The UK and EU made agreements, just like they did with Norway and Switzerland. However these agreements don’t effect the shipments for private individuals.
So yes, for importing goods from the UK you have to pay duties and VAT. In the Netherlands it works like this. Declare a value lower than €22 then you won’t have to pay duties and VAT on import. From €22 until €150 no duties only VAT. Everything above duties and VAT
Mostly the problem is the intellectual property right that causes problems when importing, but with reps getting better that issue is also gone. The other problem is now paying duties and VAT over a few K since customs think it’s the real deal...
There is also an option to declare your product as a gift, for gifts no duties and VAT have to be paid on import. But also this value is limited to a certain amount.