Naturally Good

What Naturally Good does

Naturally Good (legal entity: Naturally Good Traders CC) is a privately held South African company founded in 2010 in Cape Town by sisters Glenda and Charlene. It manufactures and sells plant-based, biodegradable cleaning products, sanitisers, and personal care items under two lines: the Natural/Eco Range for home, office, hospitality, healthcare, and industrial cleaning, and the Khoisan Collection for skin, hair, and body care. Core technology centres on enzyme-based and bio-technical formulations (e.g., Envirofresh using bacteria, enzymes, and nutrient salts), indigenous South African botanicals such as Kraalbos (Galenia Africana) with anti-microbial properties, and oxygen-based bleaching; products are reportedly biodegradable within 28 days and are SABS approved in at least one industrial SKU. Manufacturing is performed by a contract chemist (a family member) in Montague Gardens and Parow Industria, Cape Town.

The company operates a direct-to-consumer e-commerce model through its own website (naturallygood.co.za), shipping nationally within South Africa (R75 Cape Town, R175 national), and supplements this with direct B2B sales to healthcare facilities, hospitality venues, and industrial clients. The catalogue spans roughly 39 SKUs priced from R30 to R499 across unit, bulk, and refill formats, with bundle kits targeting gifting and segment-specific onboarding. Marketing is concentrated on owned digital channels (website, Facebook, Instagram, LinkedIn, WhatsApp) and word-of-mouth testimonials. With 1–10 employees, no disclosed revenue, and no external institutional investment beyond a 2015 New Economy Accelerator participation, the business operates as a bootstrapped micro/small enterprise focused on a single domestic market.

Name

Naturally Good

Legal name

Naturally Good Traders CC

Website

https://naturallygood.co.za

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Naturally Good is a Cape Town-based, privately held South African company that formulates and sells plant-based, biodegradable cleaning and personal care products (including the Khoisan Collection) via its own e-commerce site and direct B2B channels to households, healthcare, hospitality, and industrial customers nationally.

Ownership category

akta.pro rank

Product category

Natural Cleaning and Personal Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)

akta.pro secondary industries

Natural/Eco All-Purpose Cleaners (CRAJAMAM), Eco-Friendly & Plant-Based Dishwashing Products (CRAJABAJ), Eco-Friendly Bathroom & Toilet Cleaners (CRAJAOAE)

Keywords

• Natural cleaning products
• Biodegradable cleaning supplies
• Plant-based cleaning products
• Natural personal care products
• Industrial cleaning solutions

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Revenue generated through direct-to-consumer e-commerce sales of natural cleaning products, personal care items, and beauty products through their website. Products are sold in various sizes from travel/small quantities (100ml, 250ml) to bulk/industrial sizes (5L, bulk refills).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Naturally Good designs, contract-manufactures, and sells plant-based biodegradable cleaning products and natural personal care items through its e-commerce website and direct B2B sales. The portfolio includes a 100% plant-based Natural Range and Eco Range for industrial and commercial cleaning, plus the Khoisan Collection for hair and skin care, all formulated with indigenous South African botanicals such as Kraalbos (Galenia Africana) and Kalahari Melon Seed Oil. Products are sold to household consumers and to B2B clients in healthcare, hospitality, and industrial sectors, with options in multiple sizes from travel/pocket to bulk 25-litre containers.

