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Who we are

At the Soap team, doctors, surgeons, skin therapists, and assistants are employed, who are always up to date with the latest techniques and treatments. We would like to introduce our team to you.

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Our mission

Soap is a high-quality beauty brand for everyone. Our mission is simple: to source the best treatments, medical innovations, products, and the latest beauty trends from around the world and make them accessible. For everyone.

Spuistraat Soap

It started in 2005

Sisters Esther Litjens-Meijer and Stephanie Litjens opened the very first Soap Treatment Store on Spuistraat in Amsterdam in 2005. It was an immediate success. So successful, in fact, that the second location on Van Baerlestraat in Amsterdam South and the stores in The Hague, Rotterdam, Eindhoven, and Utrecht soon followed.

The vision was already clear back then: the best treatments, the best people, under one roof. Accessible to everyone.

Beauty treatments & injectables: under one roof

As botulinum toxin treatments and fillers became increasingly popular, Esther and Stephanie heard the same wish from clients more and more often: to look fresher and more rested, without anyone being able to pinpoint exactly why. Many clients did want a fresher face and a more rested appearance, but absolutely did not want to feel like they looked “done” or overtreated.

That is why Soap wanted to do things differently. And so Doctors at Soap was born. Along with this came the No Trace Face® technique: a treatment method where naturalness always comes first. The result is fresh, soft, and refined. No one can tell that you have been treated, only that you look more rested and radiant. The treatments were allowed to refresh the face and perhaps subtly rejuvenate it, but never to change it. And they were to be performed exclusively by carefully selected, well-trained doctors.

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Our philosophy

Stay fresh and natural thanks to our No Trace Face® technique

At Soap, we find it super important to treat you in such a way that you look fresher, more rested, and a touch younger, but never treated. That's why all our experts work according to the No Trace Face® techniques we developed.

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Soap Clinics: surgery as well

In 2025, Soap added surgery to the menu. Not without reason. With a carefully assembled team of plastic surgeons that stands for the same precision and quality that Soap has always offered. At Soap Clinics, you can come for eyelid corrections, brow lifts, labia corrections, and more. Performed by plastic surgeons in fully equipped outpatient operating rooms, supported by experienced assistants.

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and be treated straight away if desired.

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16 locations. One standard.

There are now 16 Soap locations in the Netherlands, including 4 Soap Clinics for medical aesthetic procedures.

At Soap, you can visit us daily for the best facials, manicures, and pedicures performed by our super professional Soap Specialists. Soap Clinics makes all high-quality medical treatments accessible to a wide audience. Plastic surgeons are present daily for minor surgical procedures, such as eyelid corrections. Injectable treatments, such as botulinum toxin and fillers, are performed by the best cosmetic doctors. Additionally, you can visit specially trained doctors for the most effective medical weight loss programs. Furthermore, the best-performing skin therapy treatments are offered by the most highly trained skin therapists.

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