HappySoaps
HappySoaps is a Netherlands-based direct-to-consumer brand selling 80+ plastic-free, natural personal care products in solid bar format, serving environmentally conscious consumers across Europe via its own e-commerce sites, the Bol.com marketplace, and expanding retail partnerships.
- Company typePrivate
- Founded2019
- HeadquartersHall, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What HappySoaps does
HappySoaps is a Netherlands-based direct-to-consumer personal care brand operated by ShaversClub B.V. Founded in 2019 by Marcel and Marco Koers, the company designs, manufactures, and sells 80+ plastic-free, natural personal care products in concentrated solid-bar format. All products are hand-made in the company's own factory in Hall, Netherlands, with an additional office in Apeldoorn, and the business targets environmentally conscious consumers across Europe through country-specific e-commerce storefronts (Netherlands, Sweden, Denmark, and a broader European domain), the Bol.com marketplace, and a growing physical retail partnership program.
The company's core technology is a concentrated solid-bar formulation that eliminates the approximately 80% water content found in conventional liquid personal care, delivering 100% active ingredients and 90-110 washes per bar (claimed to equal 3-4 traditional plastic bottles). The product portfolio spans shampoo and conditioner bars, body wash, body lotion, shaving, facial cleanser, lip balm, suncare (SPF 50 bar), baby & kids 2-in-1 bars, dog shampoo bars, hand soap, and home care (dish and stain bars), supplemented by accessories (holders, travel tins, sponges, scrub gloves) and curated bundles. All products are vegan, palm oil-free, and packaged in recycled cardboard or aluminum.
HappySoaps monetizes exclusively through one-time product sales on its owned storefronts and third-party marketplaces, with unit prices of €7.99 for most personal care bars, €9.99 for dog shampoo bars, and €2.99-€18.99 for accessories. There is no subscription model and no enterprise or B2B contract revenue disclosed. Customer segments are horizontal: environmentally conscious adult consumers (primary), pet owners (Dog Shampoo Bars), and families with children (Baby & Kids Care). Strategic positioning is reinforced by the company's role as a Beauty Angel of the Plastic Soup Foundation and the founder of the #TeamPlasticFree movement.
HappySoaps firmographics
Firmographics- Name
- HappySoaps
- Legal name
- ShaversClub B.V.
- Website
- https://happysoaps.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HappySoaps is a Netherlands-based direct-to-consumer brand selling 80+ plastic-free, natural personal care products in solid bar format, serving environmentally conscious consumers across Europe via its own e-commerce sites, the Bol.com marketplace, and expanding retail partnerships.
- Ownership category
- akta.pro rank
HappySoaps industry classification
Industry- Product category
- Personal Care Bars
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Personal Care Wipes & On-the-Go Hygiene (Non-medical) (CRADANAJ)
Keywords
Where HappySoaps is headquartered
LocationHeadquarters
- HQ city
- Hall
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
HappySoaps business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Direct e-commerce sales of plastic-free personal care bars and accessories through their website. One-time purchase model where customers buy individual bars or bundles. Products include shampoo bars, conditioner bars, body wash bars, and related accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Shampoo Bars at €8.99 |
| Unit Pricing | Pay-as-you-go | Body Wash Bars at €7.99 |
| Unit Pricing | Pay-as-you-go | Conditioner Bars at €8.99 |
| Unit Pricing | Pay-as-you-go | Shaving Bars at €8.99 |
| Unit Pricing | Pay-as-you-go | Dog Shampoo Bars at €9.99 |
| Unit Pricing | Pay-as-you-go | Accessories ranging from €2.99 to €18.99 |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
HappySoaps product offering
Product offeringCore offering
HappySoaps manufactures and sells 80+ plastic-free, natural personal care products in concentrated solid bar form—including shampoo bars, conditioner bars, body wash bars, body lotion bars, shaving bars, facial cleanser bars, hand soap, lip balm, suncare (SPF 50 bar), baby & kids care, dog shampoo bars, and home care bars (dishwashing and stain soap)—directly to consumers via country-specific e-commerce websites, Bol.com marketplace, and growing retail partnerships. All products are vegan, palm oil-free, SLS- and paraben-free, handmade in the company's factory in Hall, Netherlands, and packaged in recycled cardboard or aluminum to eliminate plastic packaging.
