van der Waals (vdW) materials consist of individual atomic planes bonded by weak vdW attraction. They display nearly all optical phenomena found in solids, including plasmonic oscillations of free electrons characteristic of metals, light emission/lasing and excitons encountered in semiconductors, and intense phonon resonances typical of insulators. These phenomena are embodied in confined light-matter hybrid modes termed polaritons-excitations of polarizable media, which are classified according to the origin of the polarization. The most studied varieties are plasmon, phonon, and exciton polaritons. In vdW materials, polaritons exhibit extraordinary properties that are directly affected by dimensionality and topology, as revealed by state-of-the-art imaging of polaritonic waves. vdW heterostructures provide unprecedented control over the polaritonic response, enabling new quantum phenomena and nanophotonics applications.