What Friendly Soap does

Friendly Soap is a UK-based manufacturer and direct-to-consumer retailer of handmade natural soap bars and adjacent eco-friendly personal care and household products, headquartered in Hebden Bridge, West Yorkshire. The company's core technology is a cold-press manufacturing method applied to plant-based formulations (coconut oil, rapeseed oil, shea butter, argan oil, castor oil, and essential oils), producing biodegradable, vegan, cruelty-free bars that are free from SLS, parabens, triclosan, phosphates, palm oil, and plastic packaging. Product surface spans natural soap bars (12+ scents), shampoo and conditioner bars, shaving bars, lifestyle specialty soaps (gardener's, cook's, mechanic's, sports, foot, dog shampoo), household products (laundry powder, kitchen bar, dish brushes, cellulose sponges, bamboo toilet rolls under the 'Kind Behind' sub-brand), and accessories (soap savers, racks, konjac sponges, tote bags).\n\nThe commercial model combines direct-to-consumer e-commerce via a Shopify storefront with flexible subscription service (15% recurring discount), trade/wholesale accounts, white label/private label services, and a Shopify Collective retailer referral program. Pricing is set at the unit level (£3.25–£4.95 per bar), with bundles such as the MY 12 mix-and-match pack (£39 reduced to £33.15), Naked & Natural 7-for-6 packs, and hospitality mini-bar packs of 24/126 units. The company serves four primary customer segments: eco-conscious individual consumers (primary), hospitality businesses (hotels, hostels, Airbnbs, glampsites), lifestyle-specific consumers (gardeners, mechanics, sports users, pet owners), and trade/wholesale customers. Geographic footprint is the UK and Ireland, with all products manufactured, packed, and shipped from a single Yorkshire facility. The company holds multiple third-party certifications (Vegan Society, Cruelty-Free International/Leaping Bunny, SAS Plastic Free Champion, Good Shopping Guide Gold) and operates as a privately held, bootstrapped business with no disclosed institutional funding.

Name

Friendly Soap

Legal name

Friendly Soap

Website

https://friendlysoap.co.uk

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Friendly Soap is a UK-based manufacturer of handmade natural, vegan, plastic-free soap bars and adjacent eco-friendly personal care and household products, sold direct-to-consumer via Shopify, with subscription, trade/wholesale, and white-label channels serving UK and Ireland customers.

Ownership category

akta.pro rank

Product category

Natural Personal Care & Household Soaps

NAICS

Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (4561)

SIC

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

akta.pro primary industry

Hand Soap & Hand Wash (CRABAEAC)

akta.pro secondary industries

Household Paper Multipacks & Value Packs (CRAJAFAI), Dishwashing Products (Hand Dish Soap, Automatic Dishwasher Detergents, Rinse Aids) (CRADAKAF)

Keywords

• Natural soap bars
• Handmade personal care
• Vegan skincare products
• Plastic-free toiletries
• Cold press soap

Headquarters

HQ city

Mytholmroyd

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. E-commerce Direct Sales: Primary revenue stream through direct-to-consumer online sales via their Shopify e-commerce platform. Products sold at individual bar prices, bundle packs, and subscription model with 15% discount.
2. Subscription Service: Flexible repeat delivery subscription service where customers control delivery frequency and quantity. Provides recurring revenue with 15% discount on each order.
3. Trade/Wholesale Accounts: B2B sales through trade accounts for wholesale customers, including white label and private label services for business customers.
4. Bulk Purchases: Bulk buying options including 12-packs, 3-packs, and 7-bar naked packs (7 for the price of 6) generating one-time transaction revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Friendly Soap handcrafts and sells plant-based, vegan, cruelty-free natural soap bars and personal care products using a cold press manufacturing method in Yorkshire, UK. The core product range includes scented natural soap bars (over a dozen varieties), shampoo and conditioner bars, shaving bars, lifestyle-specific soaps (gardener, cook, mechanic, sports, dog shampoo), and an expanding line of eco-friendly household products such as bamboo toilet rolls, laundry powder, and kitchen bars. Products are sold individually, in bundles, gift sets, package-free options, and via a flexible subscription service, primarily through the company's own Shopify e-commerce website with supplementary trade/wholesale and white-label channels.

