Action's Zenova skincare brand gains recognition

Zenova, the private label skincare and sun protection brand of the Dutch non-food discounter Action, has gained attention after receiving multiple awards from independent testers. The brand offers products such as sunscreens, facial creams, and aftersun lotions at prices starting around two euros, positioning Action in direct competition with traditional drugstores and pharmacies.

Action, founded in 1993 in Enkhuizen, Netherlands, by Gerard Deen and Rob Wagemaker, has expanded significantly under the leadership of CEO Hajir Hajji. The retailer operates more than 3,300 stores across Europe and employs approximately 84,000 people. Since the involvement of investor 3i in 2011, the company has seen rapid growth. Action manages around 70 private labels and introduces roughly 150 new products to its assortment every week.