Sootsoap Supply
Sootsoap Supply Co. is a Canadian, founder-owned manufacturer of all-natural Binchotan White Charcoal decontamination products — primarily shampoo, hand & body soap, and odor-blocking gels — sold direct-to-consumer and to fire departments for firefighter post-fire toxin and PAH removal.
- Company typePrivate
- Founded2017
- HeadquartersPort Hope, Canada
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Sootsoap Supply does
Sootsoap Supply Co. is a Canadian private, founder-owned manufacturer of all-natural personal decontamination products built around Binchotan White Charcoal sourced from Japan's Kishu region. The company was founded in 2017 by Dee Howard, a 'firewife' who set out to solve post-fire toxin and odor retention after observing that conventional soap left carcinogenic residues on her firefighter husband's skin. The core technology combines the adsorption properties of ultra-pure Binchotan charcoal — claimed in NC State University peer-reviewed research (Frontiers of Materials) to remove 88% of polycyclic aromatic hydrocarbons (PAHs), including the most stubborn high-molecular-weight compounds — with a proprietary 'Detox Trifecta' blend of aloe, broccoli/wild cabbage (sulforaphane), and natural plant oils. Manufacturing occurs in a Health Canada and FDA-certified facility in British Columbia, and the line is CertClean Certified and 100% biodegradable.
The product portfolio is narrow but format-rich: two anchor SKUs (Detoxifying & Deodorizing Shampoo and Hand & Body Soap) in 500ml and 1.89L bulk formats, supported by an Odour Spray, a Smell Gel nasal balm, a Hand Sanitizer (Canada only), single-use sachets for fire-truck deployment, and assorted travel, value, and case-pack bundles. Pricing is premium CAD ($40 for 500ml, $120 for 1.89L, $640 for case packs), and revenue is generated primarily through direct-to-consumer e-commerce on a Shopify storefront (sootsoap.ca), supplemented by direct-to-fire-department and direct-to-business B2B sales via dedicated inbox channels for bulk and case orders. Geographic markets served are Canada and the United States, with U.S. orders fulfilled from a dedicated U.S. fulfillment centre activated in 2025.
The customer base is concentrated in a single vertical — firefighters and fire departments — targeted for occupational cancer prevention by reducing dermal absorption of PAHs, VOCs, PFAS, and heavy metals. Differentiation is anchored on third-party peer-reviewed efficacy, multi-year Clean Beauty Awards recognition (2023 3-time winner, 2026 1st place), and a 'firefamily' mission narrative run through the founder-led blog 'The Feminist Firewife'. The company is bootstrapped with no disclosed institutional funding, reports a 1–10 employee headcount, and operates without a public revenue disclosure; expansion efforts are currently focused on U.S. geographic reach, B2B sachet/case-pack channels, and adjacencies into police, nurse, and general first-responder segments via the Smell Gel product line.
Sootsoap Supply firmographics
Firmographics- Name
- Sootsoap Supply
- Legal name
- Sootsoap Supply Co.
- Website
- https://sootsoap.ca
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sootsoap Supply Co. is a Canadian, founder-owned manufacturer of all-natural Binchotan White Charcoal decontamination products — primarily shampoo, hand & body soap, and odor-blocking gels — sold direct-to-consumer and to fire departments for firefighter post-fire toxin and PAH removal.
- Ownership category
- akta.pro rank
Sootsoap Supply industry classification
Industry- Product category
- Specialty Personal Care Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Smoke, Pet & Kitchen Odor Control (Specialized Odor Solutions) (CRAJAEAJ)
Keywords
Where Sootsoap Supply is headquartered
LocationHeadquarters
- HQ city
- Port Hope
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
Sootsoap Supply business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- E-commerce Product Sales: Direct-to-consumer sales through Shopify-powered online store with products in multiple sizes and formats (500ml, 1.89L bulk, single-use sachets). Includes complimentary shipping threshold for Canadian orders over $100 and U.S. fulfillment center for American customers.
- B2B Department & Bulk Orders: Direct-to-fire-department, direct-to-business, and bulk order sales for station use and dispenser refills. Inquiries directed to [email protected] and [email protected].
