Seep
Seep is a UK-based, female-founded B Corp that designs and sells microplastic-free, compostable household cleaning tools — sponges, scourers, cloths, brushes, gloves and bin liners — direct to consumers via Shopify and through UK retailers including Tesco, Ocado and Selfridges.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Seep does
Seep is a UK-based, female-founded direct-to-consumer brand that designs, manufactures, and sells microplastic-free household cleaning essentials — including dual-sided cellulose-loofah sponge scourers, compressed pop-up cellulose sponges, copper scourers, cellulose-and-repurposed-cotton sponge cloths, lyocell all-purpose cloths, bamboo dish brushes, FSC rubber gloves, and Mater-Bi compostable bin liners — sold both individually and as curated bundles (Eco Cleaning Starter Kit, Eco House Cleaning Kit, Garden Refresh Kit, Dragons' Deal Kit). The company is B Corp certified with the highest B Impact score among cleaning-product companies and positions its products on functional parity with conventional plastic alternatives (Good Housekeeping approved, 4.7/5 across 6,500+ reviews, 89% reporting 4+ week sponge longevity).
Manufacturing is split across jurisdictions aligned to material availability: sponge scourers are produced in BSCI-accredited Chinese factories (loofah is grown in tropical climates), sponge cloths are made in Germany and printed in Sweden with water-based inks, pop-up sponges are produced in the UK, and bin liners use Novamont's Mater-Bi bio-polymer from Italy. The 1–10-person team operates from a London HQ (27 Old Gloucester Street) and runs a multi-channel go-to-market: a Shopify DTC storefront with 3/4/6-month subscription options and a £5/£5 referral programme, complemented by UK retail distribution through Ocado, Tesco, Selfridges, Robert Dyas, Booths, Oxfam, and The Modern Milkman, plus limited international stockists and an affiliate/influencer programme. In November 2023 the company closed a £750K seed round led by Two Magnolias Venture Capital alongside female and impact investors; it followed with a Dragons' Den win and Channel 4 national campaign in 2025, refreshed its mission to a microplastic-focused 10-million-home-by-2035 target, and recertified as a B Corp. The business is private, UK-domiciled, and currently ships only within the UK.
Seep firmographics
Firmographics- Name
- Seep
- Legal name
- Seep
- Website
- https://theseepcompany.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Seep is a UK-based, female-founded B Corp that designs and sells microplastic-free, compostable household cleaning tools — sponges, scourers, cloths, brushes, gloves and bin liners — direct to consumers via Shopify and through UK retailers including Tesco, Ocado and Selfridges.
- Ownership category
- akta.pro rank
Seep industry classification
Industry- Product category
- Eco-friendly household cleaning products
- NAICS
- Broom, Brush, and Mop Manufacturing (339994)
- akta.pro primary industry
- Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable) (CRAJAOAJ)
- akta.pro secondary industries
- Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM), Paper Towels & Napkins (Disposable Wipes) (CRAJAGAH)
Keywords
Where Seep is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Seep business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Direct E-commerce Product Sales: Seep sells its full range of eco cleaning products (sponges, cloths, brushes, gloves, bin liners, kits) directly to consumers via its Shopify e-commerce storefront. Products are sold as one-time purchases or subscription bundles (3/4/6-month cycles). Revenue is generated per transaction with no marketplace commission.
- Retail & Wholesale Distribution: Products stocked in UK retail chains including Ocado, Tesco, Robert Dyas, Booths, Selfridges, and independent stockists. Revenue from wholesale orders to retailers who resell to end consumers.
- Investment Funding: Seep raised £750,000 in 2023 from Two Magnolias Venture Capital (their seventh investment) and other female and impact investors. Funds support business growth and market expansion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single product purchases ranging from £4 to £45 |
| Subscription | Monthly | Subscription at 10% discount with free gift on 2nd order |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Seep product offering
Product offeringCore offering
Seep designs, manufactures, and sells plastic-free and microplastic-free household cleaning products including sponges, scourers, cloths, brushes, gloves, and compostable bin liners made from natural materials such as cellulose, loofah, copper, and bamboo. The company offers its range direct to consumers through its own e-commerce store and through selected UK and international retail stockists.
Product overview
Seep is a UK-based female-founded company offering a comprehensive range of microplastic-free household cleaning products. The core product line consists of eco-friendly sponges and scourers (including Eco Sponge Scourers in 4-pack and 12-pack formats, Eco Pop-Up Sponges, and Eco Copper Scourers), cleaning cloths (Eco Sponge Cloths and Eco All-Purpose Cloths), and complementary cleaning tools (Bamboo Dish Brush, Eco Rubber Gloves, and compostable Bin Liners). These products are sold both individually and in curated bundles such as the Eco Cleaning Starter Kit, Eco House Cleaning Kit, Garden Refresh Cleaning Kit, and Dragons' Deal Cleaning Kit. The company also offers limited edition seasonal products and collaborations like the Summer Stripe Edit and William Morris Society partnership. All products are designed to be plastic-free, compostable or recyclable, and are sourced from sustainable materials including FSC-certified wood pulp, loofah, bamboo, and recycled cotton.
