What Synergetic does

Synergetic is a Russian manufacturer of eco-friendly household and personal care products, founded in 2011 and headquartered in Nizhny Novgorod. The company develops biodegradable, hypoallergenic formulations built around modern plant-based and natural ingredients, spanning laundry care (gels, powders, capsules, conditioners, stain removers), dish care (tablets, gels, rinses), household cleaning (floor, surface, glass, plumbing cleaners; air fresheners), and personal care (hair, body, facial, oral, intimate hygiene, plus a dedicated baby line including diapers and wipes). The portfolio has been extended through sub-brands including SYNERGETIC Pro Expert (professional hair care with biokeratin/amino complexes), Nature Expert (nature-focused body care), 4fresh HEALTH (vitamins and dietary supplements), and 4fresh beauty, indicating a deliberate push beyond commodity household cleaners into higher-margin adjacent wellness and beauty categories.

The business model is consumer-product retail sold primarily through two channels: the company's own e-commerce storefront (synergetic.ru), which functions as a content-led catalog and brand hub with marketplace redirect links, and third-party marketplaces OZON and Wildberries, supplemented by partner retail stores with a physical-store locator on the website. Unit-based retail pricing is used across multiple volume tiers (0.75L to 5L formats and single-dose capsules), with no subscription or annual pricing publicly disclosed. The company reports approximately 3 million monthly buyers, 8 million bottles shipped annually, and 484,100+ combined social media followers (Instagram, VKontakte), suggesting a high-velocity, mass-market CPG model rather than a premium or niche one. B2B exposure is limited, with the only documented external commercial reference being Synergetic's participation as an investor in Chromologics' €7M funding round in late 2025.

Name

Synergetic

Legal name

ООО «Синергетик»

Website

https://synergetic.ru

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Synergetic is a Russian eco-friendly household and personal care manufacturer selling biodegradable, hypoallergenic cleaning, laundry, baby, and personal care products directly through its own e-commerce site and major marketplaces OZON and Wildberries.

Ownership category

akta.pro rank

Product category

Eco-friendly Household and Personal Care Products

NAICS

Health and Personal Care Retailers (456)

SIC

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

akta.pro primary industry

Fragrance-Free/Hypoallergenic All-Purpose Cleaners (CRAJAMAN)

akta.pro secondary industries

Bar Soap & Syndet Bars (CRABAEAA), Delicates & Specialty Fabric Wash (Wool, Silk, Baby) (CRAJAAAG)

Keywords

• Eco-friendly detergents
• Household cleaning products
• Natural personal care
• Laundry care products
• Baby care cosmetics

Headquarters

HQ city

Nizhniy Novgorod

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer product sales: Synergetic generates revenue through the direct sale of its eco-friendly household and personal care product lines, including laundry care, surface cleaning, dishwashing, body care, hair care, oral care, and baby care products. Sales are conducted through the company's own e-commerce storefront and via marketplace integrations with platforms such as OZON and Wildberries.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Synergetic manufactures and sells eco-friendly household cleaning and personal care products under its own brand. Its portfolio spans laundry care (gels, powders, capsules, conditioners, stain removers), dishwashing (gels and dishwasher tablets), surface cleaners, and a full personal care range including hair care, body care, oral care, and dedicated baby products. The company ships approximately 8,000,000 bottles per year across Russia via its own e-commerce storefront and through major marketplaces such as OZON and Wildberries.

Product overview

SYNERGETIC is a Russian eco-friendly household and personal care brand offering a comprehensive portfolio of concentrated cleaning and personal care products. The product line centers on core laundry care (universal and specialty gels, washing powders, capsules, fabric conditioners, stain removers), dish care (dishwasher tablets, dishwashing gels, rinses), and household cleaning (floor cleaners, bathroom and surface cleaners, air fresheners). Personal care offerings span hair care (shampoos, conditioners, masks including the Pro Expert professional line), body care (shower gels, soaps, scrubs, deodorants), facial care (cleansers, masks, serums, creams), and oral care (toothpastes for adults and children, mouthwashes, toothbrushes). The brand also serves families with dedicated baby care products (diapers, wet wipes, baby cosmetics, baby laundry) and offers vitamins/supplements under the 4fresh HEALTH sub-brand. Products are sold through the company's own catalog and major Russian marketplaces (Ozon, Wildberries), with refill options available to support environmental sustainability.

