ZO

What ZO does

ZO (legally ZO Clean Planet B.V.) is a Dutch direct-to-consumer sustainable cleaning products company headquartered in Driebergen-Rijsenburg, Netherlands, operating the e-commerce platform zoschoon.nl. The company sells concentrated, 100% natural, vegan cleaning formulas organized by room/purpose (kitchen, bathroom, glass, all-purpose, dishwashing, hand soap, and floor cleaning), which customers dilute at home with tap water in reusable PET spray bottles and foam dispensers that carry a lifetime warranty. This concentrate-and-dilute model eliminates water transport, reducing plastic waste by approximately 40 bottles per user per year and forming the technical core of the offering.

ZO's business model is product-led direct-to-consumer, with starter packs (€14-58) including a dispenser plus 2-3 refill sachets, year packs (€19-83) offering 5-10 refills at 22-33% discounts versus per-unit pricing, and individual refill sachets (€14-19) that drive recurring replenishment. The company serves environmentally conscious Dutch (and recently Belgian) households through its owned e-commerce site, shipping via PostNL in the Netherlands and bpost in Belgium, with a 66-day trial period and money-back guarantee to lower purchase friction. Marketing emphasizes sustainability credentials (B Corp certification, UNICEF partnership, WWF Business Supporter) and earned media coverage in major Dutch publications (De Telegraaf, De Volkskrant, Libelle, Linda, VTWonen). The company is privately held by founders Joey Verseput and Bert Groen, operates with a 1-10 person team, and reports 200,000+ users and a 4.8/5 Trustpilot score across 4,000+ reviews.

Name

ZO

Legal name

ZO Clean Planet B.V.

Website

https://zoschoon.nl

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

ZO is a Dutch direct-to-consumer brand selling concentrated, vegan cleaning formulas that customers dilute at home in reusable lifetime-warranty dispensers, serving environmentally conscious households in the Netherlands and Belgium with a focus on plastic-waste reduction.

Ownership category

akta.pro rank

Product category

Sustainable Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Eco-Friendly Concentrates, Refills & Packaging Systems (CRAJAOAL)

akta.pro secondary industries

Dish Soap Refills & Concentrates (CRAJABAG), Eco-Friendly & Plant-Based Dishwashing Products (CRAJABAJ), Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM), Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable) (CRAJAOAJ), Hand Sanitizers & Cleansing Sprays (CRABAEAJ)

Keywords

• Concentrated cleaning formulas
• Eco-friendly household cleaners
• Vegan cleaning products
• Sustainable home cleaning
• Natural dish soap

Headquarters

HQ city

Driebergen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product sales: ZO generates revenue primarily through direct-to-consumer sales of cleaning products. Their product line includes starter packs (startpakket) containing sprayers/foamers with 2-3 refill sachets (€14-17), year packs (jaarpakket) with 5-10 refills at a discount (€19-83), and individual refill sachets (€14-19). Accessory products include cleaning cloths, brushes, and replacement parts. They also sell extenders and replacement parts for their sprayers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

ZO sells a direct-to-consumer line of concentrated, 100% natural vegan cleaning formulas (schoonhouders) that customers dilute at home with tap water in reusable spray and foam dispensers. The product range is organized by room/purpose — kitchen, bathroom, glass, all-purpose, dish, hand, and floor — sold as starter packs, annual supply packs, refill sachets, and accessories such as microfiber cloths, sponges, and dispenser parts.

Product overview

ZO is a Dutch sustainable cleaning products company operating on a 'schoonhouden' (maintenance cleaning) concept rather than traditional deep cleaning. The product portfolio consists of a modular system of concentrated cleaning products organized by room/purpose: ZO keuken schoon (kitchen), ZO sanitair schoon (bathroom/toilet), ZO glas schoon (glass/windows), ZO alles schoon (all-purpose), ZO afwas schoon (dishwashing), ZO handen schoon (hand soap), and ZO vloer schoon (floor cleaning). Each product line is available as starter packages with sprayer/foam dispensers and refill pouches, or as annual supply packages. Complementary accessories include microfiber cloths (available in room-specific variants and bundles), coconut sponges, duo sponges, cellulose sponge cloths, cotton dish towels, and replacement parts for dispensers. All products use concentrated formulas that customers dilute with water at home, eliminating water transport and reducing plastic waste by approximately 40 bottles per year compared to traditional cleaning products.

Differentiator

Problem solved

Functional benefit

Products and services

• ZO Kitchen Cleaner Starter Pack (keuken schoon startpakket) Starter kit for kitchen surfaces featuring a powerful degreaser concentrate that users mix with water in a reusable spray bottle. Includes sprayer and three refill pouches, priced at €15.
• ZO Bathroom Cleaner Starter Pack (sanitair schoon startpakket) Bathroom and toilet cleaner concentrate with descaling properties for limescale removal, including sprayer and three refill pouches, priced at €15.

Quantifiable outcome

• Saves 40 plastic bottles per user per year
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

One partnership is on record.

• UNICEF Business BuddiesminorOthersZO supports UNICEF through their Business Buddies program, demonstrating corporate social responsibility commitment.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Marcel's Green Soap: Dutch eco-friendly cleaning brand with overlapping concentrate and refill products (hand soap, dish, all-purpose). Closest direct competitor in the Dutch market, with broader retail distribution including Albert Heijn.
• Seepje: Dutch plant-based cleaning brand using natural soap nut surfactants. Direct competitor in the Dutch eco-cleaning DTC and retail channel with a similar sustainability-led positioning.

Broad incumbents

• Frosch: German eco-cleaning brand owned by Werner & Mertz, with broad European distribution. Competes in the same categories as ZO and represents the established mainstream eco-cleaning alternative in DACH.
• Ecover: Belgian pioneer in ecological cleaning products, now part of SC Johnson. Overlaps on every category ZO sells (dish, laundry, surface, hand) and is the established eco-cleaning incumbent across Benelux and Europe.
• Method Products: Ecover's sister brand under SC Johnson, focused on design-led eco-friendly surface and dish cleaners. Competes in adjacent cleaning categories and is widely distributed in mainstream retail.
• Seventh Generation: US plant-based cleaning brand now owned by Unilever. Competes in surface cleaners, dish, and hand care with a similar sustainability narrative; useful as a peer for category breadth and brand-building at scale.

Regional players

• Smol: UK-based DTC brand selling concentrated, refillable laundry and cleaning products. Operates an essentially identical concentrate + reusable bottle model as ZO but in a different geography, and is a likely cross-border competitive reference point.
• Splosh: UK-based refill cleaning brand with refill pouches and reusable bottles, very similar system architecture to ZO. Comparable as a regional peer studying how the model performs at scale outside the Netherlands.
• Blueland: US-based DTC company selling tablet-based and concentrated cleaning with reusable sprayers. Closest US analogue to ZO's model and a benchmark for capital-raised refill-native players entering Europe.

Emerging players

• Bio-D: UK-based independent eco-cleaning manufacturer with allergen-friendly, plant-based formulas across dish, laundry, and surface cleaners. Comparable as a smaller, mission-driven brand navigating the same refill and sustainability tailwinds as ZO.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@zoschoon
• Facebookfacebook.com/zoschoon
• Instagraminstagram.com/zoschoon
• LinkedInlinkedin.com/company/zo-schoon

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 ZO