Product overview

Friendly Soap is a UK-based company offering a comprehensive portfolio of natural, plant-based personal care and household cleaning products. Their core offering consists of handcrafted natural soap bars available in over a dozen scents (Ylang Ylang, Rose Geranium, Cedarwood, Tea Tree & Turmeric, Aloe Vera, Rosemary, Lemongrass, Patchouli & Sandalwood, Lavender, Cinnamon, Peppermint & Poppy Seeds, Orange & Grapefruit), complemented by specialized lifestyle soaps (Gardener's Soap, Cook's Soap, Mechanic's Soap, Foot Soap, Sports Soap, Dog Shampoo), hair care (Shampoo Bars, Conditioner Bars, Shaving Bars), and eco-friendly household products (Bamboo Toilet Rolls branded as Kind Behind, Eco Laundry Powder, Kitchen Bar, Dish Brush, Cellulose Sponges and Cloths, Reusable Produce Bags). Products are sold individually, in bundles (3-Packs, 12-Packs), gift sets (Trio Gift Sets), and package-free options (Naked & Natural). The company also offers soap accessories including Soap Savers, Soap Boxes, and Soap Racks. All products are vegan, cruelty-free, plastic-free, palm oil-free, and free from SLS, parabens, and harsh chemicals. They operate on a direct-to-consumer e-commerce model powered by Shopify.

Differentiator

Problem solved

Functional benefit

Brands

• Kind Behind: Eco-friendly bamboo toilet paper brand sold through Friendly Soap, marketed as a sustainable alternative to tree-based toilet paper.

Products and services

• Natural Soap Bars Handcrafted natural soap bars made with plant-based ingredients, essential oils, and natural botanicals via cold press method, available in over a dozen scent variants including Ylang Ylang, Rose Geranium, Cedarwood, Tea Tree & Turmeric, Aloe Vera, Rosemary, Lemongrass, Patchouli & Sandalwood, Lavender, Cinnamon, Peppermint & Poppy Seeds, and Orange & Grapefruit. Sold individually to eco-conscious consumers.
• Trio Gift Sets Curated sets each containing three full-size naked & natural soap bars designed for ethical gifting. Priced at £29.95 (reduced from £35.80). Sets include Rose Geranium/Ylang Ylang/Lavender, Cedarwood/Cinnamon/Patchouli & Sandalwood, Orange & Grapefruit/Lemongrass/Tea Tree & Turmeric, and Peppermint & Poppy Seeds/Rosemary/Aloe Vera.
• 3 Packs Convenient bundles of three natural soap bars offering savings. Plastic-free, vegan, cruelty-free, and preservative-free.
• Mini-Bars (Hotel Guest Soap) Small-format soap bars sold in packs of 24 (£20.99) or 126 (£79.47-£93.49) for hotels, hostels, glampsites, and Airbnb hosts. Made with coconut oil, argan oil, and shea butter. Hair & body mini-bars also available. Free shipping on orders over £30.
• Lifestyle Range Specialized soap bars designed for specific lifestyles: Gardener's Soap (with volcanic pumice and poppyseeds), Cook's Soap (odor-fighting for kitchen work), Mechanic's Soap (grease-cutting), Foot Soap (antifungal with peppermint, thyme, clove and tea tree), Sports Soap (with arnica for tired muscles), and Dog Shampoo.
• Soap On A Rope Bumper 125g natural soap bars with sturdy unbleached cotton rope for easy hanging and drying. Available in Aloe Vera, Lavender, Lemongrass, Orange & Grapefruit, Peppermint & Poppyseeds, and Patchouli & Sandalwood.
• Naked & Natural (Package Free) Luxurious natural soap bars available without cartons, with 7 bars for the price of 6. Includes same range of scents as standard soap bars with reduced packaging waste.
• Shampoo Bars Natural shampoo alternatives containing organic argan oil, free from sulfates, parabens, phthalates, and synthetic fragrances. Available in Lavender & Tea Tree, Lavender & Geranium, Peppermint & Eucalyptus, and Fragrance-free variants for colored, curly, or sensitive scalps.
• Conditioner Bars Solid alternative to liquid conditioners made with cocoa butter and castor oil. Conditions and detangles hair while reducing water consumption.
• Shaving Bars Natural shaving soap bars that create a rich, luxurious lather for a smooth shave. Available in Orange & Lavender and Fragrance-free variants.
• Dog Shampoo Natural dog shampoo bar with lavender, rosemary, cedarwood (natural flea/tick repellent), coconut oil, oatmeal, and turmeric. Cruelty-free, vegan, and plastic-free.
• Kind Behind Bamboo Toilet Rolls 100% bamboo toilet rolls that are unbleached, soft, strong, and septic tank friendly. Made from sustainably grown bamboo with plastic-free, recycled/recyclable packaging. Available in packs of 24 at £19.95. Sold under the Kind Behind sub-brand with Sedex ethical supply chain certification.
• Eco Friendly Laundry Powder Non-bio eco-friendly laundry detergent made from natural, biodegradable, plant-based ingredients. Offers up to 25 washes per 1.75kg pack. Hypoallergenic and free from SLS, parabens, and harmful chemicals. Priced at £10.40.
• Kitchen Bar Natural dish washing bar soap with lemon and lime scent, gentle on hands, biodegradable, and effective for dishes and pre-wash stain removal. Free from plastic, palm oil, and harmful chemicals. Priced at £4.25.
• Facial Cleansing Bars Handmade facial cleansing bars made with cocoa or shea butter, designed to cleanse skin gently without harsh chemicals. Available in fragrance-free options suitable for sensitive skin, eczema, and dermatitis.
• Travel Bars Travel-sized soap bars in cardboard holders designed for eco-adventures, camping, and outdoor use with biodegradable formulation safe for natural environments.
• Detox Bar Activated charcoal soap bar with rosemary and lime, designed for deep cleansing and detoxification of skin.
• Sports Soap Natural soap bar crafted with arnica to soothe tired muscles, cooling peppermint, and zesty lime. Designed for post-workout use to help body recover.
• Trade/Wholesale Accounts B2B trade accounts program offering wholesale pricing for retailers and businesses purchasing Friendly Soap products in volume for resale.
• White Label / Private Label Service White label and private label soap manufacturing service for businesses seeking custom branded eco-friendly soap products.
• MY 12 Subscription Bundle Mix-and-match 12-bar bundle with 15% discount plus free shipping and a free gift. Regular price £39.00, discounted to £33.15. Operates as a recurring monthly subscription service with customer-controlled delivery frequency and quantity.

