HEVEA

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.

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

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

• Natural rubber products
• Sustainable baby products
• Eco-friendly pet toys
• Biodegradable menstrual care
• Plastic-free consumer goods

Headquarters

HQ city

Dragør

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

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

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core 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

Named customers7 records

Segments5 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

Four partnerships are on record, tiered core and minor.

• Tree NationcoreStrategic or Co-development Partner · 1 January 2021HEVEA 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 ChildrencoreStrategic or Co-development PartnerHEVEA 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)coreStrategic or Co-development PartnerHEVEA 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 ProgramminorStrategic or Co-development PartnerHEVEA'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

Direct 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

• YouTubeyoutube.com/channel/UC4r0yhtBHYCWe16juHbR9Xw
• Facebookfacebook.com/Heveaplanet
• Instagraminstagram.com/hevea.planet
• Xx.com/HEVEAplanet
• LinkedInlinkedin.com/company/heveaplanet

Compliance5 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 HEVEA