ecover

What ecover does

Ecover is a Belgian-founded, zero-waste cleaning products manufacturer established in 1979 and currently operating as a wholly-owned subsidiary of SC Johnson. The company designs, manufactures, and sells plant-based, biodegradable household cleaning products including laundry detergents and capsules, washing-up liquids, dishwasher tablets, household surface cleaners, and hand soaps, with manufacturing centralised at a TRUE Platinum Zero Waste certified factory in Malle, Belgium that diverts 99.1% of solid waste from landfill. Its core chemistry centres on eco-surfactants developed from sugar fermentation rather than petroleum inputs, a platform innovation introduced in 2009 that underpins the brand's differentiation against conventional cleaning brands. Packaging innovation runs in parallel — 100% post-consumer recycled plastic bottles, 100% bio-based laundry capsules, and plastic-free wrapper coatings on dishwasher tablets.

Ecover's commercial model is a multi-channel consumer goods business selling primarily to UK and European households. Revenue is generated through direct-to-consumer e-commerce (ecover.com with subscription options and free shipping over £40), mass retail via major UK supermarket chains, the Amazon marketplace (joined the Ships in Product Packaging program in late 2023), independent health food stores through the ECOVER Essential sub-brand in mainland Europe, and a circular-economy distribution network of 700+ UK refill stations where bottles are designed for 50+ reuse cycles. Unit pricing spans £2.50 for 450-500ml cleaners to £32 for 5L concentrated laundry refills, with 5L refills delivering up to 48% plastic reduction versus standard formats. The customer base is fragmented across eco-conscious consumers, sensitive-skin users (served by the Ecover Zero sub-brand with Allergy UK accreditation), and mainstream household shoppers.

The company differentiates through a stack of independent third-party certifications (Leaping Bunny, Allergy UK, ECOCERT, Nordic Swan, Carbon Neutral, RSPO), 46+ years of green-science heritage recognised by the UN Global 500 Roll of Honour (1993) and Time Magazine's Eco Pioneers (2008), and a continuous product innovation cadence. Sub-brands target distinct use-cases: Ecover Zero for sensitive skin, and ECOVER Essential for the European health food trade. Marketing emphasises behavioural-change campaigns (Refillution, Laundry Against Landfill, #LetsLiveClean) developed in partnership with City To Sea, Charity Supermarket, WaterAid, and influencers such as Lily Cole.

Name

ecover

Legal name

Ecover

Website

https://ecover.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

Ecover is a Belgian-founded, SC Johnson-owned manufacturer of plant-based, biodegradable laundry, dish, household, and personal care cleaning products, sold to UK and European consumers through e-commerce, supermarkets, Amazon, and 700+ refill stations.

Ownership category

akta.pro rank

Product category

Eco-Friendly Household Cleaning Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

All-Purpose Eco Cleaners (CRAJAOAA)

akta.pro secondary industries

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC), Eco-Friendly Bathroom & Toilet Cleaners (CRAJAOAE), Eco-Friendly Specialty Cleaners (Oven, Degreasers, Limescale, Metal) (CRAJAOAK), Eco-Friendly Household & Zero-Waste Refill Stores (CRAHAEAG), Eco-Friendly Concentrates, Refills & Packaging Systems (CRAJAOAL)

Keywords

• Eco-friendly cleaning products
• Biodegradable household detergents
• Plant-based laundry care
• Refillable cleaning supplies
• Zero-waste cleaning brand

Headquarters

HQ city

Richmond

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Ecover sells directly to consumers through its e-commerce website (ecover.com) with subscription options, offering free shipping on orders over £40. This is a primary revenue channel with recurring purchase potential through subscription management.
2. Retail and Supermarket Sales: Ecover products are sold through major UK supermarkets and independent health food stores. The ECOVER Essential sub-brand launched in 2017 specifically for the health food trade in mainland Europe.
3. Amazon Marketplace: Ecover sells through Amazon's platform with reduced packaging via the Ships in Product Packaging program, contributing to e-commerce revenue streams.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Ecover manufactures and sells plant-based, biodegradable household cleaning products, including laundry detergents and capsules, washing-up liquids, dishwasher tablets, toilet and surface cleaners, and hand soaps, sold under the Ecover, Ecover Zero, and ECOVER Essential sub-brands. The company sells directly to consumers through its UK e-commerce site with subscription options, plus major UK supermarkets, Amazon UK, independent health food stores in mainland Europe, and a network of 700+ UK refill stations enabling bottle reuse.

