Etee
Etee is a Canada-based direct-to-consumer e-commerce company selling 100% plastic-free, plant-based personal care, home cleaning, and food storage products across North America via Shopify, subscriptions, and a wholesale portal.
- Company typePrivate
- Founded2017
- HeadquartersOshawa, Canada
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Etee does
Etee is a privately held, Canada-based direct-to-consumer e-commerce company that designs, formulates, and sells plastic-free, plant-based everyday products across three primary verticals: personal care (skincare, dental, hair, bath and body), home care (dishwashing, laundry, household cleaners), and food storage (beeswax wraps and reusable bags). Its technical differentiation rests on proprietary biodegradable formulations, including compostable pods made from hemp, algae and natural waxes, powder-to-gel concentrate delivery systems that reduce packaging and shipping weight, probiotic cleaners using beneficial bacteria rather than harsh chemicals, and replaceable-head bamboo toothbrush systems. The company ships all orders in plastic-free, commercially compostable packaging (including the tape) from Toronto with tariff-free shipping to US customers and free shipping over $90 across North America.
The business operates three revenue streams: one-time direct product sales via a Shopify storefront, subscription plans delivering every 1-6 months with cancel-anytime flexibility, and a wholesale/B2B portal serving resellers. Pricing spans $5 accessories to $61 kits with bundles up to $135 list, supported by an affiliate/influencer program, rewards points, and content marketing. Customer acquisition is community-driven, primarily through TikTok discovery, Instagram, email, and earned media (Guardian, Time, National Geographic, ABC, GMA, GQ, CBS, NBC). The company reports 12,369+ Judge.me reviews with 4.4-4.9 star ratings across major product lines, indicating strong consumer satisfaction, though no revenue, funding, or headcount data are publicly disclosed.
Etee's leadership includes co-founder Steve Reble, who is publicly visible in customer review responses, suggesting founder-led operations. The company holds no disclosed patents or certifications in the available data, despite emphasizing USDA Organic ingredient sourcing and biodegradable claims. Operating status is active, with ongoing product launches and channel expansion across North America.
Etee firmographics
Firmographics- Name
- Etee
- Legal name
- Etee
- Website
- https://shopetee.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Etee is a Canada-based direct-to-consumer e-commerce company selling 100% plastic-free, plant-based personal care, home cleaning, and food storage products across North America via Shopify, subscriptions, and a wholesale portal.
- Ownership category
- akta.pro rank
Etee industry classification
Industry- Product category
- Sustainable Personal Care and Household Goods
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561), Sanitary Paper Product Manufacturing (322291)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Papers & Allied Products (2600)
- akta.pro primary industry
- Compostable & Biodegradable Disposable Supplies (CRAJAGAK)
- akta.pro secondary industries
- Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC), Eco-Friendly & Plant-Based Dishwashing Products (CRAJABAJ), Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable) (CRAJAOAJ), Compostable & Bio-Based Packaging (PLA/PHA, Starch Blends, Cellulose Films) (IMALAMAB)
Keywords
Where Etee is headquartered
LocationHeadquarters
- HQ city
- Oshawa
- HQ country
- Canada
- HQ region
- North America
Markets served
Etee business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase of individual products and bundles across personal care, home care, and food storage categories. Subscription plans available for automatic deliveries every 1-6 months.
- Subscription Recurring Revenue: Subscription plans that ship products every 1-6 months with ability to cancel anytime. Provides predictable recurring revenue and customer retention.
- Wholesale/B2B: Wholesale channel for retailers and businesses to purchase etee products for resale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single products across personal care and home care categories |
| Unit Pricing | Pay-as-you-go | Bundles and multi-product packs |
| Subscription | Monthly | Subscription plans for automatic delivery |
| Other | Multi-year contract | Wholesale pricing for B2B |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Etee product offering
Product offeringCore offering
Etee designs, formulates, and sells plant-based, biodegradable personal care, home cleaning, and food storage products, including beeswax wraps, shampoo and conditioner bars, toothpaste tablets, dish and laundry concentrates, probiotic cleaners, and bar skincare, all packaged in compostable materials and sold primarily direct-to-consumer through its online store with a wholesale channel.
