HEVEA
HEVEA is a Danish founder-owned brand founded in 2009 that designs and sells natural rubber products across baby, pet, period care, and home categories via its Shopify storefront and B2B wholesale network spanning 50+ countries.
- Company typePrivate
- Founded2009
- HeadquartersDragør, Denmark
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What HEVEA does
HEVEA is a Danish founder-owned lifestyle brand founded in 2009 by Terese Hoffeldt in Copenhagen, now headquartered in Dragør, Denmark. The company designs and sells consumer products made from 100% natural rubber sourced from the Hevea brasiliensis tree, across four verticals: baby products (pacifiers, bath toys, glass baby bottles, teething toys, bath mats), pet products (activation toys, fetch toys, chew toys, feeding mats, biodegradable poop bags, travel bowls), period care (the Loop menstrual cup in three sizes and period panties), and home goods (rubberwood stools and shelves, adult bath mats, placemats). HEVEA's core technical differentiators are seamless one-piece construction that prevents water retention and mould buildup, FDA-approved natural mineral color pigments, and an upcycling program that reuses production off-cuts into products such as Swim Fins and Squeeze'n'Splash ducks.
HEVEA firmographics
Firmographics- Name
- HEVEA
- Legal name
- HEVEA
- Website
- https://heveaplanet.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HEVEA is a Danish founder-owned brand founded in 2009 that designs and sells natural rubber products across baby, pet, period care, and home categories via its Shopify storefront and B2B wholesale network spanning 50+ countries.
- Ownership category
- akta.pro rank
HEVEA industry classification
Industry- Product category
- Sustainable Natural Rubber Consumer Products
- NAICS
- Plastics and Rubber Products Manufacturing (326), Doll, Toy, and Game Manufacturing (339930)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Consumer Products Injection Molding (Housewares, Toys, Personal Care) (IMANAFAE)
Keywords
Where HEVEA is headquartered
LocationHeadquarters
- HQ city
- Dragør
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
HEVEA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: HEVEA sells directly to consumers through their Shopify e-commerce platform at heveaplanet.com, offering products across baby, pet, home, and period care categories. Products are sold as one-time purchases with no subscription model mentioned.
- Wholesale/B2B Retail: HEVEA operates a B2B wholesale program allowing retailers to stock their products. They mention products are sold in over 50 countries, indicating significant wholesale distribution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products - Baby Category |
| Unit Pricing | Pay-as-you-go | Individual Products - Pet Category |
| Unit Pricing | Pay-as-you-go | Individual Products - Home Category |
| Unit Pricing | Pay-as-you-go | Individual Products - Period Care Category |
| Unit Pricing | Pay-as-you-go | Bundle Products |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
HEVEA product offering
Product offeringCore offering
HEVEA designs, manufactures, and sells 100% natural rubber products made from the Hevea brasiliensis tree across four categories: baby products (pacifiers, bottles, bath toys, teething toys, bath mats), pet products (activation toys, chew toys, feeding mats, bowls, waste bags), period care (menstrual cups, period underwear), and home goods (rubberwood furniture, placemats, totes). The company sells directly to consumers through its Shopify-powered heveaplanet.com store and operates a B2B wholesale program that distributes products to retailers in over 50 countries.
Product overview
HEVEA is a lifestyle brand offering natural rubber products across four main categories: Baby (pacifiers, bath toys, bath mats, feeding bottles, teething toys), Dog/Pet (activation toys, fetch toys, chew toys, feeding products, travel accessories), Period Care (menstrual cups, period panties), and Home (bath mats, furniture, placemats, bags). All products are made from 100% natural rubber from the Hevea brasiliensis tree or upcycled rubber materials. The company also uses rubberwood from fallen rubber trees for furniture. The portfolio spans core products like pacifiers and menstrual cups to complementary items including dog toys, home goods, and beach accessories. HEVEA positions itself as a plastic-free, vegan, and biodegradable alternative to conventional baby, pet, and personal care products.
Differentiator
Problem solved
Functional benefit
Products and services
- HEVEA Round Pacifier Soft round teat pacifier made from 100% natural rubber latex that mimics the maternal breast, with seamless one-piece construction preventing water retention and mould buildup. Designed for babies aged 3-36 months.
- HEVEA Orthodontic Pacifier Orthodontic-shaped pacifier with symmetrical teat designed to support healthy oral development for babies aged 3-36 months, made from natural rubber.
- BumiBébé Pacifier
Quantifiable outcome
- Products sold in over 50 countries worldwide
- +4 more outcomes
Companies that use HEVEA
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
HEVEA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
HEVEA partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Tree NationcoreHEVEA partnered with Tree Nation in 2021 to plant their own Hevea forest. Their first initiative contributed to planting 4,600 Hevea brasiliensis trees through the Amazonia Rioterra project in Brazil, supporting reforestation, biodiversity, and restoration of degraded land. The partnership supports HEVEA's climate action goals and environmental commitment.
- 100% for The ChildrencoreHEVEA partners with 100% for The Children to donate and distribute their natural rubber Loop menstrual cups to young women in Kenya. The partnership also supports menstrual health education through their Breaking the Silence program. In 2023, they distributed 1,350 cups and trained 5,000 girls. The goal is to support 100,000 girls with access to reusable menstrual cups and training.
