grüum

What grüum does

grüum is a UK-based direct-to-consumer personal care and lifestyle brand founded by four co-founders and headquartered in Stockport, operating across the United Kingdom, Ireland, France, Germany, and the Netherlands. The company sells 100% plant-based, vegan, cruelty-free skincare, hair care, body care, sun care, shave, beard, and fragrance products organized into 20+ sub-brands (skyda, botanisk, såpa, hår, öka, klar, mirakel, pür, fläcka, gro, kultur, lodder, glös, kyra, puls, leif, björn, bard, harvekst) unified under a single brand portfolio, with prices generally between £5 and £18 per item. Its core technology is a refillable, zero-waste packaging system using reusable glass bottles paired with 30ml concentrate refills that consumers reconstitute at home, reducing single-use plastic across both personal care and the Fletcher & Moss sub-brand in plant-based home cleaning.

The business model combines one-time e-commerce purchases with three subscription layers: (i) Subscribe & Save offering 12–50% off recurring deliveries on individual products, (ii) grüum Discovery Club quarterly boxes containing 6 full-sized products worth £60+, and (iii) the Fletcher & Moss 90-day cleaning concentrate plan at 65% off RRP. Distribution is exclusively DTC via gruum.com, a dedicated Fletcher & Moss microsite, and native iOS/Android apps with push-driven promotions; no physical retail or marketplace presence is indicated. Customer acquisition is driven by earned media (features in GQ, The Guardian, Stylist, Esquire, Hello!, Attitude, Stuff, Wallpaper, Shortlist, HuffPost, Grazia, This Morning), cross-promotions with MyProtein and Sky TV, social channels (Instagram, Facebook, X, TikTok), and email.

The company is privately held with no disclosed venture funding, no parent company, and no disclosed revenue or headcount. Management team information is not present in available data. Operationally, it is supported by a standard DTC commerce stack (Stripe, Cloudflare, Google Analytics, Mixpanel, TikTok Pixel, DataDog, Reviews.io) and reports 25,000+ customer reviews with a 4.72/5 average rating on its own storefront. Strategic activity in 2025 has been concentrated on category extension (Fletcher & Moss home cleaning), channel expansion (mobile apps), and recurring-revenue deepening (Discovery Club, deeper subscription discounts).

Name

grüum

Legal name

grüum

Website

https://gruum.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

grüum is a UK-headquartered direct-to-consumer beauty and personal care brand selling 100% plant-based, refillable, zero-waste skincare, hair care, body care, and home cleaning products across 20+ sub-brands via its own e-commerce site, subscription programs, and iOS/Android apps to consumers in the UK, Ireland, France, Germany, and the Netherlands.

Ownership category

akta.pro rank

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of skincare, hair care, body care, and other personal care products through their e-commerce platform
2. Subscription & Save: Recurring monthly, bi-monthly, or quarterly subscription deliveries offering 12-50% discounts on products. Customers can subscribe to individual products or curated Discovery Club boxes.
3. Fletcher & Moss Cleaning Subscription: Quarterly subscription plan for home cleaning products offering 65% savings, includes concentrates, glass bottle for life, and bamboo cloth delivered every 90 days

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

grüum designs, manufactures and sells plant-based, vegan and cruelty-free personal care products directly to consumers through its own website and mobile apps. The portfolio spans skincare, hair care, body care, sun care, beard care and aromatherapy under multiple product sub-brands (skyda, botanisk, såpa, hår, öka, etc.), with a Subscribe & Save subscription program offering up to 50% discounts. The company also operates the Fletcher & Moss sub-brand for refillable, plant-based home cleaning concentrates sold via a quarterly subscription.