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Detoxifying & Deodorizing Shampoo - 500ml / 16.9 fl oz |
| Unit Pricing | Pay-as-you-go | Detoxifying & Deodorizing Shampoo - 1.89L / 64 fl oz (Bulk) |
| Unit Pricing | Pay-as-you-go | Detoxifying & Deodorizing Hand & Body Soap - 500ml / 16.9 oz |
| Unit Pricing | Pay-as-you-go | Detoxifying & Deodorizing Hand & Body Soap - 1.89L / 64 oz (Bulk) |
| Unit Pricing | Pay-as-you-go | Odour Spray - 250ml / 8.45 fl oz |
| Unit Pricing | Pay-as-you-go | Smell Gel - 15ml |
| Unit Pricing | Pay-as-you-go | Smell Gel Bundle [3 x Smell Gel] |
| Unit Pricing | Pay-as-you-go | DECON DUO Bundle (500ml Shampoo + 500ml Hand & Body Soap) |
| Unit Pricing | Pay-as-you-go | Single Use Sachets - Box of 40 (12ml each) |
| Unit Pricing | Pay-as-you-go | Single Use Sachets - CASE of 8 boxes |
| Unit Pricing | Pay-as-you-go | Detoxifying & Deodorizing Shampoo + Hand & Body Soap 1.89L Bundle |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Sootsoap Supply product offering
Product offeringCore offering
Sootsoap Supply Co. manufactures and sells an all-natural personal care line built on Binchotan White Charcoal and a proprietary "Detox Trifecta" blend, led by a Detoxifying & Deodorizing Shampoo and Hand & Body Soap. The products are lab-developed specifically for firefighter post-fire decontamination to adsorb carcinogenic toxins (PAHs, VOCs, PFAS) and eliminate persistent smoke and chemical odors from skin and hair. SKUs span retail (500ml), bulk (1.89L), single-use sachets (boxes of 40 and cases of 8), and complementary items (Odour Spray, Smell Gel nasal balm, Hand Sanitizer) sold direct-to-consumer and direct-to-department.
Product overview
Sootsoap Supply Co. is a Canadian manufacturer of all-natural personal care products centered on Binchotan White Charcoal for detoxification and deodorization. The core product line consists of two main SKUs—Detoxifying & Deodorizing Shampoo and Detoxifying & Deodorizing Hand & Body Soap—supplemented by an Odour Spray and the newer Smell Gel nasal balm. Products are positioned primarily for firefighter decontamination, backed by North Carolina State University research showing 88% PAH removal. The portfolio spans multiple formats: standard retail sizes (500ml), bulk 1.89L jugs for fire station dispensers, single-use sachets in boxes of 40 for individual distribution, and case packs of 8 boxes for large-scale deployment. Convenience bundles include the 3-Piece Carry Kit (travel format with all three core products in 60ml sizes), DECON DUO bundle (Shampoo + Soap 500ml combo), and Smell Gel bundle (3-pack). Products are all-natural, CertClean Certified, 100% biodegradable, cruelty-free, and manufactured in a Health Canada/FDA-certified facility in British Columbia.
Differentiator
Problem solved
Functional benefit
Products and services
- Detoxifying & Deodorizing Shampoo Binchotan White Charcoal-based detoxifying shampoo that draws out impurities, toxins, and pollutants from hair and scalp while removing persistent odors (smoke, sweat). Lab-designed for firefighter post-fire decontamination, proven to remove 88% of PAH contaminants. Lathers black to white foam; CertClean Certified; safe for eczema and psoriasis. Available in 500ml retail and 1.89L bulk formats.
- Detoxifying & Deodorizing Hand & Body Soap Industrial-strength yet all-natural hand and body soap with Binchotan Charcoal for deep cleaning of toxins, pollutants, and impurities from skin. Eliminates tough odors (smoke, fish, fuel, grease, skunk). Black in colour with subtle spicy coriander scent. Available in 500ml retail and 1.89L bulk formats for station dispensers.
- Odour Eliminating Spray Binchotan Charcoal and fermented-ingredient spray that traps and neutralizes stubborn smells from smoke, sweat, and environmental pollutants. CertClean Certified with natural mint and citrus scent. For use on gear, boots, sports equipment, vehicles. Sold in 250ml format at $20 CAD.
