Netoxická Domácnost

What Netoxická Domácnost does

Netoxická Domácnost, operated by TransPack Systems, s.r.o. (IČO 28338286), is a Czech Republic-based direct-to-consumer e-commerce retailer headquartered in Brno that sells a curated assortment of non-toxic household products, natural and organic cosmetics, baby and mother care items, and health supplements. The storefront, NetoxickaDomacnost.cz, lists products from over 50 brands (Alchymistky, ALTEYA, MEDAREK, PROTOŽE JSI, Sonett, Weleda, Bobilo, PERLAN, i+m Naturkosmetik, KVITOK, NATIOS, NATUTY, INCOGNITO, LUMI, and others) across roughly four merchandising categories: natural & organic cosmetics (skincare, body, hair, decorative, aromatherapy), eco-friendly household (laundry and cleaning), baby & mom care, and health & supplements. The platform is built on Eshop-rychle by Golemos s.r.o., a third-party Czech e-shop SaaS, with no proprietary technology; standard integrations include Google Analytics, Hotjar, Google Ads, Facebook Ads, and Seznam.cz Sklik. Product selection is validated via a partnership with the Svět non toxic organization, and a number of product inputs carry third-party certifications (PEFC, Cosmos, Ecocert, Czech State Health Institute).

The business model is straightforward B2C unit retail with prices in CZK and an optional EUR listing. Free shipping is offered above 1,800 CZK to pickup points and 2,700 CZK to home addresses, with personal pickup available at the Brno-Kohoutovice location. The company is bootstrapped and founder-owned (Míša and her husband Martin), with no institutional funding, subsidiaries, or parent entities disclosed. The founding narrative is rooted in the founders' family health situation (genetic autoimmune predispositions and the birth of their daughter Emma), and the business explicitly targets health-conscious families, parents of infants and toddlers, and natural cosmetics consumers — particularly those managing eczema, allergies, or autoimmune conditions. Marketing is concentrated in owned channels: an educational blog about non-toxic living, an email newsletter, Instagram, and paid acquisition through Google, Facebook, and Sklik. Distribution is single-channel and domestic (CZE) only; no mobile app, no marketplace listings (e.g., Heureka, Mall, Amazon) and no cross-border logistics are documented. Additional monetization includes digital gift vouchers and paid consulting on non-toxic household practices. Headcount is stated at 1-10 employees. Founded year is reported as 2009 in firmographic data, though company narrative states it is in its "fourth year of operation," implying an active retail launch around 2020–2021; this discrepancy is unresolved in the source material.

Name

Netoxická Domácnost

Legal name

TransPack Systems, s.r.o.

Website

https://netoxickadomacnost.cz

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Netoxická Domácnost is a Czech Republic-based Brno-headquartered DTC e-commerce retailer curating 50+ brands of non-toxic household products, natural cosmetics, baby care, and health supplements for health-conscious families, parents, and natural cosmetics consumers in CZE.

Ownership category

akta.pro rank

Product category

Natural and Organic Products E-commerce

NAICS

Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro industry

PRIMARYCRABAAAH

Natural/Organic & Clean Skincare

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRADANAA

Deodorants & Antiperspirants

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Consumer Fragrances & Personal Care Manufacturing (Non-cosmetic)

SECONDARYCRADANAC

Hand & Body Care (Lotions, Creams, Body Oils)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Consumer Fragrances & Personal Care Manufacturing (Non-cosmetic)

SECONDARYCRADANAG

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Consumer Fragrances & Personal Care Manufacturing (Non-cosmetic)

SECONDARYCRADAMAH

Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Health & Hygiene OTC Consumer Goods (First Aid, Oral Care, Personal Health)

SECONDARYCRADAKAD

Fabric Refreshers & Deodorizers (Odor Eliminators, Sprays)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Home & Fabric Care Products

Keywords

• Natural cosmetics retail
• Eco-friendly household products
• Non-toxic personal care
• Organic baby care
• Natural health supplements

Headquarters

HQ city

Brno

HQ country

Czechia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce product sales: The company operates as an online retailer selling non-toxic, natural household products, cosmetics, and health supplements. Revenue is generated through direct product sales to consumers with pricing in CZK and EUR. The business follows a standard retail model with product margins.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Netoxická Domácnost is a Czech e-commerce store (operated by TransPack Systems, s.r.o.) that sells curated non-toxic, natural, and organic household and personal care products. The assortment spans natural cosmetics (skincare, body care, hair care, deodorants, sun care, aromatherapy), eco-friendly laundry and cleaning products, baby and mother care items, and health supplements from over 50 brands including PROTOŽE JSI, MEDAREK, Bobilo, Weleda, Sonett, and ALTEYA.