Quantifiable outcome

• Every order generates 10p donation to Just A Drop and ForUsTree charities

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Just A DropminorOthersInternational charity focused on hygiene and safe water projects around the world. Every Friendly Soap website order generates a 10p donation to support their vital projects.
• ForUsTreeminorOthersCommunity group dedicated to replanting lost local woodland and hedgerows. Every Friendly Soap website order generates a 10p donation to support their tree planting initiatives.
• The Vegan SocietycoreOthersOfficial accreditation for vegan products. Products carry The Vegan Society certification indicating they contain no animal ingredients and are not tested on animals.
• Cruelty-Free InternationalcoreOthersOfficial accreditation confirming products are not tested on animals. Partnership indicates commitment to cruelty-free manufacturing practices.
• Surfers Against SewagecoreOthersRecognition as Plastic Free Champion through SAS Plastic Free Businesses initiative. Confirms commitment to eliminating plastic from products and operations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Faith in Nature: UK natural and vegan personal-care brand offering bar soaps, shampoos and household cleaners. Direct comparable on UK origin, plant-based positioning, and broad grocery/retail distribution.
• Dr. Bronner's: Family-owned maker of natural castile bar and liquid soaps with organic, fair-trade, and cruelty-free credentials. Highly comparable on formulation philosophy, ethical sourcing, and bar format.
• Lush: UK-based handmade natural cosmetics and soap brand with strong ethical/vegan positioning and global retail footprint. Closest direct comparable on product (handmade bars), ethics, and channel mix (own retail + DTC).
• Bio-D: UK-based manufacturer of eco-friendly, vegan, hypoallergenic cleaning and personal-care products. Closely comparable on UK origin, plant-based credentials, and overlap into household cleaning SKUs.

Broad incumbents

• Ecover: Pioneer in plant-based, biodegradable cleaning products (laundry, dish, household). Comparable on eco household SKUs such as laundry powder and dish bars, but operates at industrial scale as part of SC Johnson.
• Sundial Brands / SheaMoisture: Natural and ethically sourced personal-care brand (owned by Unilever) with bar soaps and hair care. Comparable on natural ingredient positioning and hair-care bar category overlap.
• Method Products: Eco-design household and personal-care brand (now under SC Johnson) with biodegradable formulas and recycled packaging. Comparable on household cleaning crossover, but at significantly larger scale.
• The Body Shop: Global ethical beauty retailer owned by Natura &Co with broad vegan/cruelty-free personal-care range. Overlaps on bar soaps and ethical positioning but at much larger scale and retail-store distribution.
• Burt's Bees: Natural personal-care brand owned by Clorox offering bar soaps and bath products with eco-credentials. Comparable on natural ingredient positioning but at global mass-retail scale.

Others

• The Ethical Shop: UK online retailer specialising in ethical, eco-friendly, and fair-trade personal care and household goods. Acts as a potential distribution partner and indirect competitor via aggregated eco-brand assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/friendlysoapltd
• YouTubeyoutube.com/user/cozamandius/videos
• Facebookfacebook.com/friendlysoapltd
• Instagraminstagram.com/friendlysoapltd
• Pinterestpinterest.co.uk/friendlysoapltd
• TikToktiktok.com/@friendlysoap
• LinkedInlinkedin.com/company/friendly-soap-limited

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

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 Friendly Soap