- Smell Gel | Block Noxious Odors All-natural nasal balm applied under the nose and around nostrils to block noxious odors. Non-toxic alternative to products containing camphor, petroleum, or turpentine. Field tested with 100% recommendation from first responders, police officers, and nurses. 15ml at $16 CAD.
- 3-Piece Carry Kit Travel-ready bundle containing 60ml sizes of the Detoxifying Shampoo, Hand & Body Soap, and Odour Spray. Designed for lockers, vehicles, go bags, gym bags, and carry-on luggage. Marketed as a gift option.
- DECON DUO Bundle Bundle combining 500ml Detoxifying Shampoo and 500ml Hand & Body Soap with a sticker. Priced at $70 CAD (discounted from $80 CAD). Marketed as the entry bundle for trying both core products.
- Single Use Sachets — Decontaminating Hand & Body Soap (Box of 40) Box of 40 single-use 12ml sachets of Detoxifying Hand & Body Soap. Box folds for easy shelf display or individual distribution. Designed for on-the-go use, fire truck deployment, and fire hall distribution. $80 CAD per box.
- Single Use Sachets — Decontaminating Shampoo (Box of 40) Box of 40 single-use sachets of Detoxifying Shampoo. Portable format designed for on-scene decontamination, fire truck deployment, and individual distribution. $80 CAD per box.
- Detoxifying & Deodorizing Shampoo — Bulk 1.89L / 64oz Large-format 1.89L (64oz) refill jug of Detoxifying Shampoo designed for station use, dispensers, or heavy-usage fire departments. $120 CAD per jug.
- Detoxifying & Deodorizing Hand & Body Soap — Bulk 1.89L / 64oz Large-format 1.89L (64oz) refill jug of Hand & Body Soap for station use, dispensers, or heavy-usage fire departments. $120 CAD per jug.
- 1.89L Bulk Bundle — Shampoo + Hand & Body Soap Combined bulk bundle of Detoxifying Shampoo and Hand & Body Soap in 1.89L format. $240 CAD per set (discounted from $280 CAD). Marketed as the maximum-value option for fire departments and bulk users.
- Smell Gel Bundle (3 x Smell Gel) Bundle of 3 Smell Gel units at $43 CAD (discounted from $48 CAD). Provides savings versus purchasing individually at $16 CAD each.
- Single Use Sachets — Hand & Body Soap Case of 8 Case pack containing 8 boxes (320 sachets total) of Decontaminating Hand & Body Soap single-use sachets. $640 CAD per case. Targeted at large fire departments or wide-scale distribution.
- Single Use Sachets — Decontaminating Shampoo Case of 8 Case pack containing 8 boxes (320 sachets total) of Decontaminating Shampoo single-use sachets. $640 CAD per case. Targeted at large fire departments or wide-scale distribution.
- Game Changing Hand Sanitizer Premium hand sanitizer gel that provides germ protection while keeping hands soft, hydrated, and refreshed. Avoids the dryness, stickiness, and slimy application of traditional sanitizers. Won the 2023 global Clean Beauty Awards. Currently Canada-only distribution.
Companies that use Sootsoap Supply
Customer profileNamed customers7 records
Segments1 record
Ideal customer profiles2 records
Sootsoap Supply technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sootsoap Supply partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Sootsoap Supply competitors and assessment
Company assessmentDirect peers
- Hibiclens (Mölnlycke Health Care): Hibiclens is the dominant antiseptic chlorhexidine skin cleanser used in healthcare, surgical prep, and increasingly in first-responder decontamination protocols. It competes for the same institutional use cases — pre/post exposure cleansing — that SOOTSOAP targets, though via a chemical antimicrobial rather than charcoal adsorption approach.
- Dr. Bronner's: Dr. Bronner's is a family-owned, all-natural soap manufacturer with a strong values-driven brand and multi-format product line (bar, liquid, refill). It competes most directly with SOOTSOAP on the natural/clean ingredient positioning and on direct-to-consumer plus bulk/wholesale channels.
- Defense Soap: Defense Soap manufactures antimicrobial and antifungal body bars and washes marketed to athletes, military personnel, and first responders for post-exposure skin decontamination. It is the most directly comparable brand to SOOTSOAP in product positioning, target customer, and use case.
