortment also takes diverse needs into account, such as makeup for different skin tones and hair care for various hair types. These choices make a real difference, as customers only truly feel welcome when they find products that reflect their reality.
This attention also extends to cultural and religious moments. Occasions such as AÏd al-Fitr are becoming more visible in the assortment, for example through tailored gifts and themed products. According to Jason, this recognition contributes to a positive customer experience and a sense of being seen.
Additionally, Kruidvat focuses on physical accessibility. In new store concepts, wider aisles and lower shelves are implemented to make stores more accessible for wheelchair users, parents with strollers, and customers who have difficulty reaching higher shelves. Inclusion is therefore not only about culture or religion, but also about how people experience their environment.
Internally, Kruidvat supports employees through training in communication, collaboration, and handling difficult situations. Attention is also given to generational differences, as more generations than ever are working together in retail. By guiding managers in this, the company aims to foster understanding and improve teamwork.
According to Jason, inclusion starts with listening. Understanding why someone behaves a certain way is essential to creating connection. This approach is deeply embedded in the company culture, where collaboration, enjoyment, and entrepreneurship are central.
Kruidvat also aims to communicate this vision externally. Job postings explicitly state that talent is welcome regardless of background. According to Jason, a diverse team is not an extra but a requirement to remain relevant and successful. At the same time, he acknowledges that each store context may differ, making it important to stay alert and respond quickly when inclusion is challenged.
Diversity not only improves the work atmosphere but also drives innovation. Different perspectives help the company communicate more effectively, better respond to customer needs, and be more creative, especially on social media. Younger employees often bring fresh insights, for example through platforms like TikTok. To support them, Kruidvat combines internal and external training, ranging from customer-focused communication to recognizing well-being signals and handling stress. Vitality and well-being are also part of this broader approach.
When asked what message he would like to share with women wearing a hijab who are considering a career in retail, Jason is very clear: “Dare to apply.” According to him, skills and talent always come first.
As Kruidvat demonstrates, talent comes above all. For women wearing a hijab, this means: take that step.