Product overview

Naturally Good is a South African company founded in 2010 by sisters Glenda and Charlene, specializing in natural, plant-based, and biodegradable cleaning and personal care products. The product portfolio consists of two main collections: the Natural/Eco Range for home and industrial cleaning, and the Khoisan Collection for personal care including hair and skin care. The Natural Range uses entirely plant-based ingredients while the Eco Range incorporates some plant and non-plant ingredients for price-sensitive industrial applications. Key product lines include multi-surface cleaners (Natural All Purpose Cleaner, Eco Degreaser), dishwashing products (Natural Dishwash, Eco Cherry Dishwash), laundry products (Natural Laundry Powder, Natural Laundry Liquid, Natural Fabric Conditioner), bathroom cleaners, sanitizers (Natural Anti-Bac Sanitiser, Eco Sanitising Cleaner), and personal care items (shampoos, conditioners, body washes, face creams, hair masks). The Khoisan Collection features specialized hair care products including sulphate-free shampoos, silver shampoos for color treatment, curl activators, and skin care products including hydrating face creams and mineral sunscreens. All products are biodegradable within 28 days, sustainably sourced, and designed to be affordable. Products are manufactured by a contract chemist in Montague Gardens and Parow Industria, Cape Town. The company emphasizes environmental sustainability through biodegradable formulations, encourages reuse of containers, and offers refill options to reduce landfill waste.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Range Cleaning Products The Natural Range is a 100% plant-based cleaning line that is biodegradable within 28 days and free from phosphates, chlorine, caustics, and EDTA. Products are SABS-approved for cleaning efficacy, hypoallergenic, and safe for grey water and septic tanks, targeting eco-conscious households, hospitality venues, and healthcare facilities that need non-toxic but effective cleaning solutions.
• Eco Range Cleaning Products The Eco Range includes industrial and commercial cleaning products that incorporate indigenous South African botanicals such as Kraalbos (Galenia Africana) for enhanced anti-microbial performance. Designed for workshops, manufacturing plants, hospitality venues, and heavy-duty commercial use, with bulk 25-litre container options for high-volume operators.
• Natural All-Purpose Spray Cleaner A 100% plant-based, 100% biodegradable all-purpose spray cleaner from the Natural Range that is safe for use around children, pets, and grey-water systems. Targeted at households and commercial operators needing a non-toxic multi-surface spray for everyday cleaning.
• Natural Dishwash Liquid A 100% plant-based dishwash liquid that is gentle on hands and effective on grease, designed for both household and hospitality dishwashing applications.
• Natural Laundry Liquid A 100% plant-based laundry liquid that cleans effectively while remaining gentle on sensitive skin and safe for grey-water and septic-tank systems. Suitable for household and small commercial laundry use.
• Natural Hand Soap A plant-based hand soap formulated without harsh chemicals, suitable for frequent hand washing in households and hospitality or healthcare settings where skin sensitivity is a concern.
• Natural Multi-Surface Cleaner Concentrate A concentrated, plant-based multi-surface cleaner designed to be diluted for cost-effective everyday use across floors, counters, and other surfaces, intended for households and commercial operators that want to reduce per-use cost and packaging waste.
• Auto Dish (Enzyme-Enhanced Dishwashing Product) Auto Dish is an enzyme-enhanced automatic dishwashing product that uses bio-technical cleaning action to deliver effective results in household and hospitality dishwasher settings, while remaining within the natural formulation philosophy.
• Envirofresh Enzyme-Based Cleaner Envirofresh is an enzyme-based, environmentally friendly cleaning product designed for hospitality and commercial facilities, including hotels, guest houses, restaurants, and offices that need professional-grade cleaning without harsh chemical residues.
• Sanitiser Range A range of sanitising products covering skin, surfaces, fabrics, and air, suitable for households, hospitality venues, healthcare facilities, and offices needing versatile hygiene solutions within a natural formulation framework.
• Industrial Eco Grease Industrial Eco Grease is a heavy-duty industrial cleaning product engineered for workshops, manufacturing facilities, and commercial operators needing effective grease removal with a more environmentally conscious formulation, available in bulk 25-litre containers for high-volume use.
• Khoisan Collection (Personal Care Range) The Khoisan Collection is a natural personal care line for hair and skin that incorporates indigenous South African botanicals including Kalahari Melon Seed Oil and Marula Oil, targeted at individual consumers seeking locally formulated, chemical-free personal care.
• Hydrating Face Cream A hydrating facial cream featuring Hyaluronic Acid and natural botanical ingredients from the Khoisan Collection, targeted at individual consumers seeking anti-aging and moisturising skincare without synthetic chemicals.
• Cress Sprout and Arbutin Skin Care Products Skin care products that combine Cress Sprout Extract with Arbutin to deliver pigmentation and skin tone benefits within a natural formulation framework, part of the Khoisan Collection.
• Natural Hair Conditioner A natural hair conditioner from the Khoisan Collection that uses botanical ingredients such as Kalahari Melon Seed Oil and Marula Oil to nourish hair without synthetic additives, for individual consumers seeking chemical-free hair care.
• Gift Sets Curated gift sets that bundle Naturally Good cleaning and personal care products for occasions such as birthdays, weddings, baby showers, housewarmings, and corporate gifting, targeted at individual consumers looking for sustainable gift options.
• Office/Hospitality Kick Start Kit A curated B2B starter bundle of Naturally Good cleaning products tailored for offices, hospitality venues, guest houses, and conference facilities transitioning to plant-based, non-toxic cleaning, enabling operators to trial a complete cleaning product set.
• Home Kick Start Bag A curated consumer bundle that introduces households to the full Naturally Good cleaning product range, suitable for new eco-conscious customers looking to convert an entire home's cleaning routine to plant-based products.
• Refill Subscription Program A subscription-based refill program that delivers refills of Naturally Good cleaning products to repeat customers on a recurring schedule, designed to reduce packaging waste through reusable containers and lock in customer retention.

