Seepje
Seepje is a Dutch sustainable consumer goods company that sells Ecocert-certified, chemical-free laundry and personal care products through its own e-commerce store and Dutch retail partners, targeting health- and environment-conscious consumers in the BeNeLux region and Switzerland.
- Company typePrivate
- Founded2013
- HeadquartersDen Haag, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Seepje firmographics
Firmographics- Name
- Seepje
- Legal name
- Seepje
- Website
- https://seepje.nl
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Seepje is a Dutch sustainable consumer goods company that sells Ecocert-certified, chemical-free laundry and personal care products through its own e-commerce store and Dutch retail partners, targeting health- and environment-conscious consumers in the BeNeLux region and Switzerland.
- Ownership category
- akta.pro rank
Seepje industry classification
Industry- Product category
- Natural Personal Care and Household Cleaning Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industries
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Fabric Softeners & Conditioners (Liquid, Sheets, Beads) (CRADAKAB)
Keywords
Where Seepje is headquartered
LocationHeadquarters
- HQ city
- Den Haag
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Seepje business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Product Sales: Seepje generates revenue through direct sales of natural personal care and cleaning products including laundry detergent, fabric softener, dish soap, shower gel, shampoo, hand soap, and refills. Products are sold as one-time purchases or subscription-style refills through their e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with free shipping threshold |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Seepje product offering
Product offeringCore offering
Seepje develops and sells 100% natural personal care and household cleaning products, including laundry detergent, fabric softener, laundry strips, dish soap, shower gel, shampoo, and hand soap. All products are formulated with Ecocert-certified natural fragrances derived from essential oils and are free from microplastics, SLS, SLES, and synthetic colorants. The company sells directly to consumers via its own e-commerce store and through retail partners primarily in the Netherlands, with expansion plans for Belgium and Switzerland.
Product overview
Seepje is a Dutch sustainable household and personal care brand offering a unified product portfolio centered on natural, chemical-free cleaning and hygiene products. The core product line spans laundry care (Wasmiddel, Wasverzachter, Wasschillen), dish care (Afwasmiddel), and personal care (Douchegel, Shampoo, Handzeep), all formulated with 100% natural fragrances certified by Ecocert and free from microplastics, SLS, and SLES. Supporting the core offerings are add-on modules including refills (Handzeep Navulling, Navullingen) to reduce plastic waste, value packages (Voordeelpakketten) for bundled purchasing, and gift cards (Cadeaukaart). The product line features multiple fragrance varieties for hand soap, including Frisse Vijg, Eucalyptus Rozemarijn, Verse Sinaasappel, and Lavendel Tonka, with hand soap refills available via a 'KLEURENKORTING' (color discount) promotion.
Differentiator
Problem solved
Functional benefit
Products and services
- Wasmiddel (Laundry Detergent)
- Wasverzachter (Fabric Softener) Natural fabric softener designed to complement Seepje's laundry detergent, maintaining the brand's chemical-free household cleaning approach with 100% natural fragrances.
- Wasschillen (Laundry Strips) Concentrated laundry strips that provide a plastic-free, lightweight alternative to liquid laundry detergent, reducing packaging waste for sustainability-minded consumers.
- Afwasmiddel (Dish Soap) Natural dishwashing liquid for household dish cleaning, formulated without microplastics, SLS, and SLES and using 100% natural fragrances, targeted at households seeking natural cleaning alternatives.
- Douchegel (Shower Gel) Natural shower gel for body cleansing, made with 100% natural Ecocert-certified fragrances and free from microplastics, SLS, and SLES for consumers with sensitive skin.
- Shampoo (Natural Shampoo) Natural shampoo for hair care, formulated with 100% natural fragrances and free from microplastics, SLS, and SLES, suitable for consumers seeking chemical-free hair care.
- Handzeep (Hand Soap) Natural hand soap available in multiple fragrance varieties (Frisse Vijg, Eucalyptus Rozemarijn, Verse Sinaasappel, Lavendel Tonka), dermatologically tested, free from microplastics, SLS, and SLES, designed for frequent hand washing.
- Handzeep Navulling (Hand Soap Refill) Refill packs for Seepje hand soap products, enabling consumers to replenish hand soap using reusable packaging and reduce single-use plastic waste.
- Voordeelpakketten (Value Packages) Bundled multi-product value packages that offer savings across Seepje's natural laundry, dish, and personal care lines, designed to encourage trial and repeat purchases.
