What Treaclemoon does

Treaclemoon is a German personal care brand owned and operated by Vendoleo GmbH, a privately held company headquartered in Planegg near Munich. Founded in 2011, the company develops and markets vegan, cruelty-free shower creams, bath foams, body exfoliation products, and hand creams, with each product positioned around a distinctive fruity or floral fragrance experience. The company's underlying technology is centered on fragrance development and formulation, having tested 400 fragrances and incorporated 16 fruit-based scent ingredients across its portfolio. Specialized formulations extend to the treaclemoon KIDS line (launched 2024) for children aged 3 and above, with dermatologically tested, vegan ingredients. Sustainable packaging using recycled plastic (25%/50%/100% variants) is also part of the product technology stack, achieving annual plastic savings of 29.4 tonnes.

The business model is exclusively indirect retail: Treaclemoon generates revenue by selling finished personal care products through three German drugstore chains — dm-drogeriemarkt (primary partner, offering exclusive travel sizes), Müller, and Budni — with no disclosed direct-to-consumer e-commerce channel. Pricing is not publicly disclosed, and the customer base consists entirely of retail distributors rather than end consumers. Marketing is brand-led and product-led, executed through organic social channels (Instagram, Facebook, YouTube, X/Twitter) and a content/website blog, emphasizing humor, color, and the fragrance experience.

The company operates with a lean organization of 1-10 employees and an average team age of 33, with three managing directors (Ralf Meier as Geschäftsführer, alongside Bart Hullegie and Roel Sleenhof at the Vendoleo GmbH level). There is no evidence of external investors, venture capital, or private equity backing; ownership appears to be founder/management-held. The company has accumulated PETA cruelty-free verification and won the PETA Vegan Beauty Award 2022, and has donated approximately €140,000 to children's charities since founding. Geographic reach is currently restricted to Germany, despite operating_geographies data referencing Europe.

Name

Treaclemoon

Legal name

Vendoleo GmbH

Website

https://treaclemoon.de

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Treaclemoon is a German vegan personal care brand selling scented shower creams, bath foams, exfoliators, and hand creams exclusively through three drugstore chains (dm, Müller, Budni), serving adult consumers and children aged 3+.

Ownership category

akta.pro rank

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Personal Care Products Sales: Treaclemoon generates revenue through the sale of branded personal care products including shower creams, bath foams, body peels, and hand creams through retail drugstore partners.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Treaclemoon designs, develops, and sells vegan, dermatologically tested personal care products including scented shower creams (Duschcremes), bath foams (Badeschäume), body peels, hand creams, travel sizes, and a dedicated KIDS line for children aged 3+. Products are sold exclusively through German drugstore retailers (dm, Müller, Budni), with each SKU built around distinctive signature fragrances derived from tested scent combinations.

Product overview

Treaclemoon is a vegan body care brand specializing in scented shower creams, bath foams, body exfoliation, hand care, and a dedicated KIDS line for children aged 3+. The product portfolio centers on fragrance experiences, with each product featuring distinctive fruit, flower, or exotic scents. The brand emphasizes colorful, playful branding with products available primarily through German drugstores (dm, Müller, Budni). Sustainability initiatives include using recycled plastic in packaging.

Differentiator

Problem solved

Functional benefit

Brands

• treaclemoon KIDS: Vegan product line for small bath fans aged 3 and above, specially developed for delicate children's skin with extra foam, color-changing water, and fruity fragrances.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

One partnership is on record.

• Vendoleo GmbHcoreOthers · 1 January 2011Treaclemoon is a brand owned by Vendoleo GmbH, established in 2011. Vendoleo operates as the parent company managing the treaclemoon brand and its product development, manufacturing coordination, and distribution partnerships.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• CeraVe: L'Oréal-owned skincare brand with a growing bath and body line (shower oils, body wash) sold through German drugstores. Comparable to Treaclemoon on dermatologically tested, gentle-formulation positioning in the body cleansing category.
• The Body Shop: Global bath and body care brand built on cruelty-free, vegan, and ethical sourcing positioning. Closely comparable to Treaclemoon on product category (bath and body), values (vegan, PETA-aligned), and ethical consumer targeting in the mass beauty channel.
• Lush: Fresh, hand-made bath, body and skincare brand with strong cruelty-free, ethical sourcing, and sustainability credentials. Directly comparable to Treaclemoon on bath-category focus, sustainability narrative, and vegan/cruelty-free consumer base.
• Fa: Henkel-owned shower and deodorant brand with strong German drugstore distribution. Comparable to Treaclemoon in the shower gel category and drugstore channel, though positioned as a mass-market incumbent rather than a vegan/premium brand.
• Balea: dm-drogeriemarkt's flagship private label offering shower gels, bath products, and body care at value price points. Directly competes with Treaclemoon on the same dm shelf at lower prices — the most direct channel-overlap competitor.
• Weleda: Natural cosmetics and body care brand with strong credentials in plant-based, vegan-friendly, and sustainable formulations. Comparable to Treaclemoon on natural/clean beauty positioning in the body care category.
• Kneipp: German heritage bath and body care brand focused on natural, plant-based ingredients. Comparable to Treaclemoon as a German brand in the bath category with natural positioning and drugstore distribution.

Broad incumbents

• Dove: Unilever-owned global body care brand with strong presence in German drugstores. Comparable to Treaclemoon on the shower/body category and mass-market drugstore distribution, though positioned as a broader beauty incumbent rather than a focused vegan brand.
• Nivea: Beiersdorf-owned German personal care giant with a broad body care portfolio including shower, bath, and body lotions. Overlaps with Treaclemoon on category and German drugstore distribution but operates at vastly larger scale across many sub-categories.

Regional players

• Yves Rocher: French natural beauty brand with significant European distribution including Germany. Comparable to Treaclemoon on botanical/natural positioning in body care, though primarily operates through its own retail stores rather than drugstores.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/treaclemoon
• Facebookfacebook.com/treaclemoondeutschland
• Instagraminstagram.com/treaclemoon

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Treaclemoon