- Local Rubber Farmers (Malaysia)coreHEVEA works with local farmers in Malaysia who are the backbone of rubber harvesting. These farmers rely on sustainable income from natural rubber cultivation to support their families. Even during COVID-19, farmers were able to sustain their livelihoods through rubber cultivation. Supporting these farmers creates economic and social benefits for rural communities.
- Women-to-Women ProgramminorHEVEA's Women-to-Women initiatives support women through reusable bag projects and efforts to combat period poverty. They exchange 1 Loop Cup for 1 storage bag made from local upcycled textiles sewn by women in Kenya, enabling them to gain income by reselling cups to other women in their community.
Scale indicators3 records
Recent moves10 records
Expansion highlights6 records
HEVEA competitors and assessment
Company assessmentDirect peers
- West Paw Design: West Paw Design manufactures eco-friendly dog toys from natural and recycled materials. Directly comparable to HEVEA's natural rubber pet product line (Planet Ball, Moon Ball, Galaxy Throw) targeting sustainable-minded dog owners.
- Earth Rated: Earth Rated is a leading eco-friendly pet products brand specializing in biodegradable poop bags and sustainable dog accessories. Comparable to HEVEA's Biodegradable Dog Poop Bags product line targeting environmentally conscious pet owners.
- Saalt: Saalt is a direct-to-consumer period care brand offering menstrual cups and period underwear. Comparable to HEVEA's Loop Cup and Period Panties lines, targeting similar eco-conscious women seeking reusable menstrual products.
- MAM Baby: MAM is a major baby products brand competing directly with HEVEA in pacifiers, baby bottles, and teething toys. Both target eco-conscious parents seeking safe baby products, though MAM uses silicone while HEVEA uses natural rubber.
- Diva International (DivaCup): DivaCup is a leading menstrual cup brand competing directly with HEVEA's Loop Cup in the reusable period care category. Both target women seeking sustainable, chemical-free menstrual products, though DivaCup uses medical-grade silicone while HEVEA uses natural rubber.
- Naty (By Naty): Naty is a Swedish eco-friendly baby products brand offering diapers, wipes, and baby care items with sustainability credentials. Comparable to HEVEA as a European sustainable baby brand targeting environmentally conscious parents.
Emerging players
- Apple Park: Apple Park makes eco-friendly baby toys and accessories from organic cotton and sustainable materials. Comparable to HEVEA's baby product line as a smaller sustainable baby brand targeting eco-conscious parents with non-toxic, natural material products.
- Pela Case: Pela Case is a sustainable consumer products brand known for compostable phone cases, now expanding into other eco-friendly products. Comparable to HEVEA as a DTC-first sustainability brand building a multi-category platform around environmental credentials.
Broad incumbents
- Philips Avent: Philips Avent is a broad incumbent baby products brand offering pacifiers, bottles, and feeding accessories. While not a natural rubber specialist, it competes directly in HEVEA's core pacifier and bottle categories with significantly greater scale and retail presence.
- Green Sprouts (i play.): Green Sprouts is a baby products brand offering feeding, bath, and play items with a focus on safe materials. Comparable to HEVEA's baby bath and feeding product categories as a broader baby products player emphasizing material safety.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
HEVEA social profiles
Digital presenceHEVEA compliance and trust
Trust signalCompliance5 records
HEVEA financial estimates
Financial estimateRevenue estimate
Valuation estimate
HEVEA leadership team
Management profileNumber of profiles
Profiles1 record
HEVEA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HEVEA 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 HEVEA
What does HEVEA do?
HEVEA designs, manufactures, and sells 100% natural rubber products made from the Hevea brasiliensis tree across four categories: baby products (pacifiers, bottles, bath toys, teething toys, bath mats), pet products (activation toys, chew toys, feeding mats, bowls, waste bags), period care (menstrual cups, period underwear), and home goods (rubberwood furniture, placemats, totes). The company sells directly to consumers through its Shopify-powered heveaplanet.com store and operates a B2B wholesale program that distributes products to retailers in over 50 countries.
Is HEVEA a public or private company?
HEVEA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HEVEA founded?
HEVEA was founded in 2009. It employs 11 to 50 people.
Where is HEVEA based?
HEVEA is headquartered in Dragør, Denmark, in the Europe region.
How does HEVEA make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/B2B Retail.
Who are HEVEA's main competitors?
Direct peers on record are West Paw Design, Earth Rated, Saalt, MAM Baby, Diva International (DivaCup) and Naty (By Naty). Emerging players are Apple Park and Pela Case. Broad incumbents are Philips Avent and Green Sprouts (i play.).
Does HEVEA have an API?
No public API is recorded for HEVEA.
What industry is HEVEA in?
HEVEA's product category is Sustainable Natural Rubber Consumer Products. Its primary akta.pro industry code is IMANAFAE, Consumer Products Injection Molding (Housewares, Toys, Personal Care). Its NAICS code is 326 and its SIC code is 3944.