- Cadeaukaart (Gift Card) Seepje-branded gift cards that allow customers to gift Seepje natural personal care and cleaning products to others.
Companies that use Seepje
Customer profileSegments1 record
Ideal customer profiles1 record
Seepje technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Seepje partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Seepje competitors and assessment
Company assessmentDirect peers
- Sodasan: German natural cleaning and personal care brand offering organic-certified laundry, dish, and body care. Comparable on formulation ethos, European specialty retail distribution, and mid-sized CPG scale.
- Sonett: German manufacturer of natural detergents, dish soaps, and personal care products with a near-identical Ecocert-style formulation philosophy. Highly comparable on product range, sustainability certification, and DTC-plus-retail distribution model.
- Ecover: Belgian pioneer in plant-based, biodegradable cleaning and personal care products. Closest direct peer to Seepje — overlapping categories (laundry, dish, body, hand), similar sustainability positioning, and a more mature Benelux distribution footprint that Seepje is now expanding into.
- Attitude: Canadian natural personal care and cleaning brand with EWG certification. Comparable on natural-ingredient positioning, multi-category household range, and DTC-plus-retail model targeting conscious consumers.
- Bio-D: UK-based independent natural cleaning brand with an Ecocert-style formulation profile and DTC-plus-retail go-to-market. Comparable on mission-driven positioning, multi-category cleaning portfolio, and small-team operating model.
- Faith in Nature: UK natural personal care and household brand with strong sustainability credentials. Overlaps with Seepje on shampoo, shower gel, and hand wash, with similar natural-fragrance differentiation and small-to-mid-sized independent brand structure.
Broad incumbents
- Method Products: Design-led, naturally-derived cleaning and personal care brand with broad global retail distribution (Ecover's parent). Overlaps with Seepje on formulation ethos and category breadth, but operates at a much larger scale with big-box retail dominance.
- Frosch (Werner & Mertz): Established German eco-cleaning brand under Werner & Mertz with broad retail penetration across Europe. Comparable product range (laundry, dish, surface cleaners) and similar natural positioning, but at significantly larger scale and broader geographic reach than Seepje.
- Weleda: Swiss natural personal care and anthroposophic medicine brand with deep European DACH and Benelux distribution. Comparable on natural ingredient positioning and Swiss/DACH foothold Seepje is targeting, though Weleda is a much larger, more established player with a broader wellness portfolio.
Emerging players
- Dr. Bronner's: Family-owned natural soap and personal care company with a strong mission-driven and 'all-in-one' positioning. Comparable on natural formulation ethos and authenticity-led branding, though the product range and channel mix are broader and more international than Seepje's.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Seepje social profiles
Digital presenceSeepje compliance and trust
Trust signalCompliance1 record
Seepje financial estimates
Financial estimateRevenue estimate
Valuation estimate
Seepje leadership team
Management profileNumber of profiles
Profiles2 records
Seepje funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Seepje 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 Seepje
What does Seepje do?
Seepje develops and sells 100% natural personal care and household cleaning products, including laundry detergent, fabric softener, laundry strips, dish soap, shower gel, shampoo, and hand soap. All products are formulated with Ecocert-certified natural fragrances derived from essential oils and are free from microplastics, SLS, SLES, and synthetic colorants. The company sells directly to consumers via its own e-commerce store and through retail partners primarily in the Netherlands, with expansion plans for Belgium and Switzerland.
Is Seepje a public or private company?
Seepje is a private company. It is classified as venture growth investor backed and is currently operating.
When was Seepje founded?
Seepje was founded in 2013. It employs 11 to 50 people.
Where is Seepje based?
Seepje is headquartered in Den Haag, Netherlands, in the Europe region.
How does Seepje make money?
One revenue line is on record: product Sales.
Who are Seepje's main competitors?
Direct peers on record are Sodasan, Sonett, Ecover, Attitude, Bio-D and Faith in Nature. Broad incumbents are Method Products, Frosch (Werner & Mertz) and Weleda. Dr. Bronner's is listed as an emerging player.
Does Seepje have an API?
No public API is recorded for Seepje.
What industry is Seepje in?
Seepje's product category is Natural Personal Care and Household Cleaning Products. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments). Its NAICS code is 32561 and its SIC code is 2840.