Emerging players
- Everyone (EO Products): Everyone is a California-based natural personal care brand offering soaps, hand sanitizers, and body care in family-friendly and essential-oil-forward formulations. It is comparable to SOOTSOAP as a smaller, values-driven brand targeting natural-leaning consumers via D2C and natural retail channels.
- Puracy: Puracy is a natural personal care and household brand known for plant-based body washes, hand soaps, and sanitizers with a strong D2C-plus-retail model. It overlaps with SOOTSOAP on the natural-formulation, D2C positioning, and expansion into institutional/B2B buyers.
- CleanWell: CleanWell is a botanical disinfectant brand built around thymol-based sanitizers and personal care products positioned as safer alternatives to traditional chemical sanitizers. It is comparable to SOOTSOAP on the clean-beauty, Canada/US D2C, and natural-ingredient institutional sales angle, particularly for the overlapping Hand Sanitizer SKU.
- Kaia Naturals: Kaia Naturals is a Canadian natural personal care brand specializing in charcoal- and activated-ingredient deodorants and body products. It is comparable to SOOTSOAP on the charcoal-based natural formulation, Canadian origin, and D2C-plus-retail positioning.
Broad incumbents
- The Body Shop: The Body Shop is an established global natural-ingredient personal care retailer with products spanning body wash, shampoo, and specialty cleansers. It competes with SOOTSOAP on the CertClean-style clean-beauty positioning and on natural ingredient sourcing.
- Lush Fresh Handmade Cosmetics: Lush is a global handmade cosmetics retailer with a broad product line of bar soaps, shampoos, and deodorants positioned around natural ingredients and activist branding. It overlaps with SOOTSOAP on the natural/clean-beauty consumer positioning and award-recognized innovation pipeline, though at much larger scale.
- Biore: Biore is a mass-market skincare brand built heavily around charcoal-based pore-cleansing products (strips, cleansers, scrubs). It demonstrates how activated charcoal technology has scaled into mainstream personal care and represents the type of large-format competitor that could enter the decontamination niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Sootsoap Supply social profiles
Digital presenceSootsoap Supply financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sootsoap Supply leadership team
Management profileNumber of profiles
Profiles2 records
Sootsoap Supply funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sootsoap Supply 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 Sootsoap Supply
What does Sootsoap Supply do?
Sootsoap Supply Co. manufactures and sells an all-natural personal care line built on Binchotan White Charcoal and a proprietary "Detox Trifecta" blend, led by a Detoxifying & Deodorizing Shampoo and Hand & Body Soap. The products are lab-developed specifically for firefighter post-fire decontamination to adsorb carcinogenic toxins (PAHs, VOCs, PFAS) and eliminate persistent smoke and chemical odors from skin and hair. SKUs span retail (500ml), bulk (1.89L), single-use sachets (boxes of 40 and cases of 8), and complementary items (Odour Spray, Smell Gel nasal balm, Hand Sanitizer) sold direct-to-consumer and direct-to-department.
Is Sootsoap Supply a public or private company?
Sootsoap Supply is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sootsoap Supply founded?
Sootsoap Supply was founded in 2017. It employs 1 to 10 people.
Where is Sootsoap Supply based?
Sootsoap Supply is headquartered in Port Hope, Canada, in the North America region.
How does Sootsoap Supply make money?
Two revenue lines are on record. E-commerce Product Sales are the primary driver. The others are B2B Department & Bulk Orders.
Who are Sootsoap Supply's main competitors?
Direct peers on record are Hibiclens (Mölnlycke Health Care), Dr. Bronner's and Defense Soap. Emerging players are Everyone (EO Products), Puracy, CleanWell and Kaia Naturals. Broad incumbents are The Body Shop, Lush Fresh Handmade Cosmetics and Biore.
Does Sootsoap Supply have an API?
No public API is recorded for Sootsoap Supply.
What industry is Sootsoap Supply in?
Sootsoap Supply's product category is Specialty Personal Care Products. Its primary akta.pro industry code is CRAJAEAJ, Smoke, Pet & Kitchen Odor Control (Specialized Odor Solutions). Its NAICS code is 32561 and its SIC code is 2840.