Zwolle, September 5, 2019, – blue®m is currently celebrating its 10th anniversary. Not only a good time to look back, but also to look forward to the growth path, the organisational structure and critical success factors. For this reason, the board has decided that Nathalie Beck, co-founder and former head of international business development, will take the position of Managing Director.


As of September 1st, Nathalie Beck will be appointed as the new managing director of blue®m, premium oral care. Beck is one of the co-founders of the company and has been associated with blue®m since 2009, the last two years of which full time in the role of head of International Business Development. Prior to this, she was CMO of a legal tech start-up and interim attached to various Dutch insurance companies, such as ANWB Verzekeren, ABN AMRO Verzekeringen and Univé. After studying business economics at the University of Amsterdam, she started her career as a consultant at Accenture and manager of business intelligence at Wehkamp. 
Chief healthy smiles Fokke Jan Middendorp will be responsible for building strategic relationships and will take further steps to drive innovation. 

“With Nathalie in this new role, we can take the next steps in our ambitious growth path. She is very passionate and an absolute professional. With Nathalie as managing director we can take the company to a higher level. She will restructure the organisation and fully prepare to realise the growth strategy. Among other things, the launch of international branding and the further roll-out of the key opinion leader strategy will have the main focus. We are confident that with her expertise and personality we can take this challenging step and further expand the success of our company and the mission of our founding father Dr. Peter Blijdorp internationally.” According to Fokke Jan Middendorp, chief healthy smiles of blue®m.

Nathalie Beck


Nathalie Beck:

“I’m very excited to get started in this new role. There are so many opportunities that lie ahead of us, such as a further expansion of the organisation, optimising business processes and further professionalisation of the cooperation with our (international) business partners. In addition, together with the current team, we will focus even more on adding extreme value to our total blue®m customer experience. This should ultimately result in a big smile, not only externally, but also internally! We call this project BIG SMILE.”

Note to the press:

HR images of blue®m can be downloaded from: 
Press Contact:  Cristel Bredius,, +31 (0)6 26953157

About blue®m

blue®m is the clinically validated premium oral health brand from the Netherland advised by the best dentists and dental hygienists in more than 40 countries. The secret of their formula is the gradual release of oxygen in the mouth. Their products are more than once rewarded as Best product of the year. 

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