Product overview

Netoxická Domácnost is an e-commerce store specializing in non-toxic and natural products for households. The store operates as a curated marketplace offering multiple sub-brands including PROTOŽE JSI (handmade natural skincare for sensitive skin), MEDAREK (Ayurvedic cosmetics), and Bobilo (Czech-made eco diapers), alongside other third-party natural brands like Alchymistky, Weleda, Sonett, and over 60 others. The product portfolio spans four main categories: Natural & Organic Cosmetics (skincare, body care, hair care, makeup, aromatherapy), Eco-Friendly Household Products (laundry and cleaning), Baby & Mom Care Products, and Health & Supplements. The store emphasizes non-toxic formulations, cruelty-free products, and eco-conscious sourcing.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural and Organic Cosmetics Wide range of natural and organic cosmetics including skincare, body care, hair care, makeup, deodorants, sun care, dental care, intimate hygiene, and aromatherapy products from various certified brands, targeted at consumers seeking non-toxic personal care.
• Eco-Friendly Household Products Eco-friendly laundry and cleaning products including washing liquids, gels, powders, fabric softeners, stain removers, dishwashing products, surface cleaners, disinfectants, and basic ingredients for natural household cleaning, aimed at families seeking non-toxic home environments.
• Baby and Mom Care Products Specialized care products for babies and mothers including gentle soaps, bath products, diapers (disposable and cloth), baby skincare, dental care, breastfeeding support products, and baby bum care, sourced from brands like Bobilo, Medarek, and PROTOŽE JSI for sensitive infant skin.
• Health and Supplements Health products including vitamins, mineral supplements, antioxidants, omega-3, collagen, probiotics, superfoods, herbal teas, natural remedies, and first-aid supplies such as patches and balms.
• Gift Vouchers Digital gift vouchers available in various denominations for gifting non-toxic product purchases to friends and family.
• Consulting Services Expert consulting services on non-toxic household practices and product recommendations, provided to customers seeking personalized guidance on transitioning to non-toxic living.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

One partnership is on record.

• Svět non toxiccoreStrategic or Co-development PartnerThe company partnered with the organization Svět non toxic for expert validation of their non-toxic product standards. The founder gained knowledge about non-toxic living through this organization, which guided the family's household transformation and inspired the business creation.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Biooo.cz: Biooo.cz is a Czech e-commerce retailer specializing in natural and organic cosmetics, eco-friendly household products, and baby care. It is a direct competitor in the curated non-toxic CPG e-commerce niche with a comparable product portfolio and target audience.
• Vivantis: Vivantis is a Czech online health and beauty retailer offering cosmetics, perfumes, wellness products, and natural brands. It competes for the same Czech consumer seeking health and personal care products via e-commerce.
• Ekokoza: Ekokoza is a Czech e-commerce retailer specializing in zero-waste, eco-friendly, and natural household and personal care products. It targets a very similar Czech health-conscious family demographic with overlapping product categories.
• Country Life: Country Life operates a Czech e-shop and physical stores selling organic food, natural cosmetics, and eco-friendly household products. It competes for the same health-conscious Czech family segment and carries overlapping natural and organic brands.
• Manufaktura: Manufaktura is a Czech natural cosmetics brand and retailer with its own e-shop and physical stores, focusing on traditional Czech herbal and natural skincare. It overlaps directly with Netoxická Domácnost's natural/handmade sub-brand positioning (PROTOŽE JSI, MEDAREK).

Broad incumbents

• Alza.cz: Alza.cz is the largest Czech general e-commerce platform carrying a broad range of categories including personal care, household, and natural products. It represents the mass-market competitive threat with overwhelming assortment, logistics scale, and marketing budget.
• Notino: Notino is the largest online beauty and personal care retailer in Central Europe, headquartered in the Czech Republic. It sells fragrances, cosmetics, skincare, and wellness products including natural brands, directly competing with Netoxická Domácnost but at vastly greater scale and assortment breadth.
• Dr.Max e-shop: Dr.Max is the largest pharmacy chain in Central Europe with a growing e-commerce offering that includes natural skincare, baby care, and household products. It represents institutional competition entering the natural/gentle product category with strong logistics and trust.

Emerging players

• Weleda: Weleda is a globally established natural cosmetics and anthroposophic medicines brand that Netoxická Domácnost distributes as a partner brand. Weleda operates its own Czech e-shop, overlapping in target customer and product category.

Regional players

• i+m Naturkosmetik: i+m Naturkosmetik is a German natural cosmetics brand whose products (including sun care SPF 50 featured in Netoxická Domácnost's assortment) are sold through European natural retailers. It is a key brand partner and a regional natural cosmetics player with comparable clean-beauty positioning.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/netoxickadomacnost
• Facebookfacebook.com/NetoxickaDomacnost.cz

Compliance6 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 Netoxická Domácnost