Product overview

grüum is a direct-to-consumer skincare and personal care brand offering a multi-category product portfolio built around sustainability and natural ingredients. The offering consists of multiple sub-brands including skÿda (sunscreen), botanisk (facial oils), såpa (body bars), puls (aromatherapy), hår (hair care bars), glôs (conditioner bars), öka (gel serums), kÿra (face wash), mirakel (multi-purpose balm), klår (facial cleansers), pür (moisturisers), fläcka (spot treatments), and gro (lash/brow serums), all unified under the grüum umbrella. The core platform includes a subscription program (Subscribe & Save) offering up to 50% savings, the grüum Discovery Club quarterly box (£60+ value), and a dedicated mobile app for iOS and Android. Additionally, grüum operates Fletcher & Moss as a separate sub-brand for plant-based home cleaning products with refillable glass bottles and a subscription model. Products span skincare, body care, hair care, sun care, self-care, shave, beard, kids, home/fragrance, and accessories categories, with many items available in zero-waste and vegan formulations.

Differentiator

Problem solved

Functional benefit

Brands

• Fletcher & Moss: Sustainably crafted, refillable and 100% plant based cleaning concentrates designed for home cleaning, launched by four friends from Manchester
• skyda
• botanisk
• såpa
• puls
• hår
• glôs
• öka
• kÿra
• mirakel
• klår
• pür
• fläcka
• gro
• lodder
• kultur
• grüum Discovery Club
• leif
• björn
• bard
• harvekst

Products and services

• skÿda SPF50 Daily Defence Lotion 50ml

Quantifiable outcome

• 4.72/5 customer rating from 26,373 reviews
• +3 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

Integration10 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Reviews.iocoreTechnology or IntegrationCustomer review platform integration for displaying 26,373 reviews with 4.72/5 rating on the grüum website, providing social proof and credibility for prospective customers
• StripecoreTechnology or IntegrationPayment processing infrastructure enabling secure credit card transactions on the website without storing credit card information
• CloudflarecoreTechnology or IntegrationWebsite security and bot protection services (cf.turnstile) to distinguish between human visitors and bots
• TikTokminorGTM or Marketing PartnerSocial media marketing partnership for tracking user interactions and serving targeted advertisements through TikTok platform
• YouTubeminorGTM or Marketing PartnerEmbedded video content integration for product demonstrations and marketing content
• MyProteinminorGTM or Marketing PartnerCross-promotional partnership where grüum products are offered as freebies/bundles with MyProtein orders
• Sky TVminorGTM or Marketing PartnerPromotional partnership offering grüum product bundles/sets as part of Sky TV promotional offers

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wild: UK-based DTC refillable deodorant and personal care brand built around sustainability and the same refillable natural-deodorant proposition. Closest direct competitor to grüum in the UK refillable personal care space.
• Faith in Nature: UK natural personal care and cleaning brand with plant-based, vegan formulations. Comparable to Fletcher & Moss on cleaning and to grüum on body care, with overlapping sustainability positioning.
• Ecover: Plant-based, eco-friendly cleaning products brand. Direct comparable to Fletcher & Moss sub-brand on home cleaning concentrates and sustainable formulation.

Broad incumbents

• Lush: Established UK clean beauty and personal care brand offering handmade, natural ingredient products with strong ethics positioning. Larger and more mature, but competes in the same UK natural personal care category.
• The Body Shop: Global natural-ingredient beauty and personal care retailer with strong ethical positioning. Comparable on clean beauty values but operates at much larger scale with physical retail footprint.
• Dr. Bronner's: Established natural-ingredient personal care brand with plant-based, vegan formulations. Comparable on product ethos and ingredient philosophy, though broader product range and US-anchored.
• Method Products: Eco-friendly home and personal care brand with plant-based, beautifully designed cleaning products. Comparable to Fletcher & Moss on plant-based cleaning and design-led packaging.

Emerging players

• Beautycounter: Clean beauty DTC brand focused on non-toxic personal care formulations. Comparable on the clean-beauty value proposition and subscription model, though operates primarily in the US market.
• Saturee: DTC refillable skincare brand offering concentrates and refillable packaging. Highly comparable on the refillable concentrate model and direct-to-consumer skincare subscription approach.
• Olio: Refillable home and personal care brand with sustainability focus. Comparable on zero-waste refillable packaging and circular product design philosophy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gruum_hq
• Facebookfacebook.com/gruumHQ
• Instagraminstagram.com/gruum_hq
• TikToktiktok.com/@gruum_hq

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 grüum