Product overview
HappySoaps is a direct-to-consumer e-commerce company offering a comprehensive portfolio of 80+ plastic-free, natural personal care products in bar format. The core product line consists of concentrated solid bars (Shampoo Bars, Conditioner Bars, Body Wash Bars, Body Lotion Bars, Shaving Bars, Facial Cleanser Bars) that replace traditional liquid products in plastic bottles. The portfolio extends to specialized categories including Suncare (SPF 50 sunscreen bar), Baby & Kids Care (2-in-1 gentle bars), Dog Shampoo Bars, Hand Soap, and Home Care (dishwashing and stain removal bars). Supporting accessories include Bar Bags, Storage Holders, Travel Tins, Konjac Sponges, and Scrub Gloves. Product bundles are available for savings. All products are vegan, palm oil-free, handmade in the Netherlands, and packaged in recycled cardboard or aluminum.
Differentiator
Problem solved
Functional benefit
Products and services
- Shampoo Bars Plastic-free concentrated solid bars that create foaming lather when activated with water; each bar provides 90–110 washes and equals three traditional plastic shampoo bottles. Targeted at consumers replacing bottled shampoo with a natural, vegan, palm-oil-free alternative.
- Conditioner Bars Plastic-free solid conditioner bars available in six varieties (e.g., Lavender Bliss, Tender Rose, Aloe Vera Love); designed to leave hair soft and manageable. Targeted at consumers replacing bottled conditioner with natural bar alternatives.
- Body Wash Bars Plastic-free body wash bars available in five varieties (e.g., Bergamot & Incense, Coconut & Lime, Lavender); creates a foaming cleanse for the body as a replacement for bottled shower gel.
- Body Lotion Bars Solid body moisturizer bars that nourish, soften, and moisturize the skin; applied by warming between the hands and massaging into the skin. Targeted at consumers seeking plastic-free lotion alternatives.
- Shaving Bars Plastic-free solid shaving bars that create a pH-neutral, fragrant shaving foam as a replacement for aerosol shaving cream or gel; available in four varieties including Coconut, Mint, Lavender, and Aloe Vera.
- Suncare (Sunscreen SPF 50) Plastic-free solid sunscreen providing SPF 50 protection in a leak-proof, travel-friendly format, marketed as a sustainable alternative to bottled sunscreen.
- Facial Cleanser Bars pH-neutral, soap-free facial cleanser bars that create a soft foam to cleanse and care for the face, including for removing make-up; available in four varieties such as Charcoal & Eucalyptus, Chamomile, and Aloe Vera.
- Lip Balm Plastic-free lip balm in a spreadable tray format, formulated with natural ingredients to moisturize lips.
- Baby & Kids Care Plastic-free 2-in-1 shampoo and body wash bars for babies and children with a mild, no-sting formula made from natural ingredients; available in Aloë You Vera Much and Little Sunshine varieties.
- Dog Shampoo Bars Plastic-free solid shampoo bars specifically formulated for dogs, available in three varieties for long-haired dogs, short-haired dogs, and universal use; positioned as a natural alternative to bottled dog shampoo.
- Hand Soap Plastic-free solid hand soap bar made primarily from coconut oil and olive oil, formulated to be mild on skin with natural ingredients.
- Home Care Products Plastic-free solid bars for household cleaning, including Dishwashing Soap and Stain Soap, paired with accessories such as a plastic-free coconut washing-up brush and a wooden soap dish.
- Accessories Collection of 100% plastic-free accessories to enhance and extend the life of HappySoaps bars, including bar bags, storage and travel tins, soap holders (dark wood, light wood, bamboo, mahogany), konjac sponges (for oily, sensitive, and all skin types), scrub gloves, and cotton bags.
- Bundles Pre-curated multi-product bundles that allow customers to purchase multiple HappySoaps products at attractively priced bundle pricing.