Differentiator
Problem solved
Functional benefit
Products and services
- Eco Sponge Scourers
- Eco Pop-Up Sponges
- Eco Copper Scourers
- Eco Sponge Cloths
- Eco All-Purpose Cloths
- Eco Large Sponge Scourers
- Bamboo Dish Brush
- Eco Rubber Gloves
- Compostable Bin Liners
- Eco Cleaning Kits and Bundles
Quantifiable outcome
- 11,977,615 plastic items saved from going to landfill
- +4 more outcomes
Companies that use Seep
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
Seep technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Seep partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- On A MissioncoreReforestation charity partner through which Seep offsets 3.5 times its carbon emissions. Supports biodiversity and local livelihoods through forest regeneration schemes.
- The Hygiene BankminorCharity partner supporting hygiene product access in communities. Seep donates products or funds to support those in need.
- FoodcycleminorUK charity partner. Foodcycle connects communities by combining surplus food, volunteers, and kitchen spaces to create nutritious meals for people in need.
- Felix ProjectminorLondon-based food waste charity that redistributes surplus food to people experiencing food poverty. Seep partners to support community impact.
- CampminorCharity partner listed on Seep's about page, supporting community and social impact initiatives.
- Amazon Sustainability AcceleratorminorSeep was selected for the Amazon Sustainability Accelerator in 2023, a programme supporting early-stage sustainability-focused businesses with mentorship, resources, and potential retail opportunities.
- Royal MailminorUK delivery partner used by Seep for order fulfilment. Royal Mail has the lowest carbon footprint per delivery due to its unique 'feet on the street' model with over half of parcel routes wholly or partially on foot and 21% zero emission.
Scale indicators9 records
Recent moves5 records
Expansion highlights6 records
Seep competitors and assessment
Company assessmentDirect peers
- Bio-D: UK-based independent company producing eco-friendly, plant-based cleaning products and tools. Closest UK head-to-head to Seep: similar size, similar sustainability positioning, overlapping retail channels, and a comparable female-founded, ethics-led brand narrative.
- Ecover: Belgian pioneer in plant-based, biodegradable cleaning products now owned by SC Johnson. Direct peer with overlapping eco credentials, far broader product portfolio (liquids, powders, tools) and global retail reach that Seep will need to compete against on UK shelves.
- Method Products: Design-led, plant-based cleaning brand (Ecover owner SC Johnson) competing in the same aesthetic-and-sustainability niche. Comparable on target consumer (design-conscious eco buyer) and UK retail presence, though broader category focus on liquid cleaners versus Seep's tools focus.
- If You Care: US/global brand specializing in environmentally friendly kitchen and household products including compostable sponges, paper goods, and cleaning tools. Closest direct peer on the 'microplastic-free cleaning tools' category Seep leads in.
- Full Circle Home: Design-forward sustainable household cleaning tools and accessories brand. Comparable on product format (brushes, sponges, cloths), design-led brand aesthetic, and premium DTC and retail distribution strategy.
Regional players
- Splosh: UK refillable cleaning products brand selling concentrated cleaning formulas and reusable accessories. Comparable UK eco-cleaning positioning and DTC subscription model, but focused on refill liquids rather than physical tools, making it adjacent rather than head-to-head.
Emerging players
- Who Gives a Crap: Australia-founded B Corp selling bamboo paper products and household essentials with a strong sustainability and charitable-giving narrative. Comparable on B Corp positioning, DTC/retail hybrid, and design-led impact branding for the household category.
- Common Good: Independent US brand offering refillable, plant-based cleaning products and accessories. Comparable mission-driven branding and eco-product mix but operating at smaller scale and focused on refillable liquids rather than cleaning tools.
Broad incumbents
- Grove Collaborative: US-listed sustainable household products retailer/brand carrying its own and third-party natural cleaning lines. Comparable DTC sustainability model and eco-product curation, but at vastly greater scale and as a multi-brand retailer rather than single brand.
- Seventh Generation: Established North American plant-based household cleaning brand (Unilever). Comparable eco-positioning and retail distribution at scale, but a broad FMCG incumbent rather than a single-category specialist like Seep.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights7 records
Customer concentration
Seep social profiles
Digital presenceSeep compliance and trust
Trust signalCompliance5 records
Seep financial estimates
Financial estimateRevenue estimate
Valuation estimate
Seep leadership team
Management profileNumber of profiles
Profiles1 record
Seep funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Seep M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Seep
What does Seep do?
Seep designs, manufactures, and sells plastic-free and microplastic-free household cleaning products including sponges, scourers, cloths, brushes, gloves, and compostable bin liners made from natural materials such as cellulose, loofah, copper, and bamboo. The company offers its range direct to consumers through its own e-commerce store and through selected UK and international retail stockists.
Is Seep a public or private company?
Seep is a private company. It is classified as venture growth investor backed and is currently operating.
When was Seep founded?
Seep was founded in 2020. It employs 1 to 10 people.
Where is Seep based?
Seep is headquartered in London, United Kingdom, in the Europe region.
How does Seep make money?
Three revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are retail & Wholesale Distribution and investment Funding.
Who are Seep's main competitors?
Direct peers on record are Bio-D, Ecover, Method Products, If You Care and Full Circle Home. Splosh is listed as a regional player. Emerging players are Who Gives a Crap and Common Good. Broad incumbents are Grove Collaborative and Seventh Generation.
Does Seep have an API?
No public API is recorded for Seep.
What industry is Seep in?
Seep's product category is Eco-friendly household cleaning products. Its primary akta.pro industry code is CRAJAOAJ, Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable), with a secondary code of CRADAKAM, Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills). Its NAICS code is 339994.