Product overview

Ecover is a sustainable cleaning products company offering eco-friendly laundry detergents, dishwashing liquids, household cleaners, toilet care, and personal care products. The portfolio includes six main product lines: Laundry (capsules, liquid detergents, fabric softeners), Dishwashing (washing-up liquids, dishwasher tablets), Household (surface cleaners, toilet cleaners, bathroom cleaners), Personal Care (hand soaps), Ecover Zero (fragrance-free formulations for sensitive skin), and Refills (bulk sizes reducing plastic). Key products include Bio Laundry Capsules (75% bio-based, carbon neutral certified), Power Washing-Up Liquid (most powerful formula, dermatologically tested), Wrapper-Free Dishwasher Tablets (plastic-free coating), and the Zero Range (Allergy UK approved). The company pioneered green science over 46 years ago with its first phosphate-free formula and continues to focus on biodegradable ingredients, recyclable packaging, and zero-waste manufacturing.

Differentiator

Problem solved

Functional benefit

Brands

• Ecover Zero: Fragrance-free and colourant-free product range formulated to minimize the risk of allergies, approved by Allergy UK.

Products and services

• Ecover Laundry Range
• Ecover Bio Laundry Capsules Liquid laundry detergent capsules (34-count packs) effective in cold water with upcycled fragrances and colorfast technology, in a 75% bio-based formula using 54% less plastic per wash.
• Ecover Dishwashing Range Washing-up liquids and dishwasher tablets, including wrapper-free options, formulated to be tough on grease and gentle on hands, for everyday dish care.
• Ecover Power Washing-Up Liquid Brand's most powerful washing-up liquid formula yet, pH-neutral, dermatologically tested, enriched with bergamot and sage scent, in a bottle made from 100% recycled plastic from the zero-waste factory.
• Ecover Wrapper-Free Dishwasher Tablets Dishwasher tablets with plastic-free coating, eliminating traditional plastic wrappers for more sustainable packaging, available in All-In-One Power, standard and Zero (unscented) variants.
• Ecover Zero Range Fragrance-free, colour-free household cleaning range approved by Allergy UK, designed to minimise the risk of allergies, covering laundry liquid, washing-up liquid, hand soap and multi-action spray.
• Ecover Household Cleaners Surface cleaners, toilet cleaners, bathroom cleaners, and limescale removers made with biodegradable ingredients and naturally derived fragrances for everyday home cleaning.
• Ecover Power Toilet Cleaner Fast-acting toilet cleaner that decalcifies, freshens and cleans 10x faster than the standard formula, made without dyes or bleach from naturally derived, biodegradable ingredients.
• Ecover Personal Care (Hand Soap) Hand soaps with skin pH neutral formulations, available in scented and Zero fragrance-free variants for sensitive skin.
• Ecover Refills Bulk refill products in 5L and 15L sizes reducing plastic packaging by up to 48% compared to standard bottles, available for washing-up liquid, laundry detergent, toilet cleaner, and hand soap.
• Sensitive Washing Up Liquid (Lemon & Aloe Vera) Washing-up liquid made with biodegradable ingredients, tough on grease and kind on hands, Good Housekeeping Institute approved 2024, available in Lemon & Aloe Vera scent.
• ECOVER Essential Sub-Brand Sub-brand launched in 2017 for the health food trade in mainland Europe, featuring 100% naturally derived fragrances and ECOCERT certification, for distribution through independent eco-retailers.