Quantifiable outcome

• Products are biodegradable within 28 days
• +1 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Contract Chemist (Family Nephew)coreTechnology or IntegrationProducts are manufactured by a contract chemist who is the founders' nephew. The chemist produces the products in his laboratory in Montague Gardens and factory in Parow Industria. This is a core manufacturing partnership enabling product development and production.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Mrs. Meyer's Clean Day: SC Johnson-owned brand of plant-derived household cleaners (dish, surface, laundry) sold through mass retail; a larger incumbent competing for the same eco-conscious household shopper in overlapping categories.
• Seventh Generation: Unilever-owned brand offering plant-based cleaning, laundry, and personal care products with strong sustainability positioning; a multinational incumbent whose product portfolio directly mirrors Naturally Good's categories.
• Ecover: Pioneer in plant-based, biodegradable cleaning products now owned by SC Johnson; overlaps directly with Naturally Good's product categories but operates at much larger scale with global retail distribution.
• Method Products: Ecover/SC Johnson brand of biodegradable household and personal care products positioned around natural ingredients and design-led packaging; competes for the same environmentally conscious consumer with substantially greater marketing and distribution.

Direct peers

• Sonett: German manufacturer of ecological detergents and cleaning agents with strong focus on biodegradable, plant-based formulations; comparable in product range (laundry, dish, surface), ingredient philosophy, and premium positioning.
• Common Good: Independent natural cleaning brand offering refillable, plant-based household products with a focus on refill packaging; directly comparable to Naturally Good's refill-and-reuse model and ingredient philosophy.
• Green People: UK organic beauty and personal-care brand with certifications and plant-based formulations overlapping Naturally Good's Khoisan Collection; comparable in size, channel mix, and ingredient-led positioning.
• Bio-D Company: UK-based independent manufacturer of plant-based, biodegradable cleaning and laundry products sold through independent retailers; comparable in size, formulation philosophy, and natural-only positioning to Naturally Good.
• Earthsap: South African natural and plant-based cleaning brand offering household and personal care products through DTC and retail channels; the closest direct domestic peer in the same product category, geography, and target customer.

Regional players

• Faithful to Nature: South African online retailer specializing in natural, organic, and eco-friendly products including cleaning and personal care; comparable as a regional channel/peer for the same end customer, though operating as a marketplace rather than a manufacturer.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/naturallygoodza
• LinkedInlinkedin.com/company/naturally-good-eco-friendly-natural-products
• Instagraminstagram.com/naturallygood.products

Compliance1 record

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 Naturally Good