Differentiator

Problem solved

Functional benefit

Products and services

• SYNERGETIC Laundry Gels (Универсальные гели для стирки) Concentrated liquid laundry detergents available in multiple volume sizes (0.75L to 5L) with various fragrances for all fabric types, sold to general consumers in Russia.
• SYNERGETIC Baby Laundry Gel (Гель для стирки детского белья) Hypoallergenic laundry detergent specifically formulated for children's clothing and sensitive skin, targeted at families with infants and young children.
• SYNERGETIC Washing Powders (Стиральные порошки) Laundry powders including universal formulas and specialty variants for color, white, and delicate fabrics, with a portable stick format offering 100 washes per unit.
• SYNERGETIC Laundry Capsules (Капсулы для стирки) Pre-measured laundry capsules for color fabrics, providing convenient single-dose laundry cleaning.
• SYNERGETIC Fabric Conditioners (Кондиционеры для белья) Fabric softeners available in scents such as Relic Forest (Реликтовый лес), Borderless Ocean (Безкрайний океан), and Magic Orchid (Магическая орхидея).
• SYNERGETIC Stain Removers and Bleach (Отбеливатели и пятновыводители) Oxygen-based stain removers and bleaching agents available in stick format (4-50 washes) and spray format for spot treatment.
• SYNERGETIC Dishwasher Tablets (Таблетки для посудомоечных машин) Dishwasher tablets including the Ultra Power variant and standard formulas for thorough dish cleaning.
• SYNERGETIC Dishwashing Gel (Гель для мытья посуды) Concentrated dishwashing liquid available in multiple scents including Aloe, with volume options up to 5L.
• SYNERGETIC Floor and Surface Cleaners (Средства для мытья пола) Multi-surface floor cleaning solutions including the Gentle Cleanliness (Нежная чистота) variant for various floor types.
• SYNERGETIC Pro Expert Hair Care Line Professional hair care series including Repair Shampoo with biokeratin and amino complex, positioned as premium hair treatment products.
• SYNERGETIC Body Care (Уход за телом) Body wash gels, liquid soaps, solid soaps, body scrubs, hand and body creams, deodorants, and bath salts in various scents.
• SYNERGETIC Oral Care (Уход за полостью рта) Toothpastes for adults and children including Intensive Whitening, Caries Protection, and Sensitive variants; children's toothpastes in flavors like Strawberry-Banana, plus oral rinses.
• SYNERGETIC Baby Care Products (Для малышей) Baby-specific products including wet wipes, toilet paper, baby cosmetics (0+), cleaning products for children's rooms, baby laundry detergent, baby toothpaste, baby toothbrushes, and Pure&Nature diapers.
• 4fresh HEALTH Vitamins and Supplements Vitamins and dietary supplements including Chromium Picolinate, Vitamin B Complex, Vitamin D3 2000 ME, and Vitamin C Sodium Ascorbate, sold under the 4fresh sub-brand.
• SYNERGETIC Gift Sets (Подарочные наборы) Curated gift sets including PRO EXPERT, Coffee Magic, Intense Hydration and Shine, and Maximum Nutrition and Recovery variants for hair care gifting occasions.

Quantifiable outcome

• Nearly 3,000,000 monthly buyers
• +4 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Frosch: German eco-friendly cleaning brand (Werner & Mertz) selling biodegradable detergents, dish products, and household cleaners across Europe including Russia. Closest international direct competitor on eco-positioning and product mix.
• Ecover: Belgian pioneer in plant-based, biodegradable cleaning and personal care products. Comparable on eco-friendly formulation philosophy and broad product portfolio spanning laundry, dish, and body care.
• Seventh Generation: US-based eco-friendly household and personal care brand focused on plant-based, biodegradable cleaning products. Closely comparable on sustainability positioning and category breadth.
• Method Products: US eco-friendly cleaning brand offering biodegradable dish, laundry, and surface cleaners with strong design-led branding. Comparable on eco-positioning and DTC-plus-retail distribution model.
• BioMio: Russian eco-friendly household cleaning and personal care brand offering biodegradable laundry, dishwashing, and body care products. Most direct domestic peer in the same product categories and eco-positioning.
• Meine Liebe: Russian-market eco-friendly household care brand offering concentrated laundry gels, dishwashing products, and cleaners with Nordic-inspired design. Comparable on eco-positioning and Russian consumer targeting.

Broad incumbents

• Procter & Gamble: World's largest household CPG company (Tide, Ariel, Fairy, Mr. Clean, Gillette) with significant Russian market share. Competes broadly across all of Synergetic's categories with much larger scale.
• Unilever (Domestos, Cif, Glorix): Global CPG incumbent with major cleaning brands (Domestos, Cif, Glorix) and personal care portfolio sold in Russia. Competes on adjacent categories but as part of a broad portfolio play.
• Henkel (Persil / Vernel): Global CPG incumbent with major laundry and home care brands (Persil, Vernel, Bref) sold in Russia. Competes head-to-head across categories but as part of a much larger portfolio rather than eco-specialized.

Regional players

• Splat Global: Russian oral care brand with international expansion. Comparable on Russia-origin CPG building a brand outside commodity chemical positioning, though focused specifically on toothpaste rather than household cleaning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/synergetic.eco
• LinkedInlinkedin.com/company/synergetic-ru

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Synergetic