Product overview
Etee is a zero-waste, plastic-free e-commerce company offering a comprehensive portfolio of sustainable everyday products. The core offering spans multiple categories: Skincare (facial cleansers, moisturizers, sunscreen, vitamin C serum), Dental Care (bamboo and electric toothbrushes, silk dental floss), Hair Care (shampoo bars, conditioner bars, deep conditioner), Bath & Body (body soap bars, deodorant paste, lip balm), Dishwashing (powder concentrates, soap bars, dishwasher detergent), Laundry (concentrated detergent, stain bars, wool dryer balls, washing machine cleaner), Household Cleaners (probiotic all-purpose, floor, window, and toilet bowl cleaners), and Food Storage (beeswax wraps, food bags, sandwich bags). Complementary accessories include glass soap dispensers, cellulose cleaning cloths, and loofie scrubbers. All products emphasize plastic-free packaging, biodegradable materials, and plant-based formulations. The company ships all products in plastic-free biodegradable packaging with a 90-day money-back guarantee.
Differentiator
Problem solved
Functional benefit
Products and services
- Beeswax Food Wraps
Quantifiable outcome
- Products last up to 1 year with regular use (beeswax wraps and food bags)
- +5 more outcomes
Companies that use Etee
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles2 records
Etee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Etee partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Etee competitors and assessment
Company assessmentDirect peers
- Grove Collaborative: Grove Collaborative is a DTC household products brand offering eco-friendly cleaning, laundry, and personal care with subscription delivery. Comparable to etee's broad household category coverage and recurring-revenue GTM.
- Mrs. Meyer's Clean Day: Mrs. Meyer's (owned by SC Johnson) sells plant-derived, cruelty-free household cleaners in mass retail. Overlaps with etee on household cleaning category and eco-conscious positioning, though distributed via major retailers rather than DTC.
- Seventh Generation: Seventh Generation (Unilever) offers plant-based cleaning, laundry, and paper products targeting environmentally conscious consumers. Directly comparable to etee's household cleaning and personal care categories with strong overlap in target buyer.
- Blueland: Blueland sells tablet-based, plastic-free cleaning and personal care products via DTC e-commerce with subscription refills. Directly comparable to etee's powder-to-gel concentrates and reusable packaging model, competing for the same eco-conscious household buyer.
- EcoRoots: EcoRoots is a US-based zero-waste brand selling plastic-free personal care, oral care, and household essentials. Directly comparable to etee's product portfolio across dental, body, and home care categories with similar sustainability positioning.
- Attitude: Attitude is a Canadian-based eco-friendly brand offering natural personal care, baby, and household cleaning products. Comparable to etee on geography (Canadian origin), plant-based formulations, and eco-conscious positioning, though with broader retail distribution.
- By Humankind: By Humankind sells refillable personal care and home cleaning products via DTC with a focus on plastic-free packaging. Comparable to etee's reusable packaging, concentrate-to-bottle systems, and eco-conscious buyer targeting.
- The Laundress: The Laundress specializes in premium, eco-conscious laundry and home cleaning products. Overlaps with etee's laundry detergent and household cleaning lines, both targeting consumers willing to pay premium for sustainable cleaning.
Emerging players
- Bite Toothpaste: Bite sells plastic-free toothpaste tablets and oral care products via DTC. Comparable to etee's bamboo toothbrush and dental floss offering, both targeting zero-waste oral care within the same eco-conscious demographic.
Others
- Abel & Cole (compostable packaging supply): Wrappily provides compostable and plastic-free packaging solutions for retail brands. Comparable to etee as an adjacent/ecosystem player in sustainable packaging technology that underpins the zero-waste value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Etee social profiles
Digital presenceEtee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Etee leadership team
Management profileNumber of profiles
Profiles1 record
Etee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Etee 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 Etee
What does Etee do?
Etee designs, formulates, and sells plant-based, biodegradable personal care, home cleaning, and food storage products, including beeswax wraps, shampoo and conditioner bars, toothpaste tablets, dish and laundry concentrates, probiotic cleaners, and bar skincare, all packaged in compostable materials and sold primarily direct-to-consumer through its online store with a wholesale channel.
Is Etee a public or private company?
Etee is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Etee founded?
Etee was founded in 2017. It employs 11 to 50 people.
Where is Etee based?
Etee is headquartered in Oshawa, Canada, in the North America region.
How does Etee make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Recurring Revenue and wholesale/B2B.
Who are Etee's main competitors?
Direct peers on record are Grove Collaborative, Mrs. Meyer's Clean Day, Seventh Generation, Blueland, EcoRoots, Attitude, By Humankind and The Laundress. Bite Toothpaste is listed as an emerging player. Abel & Cole (compostable packaging supply) is listed as an others.
Does Etee have an API?
No public API is recorded for Etee.
What industry is Etee in?
Etee's product category is Sustainable Personal Care and Household Goods. Its primary akta.pro industry code is CRAJAGAK, Compostable & Biodegradable Disposable Supplies, with a secondary code of CRAJAOAC, Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers). Its NAICS code is 3256 and its SIC code is 2844.