Natulim

What Natulim does

Natulim, operated by ECOLLIM HOLDINGS S.L. and headquartered in Arenys de Munt, Barcelona, Spain, is a direct-to-consumer subscription e-commerce company that produces and sells plant-based, plastic-free household cleaning products. Its core technology is the Eco-Tira format: concentrated laundry detergent in water-soluble polyvinyl-alcohol strips that dissolve in water at the point of use, eliminating single-use plastic packaging and reducing transport emissions by a claimed 94% versus conventional liquid detergent. The catalogue extends well beyond laundry to include EU Ecolabel-certified 6-in-1 dishwasher tablets, ECOCERT-certified multi-surface powder concentrates with refillable Infinite Bottles, oxygen-based stain boosters, microencapsulated fragrance pearls, and the recently launched Kēr personal care line (shampoo, shower gel, hand soap) with reusable dispensers. The company also markets a hypoallergenic baby-specific detergent line with Dermascore Baby A+ certification.

The business model is subscription-first D2C, sold exclusively through natulim.com (a Shopify storefront) and fulfilled domestically via Correos across Spain. Subscribers receive up to 30% off one-time pricing, choose 30/40/60/90-day cycles, and can pause, modify, or cancel at any time with free shipping on all recurring orders. As of mid-2026 the company reports 90,163 active subscribers, 400,000+ total customer households, 31,469 verified reviews averaging 4.79/5, and 83% retention two years after sign-up. Customer acquisition is driven by content marketing (the Limpieza Moderna blog), SEO, paid social (Meta, TikTok), email/WhatsApp via Klaviyo, and a referral programme called Club Natulim. The customer base is highly fragmented individual consumers; no enterprise or B2B contracts are disclosed. Distribution is currently restricted to Spain, though the company participates in the ICEX-Next export programme with European FEDER co-funding, signaling early international ambition.

Name

Natulim

Legal name

ECOLLIM HOLDINGS S.L.

Website

https://natulim.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Natulim is a Barcelona-based D2C subscription e-commerce company that sells plant-based, plastic-free household cleaning products, anchored by its water-soluble Eco-Tira laundry detergent strips and serving eco-conscious Spanish consumers across multiple cleaning and personal care categories.

Ownership category

akta.pro rank

Product category

Eco-friendly household cleaning products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA)

akta.pro secondary industries

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC), Dishwashing Products (Hand Dish Soap, Automatic Dishwasher Detergents, Rinse Aids) (CRADAKAF)

Keywords

• Eco-friendly laundry detergent
• Biodegradable cleaning products
• Plastic-free household cleaners
• Concentrated detergent strips
• Natural dishwashing tablets

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (One-time): Individual product purchases via the natulim.com e-commerce store. Customers buy individual items or curated packs at full retail price. Payment methods include credit/debit cards, PayPal, Google Pay, Apple Pay, Bizum, and cash on delivery (orders ≥€20.95).
2. Subscription / Recurring Orders: Recurring delivery of products at subscriber pricing (up to 30% discount vs one-time purchase). Subscribers choose frequency (30, 40, 60, or 90 days) and can modify, pause, or cancel at any time. Free shipping on all recurring orders. This is the primary revenue driver and growth engine, with 90,163 households subscribed and 83% retention after 2 years. Club Natulim referral programme generates incremental acquisition.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Natulim manufactures and sells concentrated, plant-based, plastic-free household cleaning products — most notably laundry detergent in dissolvable strip format (Eco-Tiras) — via a subscription-first direct-to-consumer e-commerce store. The portfolio spans laundry care, dishwashing, floor cleaning, fragrance boosters, and personal care, all formulated with biodegradable ingredients and packaged in cardboard to eliminate single-use plastic.

Product overview

Natulim is an ecological cleaning products company offering a portfolio of concentrated, plastic-free cleaning solutions for laundry, kitchen, home cleaning, and personal care. The core product line centers on dissolvable Eco-Tiras (concentrated detergent strips) for laundry in 40 and 360-load formats, supplemented by the Eco Pastillas Lavavajillas 6-en-1 dishwasher tablet line certified with EU Ecolabel. The home cleaning range includes the Flis-Flis system of reusable spray bottles with concentrated powder refills for degreasing, antiscale, glass cleaning, and multisurface use. Personal care is delivered through the Kēr line of natural shampoos, body washes, and hand soaps with reusable dispensers. Supporting products include Oxi White and Oxi Clean oxygen-based boosters, Perlas Perfumadas fragrance pearls, and various maintenance and care kits. All products emphasize plant-based, biodegradable ingredients free from endocrine disruptors, microplastics, and single-use plastic packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Eco-Tiras de Detergente Natulim

Quantifiable outcome

• 400,000+ households use Natulim products
• +7 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Ball CorporationflagshipStrategic or Co-development Partner · 24 February 2026Ball Corporation, a leading global supplier of aluminium packaging, partnered with Natulim to enable adoption of its MEADOW KAPSUL refill system. This system converts Ball-supplied aluminium blanks into pre-filled cartridges for durable, reusable dispensers, forming the foundation of Natulim's closed-loop refill model for personal and home care products. The partnership was recognised with an ADF Innovation Award at Paris Packaging Week 2026. Ball also collaborated with Alcoa Corporation and Unilever on the ELYSIS carbon-free aluminium smelting technology, of which the MEADOW KAPSUL is part.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Ecover: Pioneer in eco-cleaning detergents and household products, now owned by SC Johnson. Overlaps with Natulim across laundry, dish, and multi-surface cleaning with established European retail presence and significantly larger scale.
• Method Products: Design-led eco-friendly household and personal care brand (SC Johnson). Direct overlap with Natulim across dish, multi-surface, and laundry categories, with stronger retail distribution and a broader portfolio at much larger scale.
• Seventh Generation: Leading plant-based household and laundry care brand owned by Unilever. Comparable across laundry detergents and cleaning products, with far larger scale, retail penetration, and marketing budget, including established concentrated formats.

Direct peers

• Tru Earth: Tru Earth pioneered the waterless, plastic-free laundry strip format in Canada. It is the most direct comparable to Natulim's Eco-Tiras, competing in the same product category (concentrated strips), same eco-value proposition, and similar D2C/subscription business model.
• Grove Collaborative: US-based D2C subscription platform for natural household cleaning and personal care products. Direct peer in subscription-led, eco-positioned cleaning across laundry, dish, and home care categories with a similar DTC-first GTM motion.
• Splosh: UK-based D2C subscription eco-cleaning company using refillable bottles with concentrated powder refills. Highly comparable to Natulim's Flis-Flis Infinite Bottle system and overall subscription-led, plastic-free positioning in a European market.

Emerging players

• Bio-D: UK eco-cleaning brand offering plant-based, biodegradable household cleaning and laundry products. Comparable in eco-certifications (e.g., ECOCERT) and sustainability positioning, with smaller scale and more traditional product formats than Natulim.
• CleanCult: US D2C eco-cleaning brand using concentrated refill system with reusable bottles. Comparable in the refillable, plastic-free home cleaning format, competing in similar North American D2C channels rather than Europe.
• Sheets Laundry Club: US-based direct-to-consumer laundry strip brand. Direct competitor in the concentrated laundry strip format, with subscription options and eco-friendly positioning similar to Natulim's Eco-Tiras.

Regional players

• Sonett: German manufacturer of ecological detergents and cleaning agents with ECOCERT certifications. Comparable in eco-credentials and product range (laundry, dish, surface), operating primarily in German-speaking and European markets.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Natulim