Quantifiable outcome

• Bottles can be reused at least 50 times through the refill program
• +8 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SC Johnson (Parent Company)coreOthers · 1 January 2025Ecover is owned by SC Johnson, a global consumer goods company. SC Johnson has implemented circular economy innovations across its brands including perforated shrink sleeves on Duck products, wrapper-free dishwasher tablets from Ecover, reduced packaging through Amazon partnership, and refill programs across Mrs. Meyer's, method, and Ecover brands. SC Johnson used more than 17,000 metric tons of post-consumer recycled material in 2024.
• Charity SupermarketcoreStrategic or Co-development Partner · 1 January 2024Ecover collaborated with Charity Supermarket on 'The Chair' anti-waste campaign in 2024, asking people to wear their clothes over and over then wash with Ecover. Charity Supermarket provides a platform for surplus fashion to find new homes, aligning with Ecover's waste reduction mission.
• Lily ColeminorStrategic or Co-development Partner · 1 January 2024Ecover collaborated with model and entrepreneur Lily Cole on the 'The Chair' anti-waste campaign in 2024 to help people wash better and waste less, leveraging Lily Cole's environmental activism profile and brand reach.
• AmazoncoreChannel Partner/ Reseller/ Distributor · 1 January 2023Ecover joined Amazon's Ships in Product Packaging program in late 2023 as part of SC Johnson's broader initiative across multiple brands. The partnership has enabled 58 metric tons less paper and 4 metric tons less plastic usage, reducing unnecessary packaging in e-commerce logistics.
• WaterAidminorStrategic or Co-development Partner · 1 January 2008In 2008, Ecover partnered with WaterAid to raise awareness around water usage through an on-pack promotion and free water care pack including a hippo water saver for toilets. Ecover also helped fundraise for WaterAid's life-saving water projects around the world.
• City To SeacoreStrategic or Co-development PartnerEcover partners with City To Sea on World Refill Day initiatives and broader refill advocacy campaigns. City To Sea is a UK-based environmental organisation campaigning to stop plastic pollution at its source, making it a natural strategic fit for Ecover's Refillution mission.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bio-D: Bio-D is a UK-based manufacturer of eco-friendly, vegan, and cruelty-free cleaning products with strong sustainability credentials. Direct competitor in the UK market with overlapping product categories including laundry, dishwashing, and household cleaners.
• BioMio: BioMio offers eco-friendly laundry detergents and household cleaners with plant-based ingredients and biodegradable formulas. Competes in the same eco-cleaning category with similar pricing and target consumers seeking non-toxic household products.
• Attitude: Attitude is a Canadian eco-cleaning brand offering EWG-verified, plant-based laundry detergents, dish soaps, and household cleaners. Direct competitor in the natural cleaning category with similar sustainability certifications and target consumers.
• Method Products: Method is a direct competitor in eco-friendly household cleaning products, also owned by SC Johnson. Both brands target sustainability-conscious consumers with plant-based formulations and recyclable packaging, creating internal portfolio overlap within the same parent company.
• Mrs. Meyer's: Mrs. Meyer's is an SC Johnson sister brand offering eco-friendly household cleaners with garden-inspired scents. Competes directly with Ecover in the same retail channels and target consumer segment, creating sibling-brand cannibalization dynamics.
• Seventh Generation: Seventh Generation is a leading plant-based cleaning brand owned by Unilever, offering comparable eco-friendly laundry detergents, dish soaps, and household cleaners. Direct competitor in North American and increasingly in European markets with similar sustainability positioning.

Emerging players

• Smol: Smol is a UK-based subscription eco-cleaning brand offering concentrated laundry capsules and dishwasher tabs with reduced plastic packaging. Competes with Ecover's laundry capsules and refills through a digital-first subscription model targeting similar sustainability-minded consumers.
• Common Good: Common Good offers refillable household cleaners with plant-based ingredients and a refill-in-store program. Operates as a smaller direct competitor in the eco-cleaning space with overlapping refill infrastructure and sustainability positioning.
• Dr. Bronner's: Dr. Bronner's is a certified B Corporation offering organic, fair-trade soaps and cleaning products. Overlaps with Ecover's personal care and household cleaning categories through plant-based, organic positioning targeting similar eco-conscious consumer segments.

Broad incumbents

• P&G (Procter & Gamble): P&G is a global CPG conglomerate whose brands (Ariel, Fairy, Tide) increasingly compete with Ecover in the eco-cleaning segment through plant-based formulations and sustainability initiatives. As a broad incumbent, P&G has the scale and R&D resources to rapidly expand sustainable product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks3 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@EcoverUK
• Facebookfacebook.com/ecoveruk
• Instagraminstagram.com/ecover_de
• TikToktiktok.com/@ecover_uk
• Xx.com/EcoverUK

Compliance7 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 ecover