Quantifiable outcome
- Products contain 100% active ingredients vs 20% in traditional shampoo bottles (80% water savings)
- +2 more outcomes
Companies that use HappySoaps
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
HappySoaps technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
HappySoaps partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Plastic Soup FoundationcoreHappySoaps is a proud partner and Beauty Angel of the Plastic Soup Foundation. As Beauty Angels, they support the foundation financially with annual contributions and carry the Zero Plastic Inside certificate. The partnership focuses on raising awareness about plastic waste and promoting plastic-free alternatives in personal care.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
HappySoaps competitors and assessment
Company assessmentBroad incumbents
- Method Products: Eco-friendly cleaning and personal care brand with plant-based formulations. Comparable sustainability positioning and overlap in hand and home cleaning categories where HappySoaps also plays.
- Burt's Bees: Large natural personal care brand (Clorox-owned) covering lip, body, hair, and baby care with natural ingredients. Comparable natural/clean positioning but broader mass-market scale and distribution.
- Sundial Brands / SheaMoisture: Natural personal care brand (Unilever-owned) covering hair, body, and skin with ethically sourced ingredients. Comparable target segments (families, natural-product seekers) and adjacent product mix.
- The Body Shop: Large established natural/ethical personal care retailer offering soaps, body care, and haircare with a sustainability narrative. Comparable target customer and product categories, but operates at much larger scale and broader assortment than HappySoaps.
Emerging players
- Mrs. Meyer's Clean Day: Eco-conscious household and personal care brand with plant-derived ingredients. Comparable sustainability positioning and partial overlap in hand and home cleaning product categories.
Regional players
- Faith in Nature: UK-based natural personal and home care brand offering bar soaps, shampoos, and body washes. Comparable natural/bar-format product mix and eco-consumer target, though primarily serving the UK market rather than continental Europe.
Direct peers
- Lush: Global handmade natural cosmetics and personal care brand selling solid bars (shampoo, body, etc.) in plastic-free packaging. Highly comparable product format, sustainability positioning, and target consumer overlap with HappySoaps.
- Dr. Bronner's: Family-owned natural soap and personal care company offering castile bar soaps and related products with strong sustainability ethos. Comparable in natural-ingredient, plastic-reducing positioning and product overlap in bars and body care.
- Ethique: Specialist solid-bar personal care brand (shampoo, conditioner, body) focused on plastic-free, with a strong subscription/auto-replenish model. Closest like-for-like competitor in the bar-format DTC personal care category.
- Plaine Products: Refillable/aluminum-packaged natural shampoo, conditioner, and body wash DTC brand. Direct competitor in the sustainable personal care space with overlapping target consumer and similar price-point positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
HappySoaps social profiles
Digital presenceHappySoaps financial estimates
Financial estimateRevenue estimate
Valuation estimate
HappySoaps leadership team
Management profileNumber of profiles
Profiles2 records
HappySoaps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HappySoaps 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 HappySoaps
What does HappySoaps do?
HappySoaps manufactures and sells 80+ plastic-free, natural personal care products in concentrated solid bar form—including shampoo bars, conditioner bars, body wash bars, body lotion bars, shaving bars, facial cleanser bars, hand soap, lip balm, suncare (SPF 50 bar), baby & kids care, dog shampoo bars, and home care bars (dishwashing and stain soap)—directly to consumers via country-specific e-commerce websites, Bol.com marketplace, and growing retail partnerships. All products are vegan, palm oil-free, SLS- and paraben-free, handmade in the company's factory in Hall, Netherlands, and packaged in recycled cardboard or aluminum to eliminate plastic packaging.
Is HappySoaps a public or private company?
HappySoaps is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HappySoaps founded?
HappySoaps was founded in 2019. It employs 11 to 50 people.
Where is HappySoaps based?
HappySoaps is headquartered in Hall, Netherlands, in the Europe region.
How does HappySoaps make money?
One revenue line is on record: product Sales.
Who are HappySoaps's main competitors?
Broad incumbents on record are Method Products, Burt's Bees, Sundial Brands / SheaMoisture and The Body Shop. Mrs. Meyer's Clean Day is listed as an emerging player. Faith in Nature is listed as a regional player. Direct peers are Lush, Dr. Bronner's, Ethique and Plaine Products.
Does HappySoaps have an API?
No public API is recorded for HappySoaps.
What industry is HappySoaps in?
HappySoaps's product category is Personal Care Bars. Its primary akta.pro industry code is CRADANAJ, Personal Care Wipes & On-the-Go Hygiene (Non-medical). Its NAICS code is 32561 and its SIC code is 2844.