Sjö&Hav Outdoor Care

What Sjö&Hav Outdoor Care does

Sjö&Hav Outdoor Care is a Swedish niche consumer-goods company founded in 2004 and operated through the legal entity SH Kollektion AB (company number 556759-1531). The company designs, manufactures, and sells biodegradable outdoor care products — saltwater soap, soap bar, shampoo, leave-in conditioner, hair+body wash, dish+laundry wash, washing-up liquid, and DEET-free mosquito and tick repellents — formulated for use in both saltwater and freshwater in Scandinavian outdoor conditions. Its core technical propositions are a plant-based repellent active ingredient (Citriodiol®, derived from organic lemon eucalyptus oil), 28-day environmental biodegradability, and vegan formulations free from unnecessary additives.

The product portfolio is built around a few proprietary formulation features: a saltwater-optimized lathering system that works in cold water, Citriodiol® as a registered pesticide active with the Swedish Chemicals Inspectorate, and DEET-free repellent chemistry advertised as effective for up to six hours against mosquitoes, ticks, horseflies, gnats, and deer flies. The repellent line is sold in spray and roll-on formats; personal care SKUs are also bundled into Wilderness Kit No. 3 and Summer Kit No. 3 for outdoor and vacation use cases. The company is privately held, founder-owned (Kim Persson, Founder & CEO), bootstrapped, and small (1-10 employees).

Sjö&Hav monetizes through two channels: direct-to-consumer e-commerce on sjohav.com shipping within Europe with 3-5 day delivery, and wholesale distribution to physical retailers in Sweden, Finland, Norway, Germany, the Netherlands, and Belgium. Named retail partners include Apoteket AB, Kronans Apotek, Naturkompaniet, Alewalds, ICA, Partioaitta, Bergfreunde, Camp4 Berlin, BlueSky Sport, and AS Adventures. Pricing is per-unit at EUR 6.50-25.50 inclusive of VAT. The company invests in social media (Facebook, Instagram, Pinterest), organic SEO content, and consumer testimonials, and has been validated by an independent Testfakta consumer test as a repellent test winner.

Name

Sjö&Hav Outdoor Care

Legal name

SH Kollektion AB

Website

https://sjohav.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Sjö&Hav Outdoor Care is a Swedish, founder-owned manufacturer of biodegradable outdoor care products — saltwater soaps, shampoos, repellents, and cleaning liquids — sold via a DTC web shop and select European retailers to boaters, hikers, campers, and archipelago dwellers.

Ownership category

akta.pro rank

Product category

Outdoor Personal Care & Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro industry

PRIMARYCRAJAOAC

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers)

Consumer Products & Retail/Household Products & Cleaning Supplies/Eco-Friendly Cleaning Products

SECONDARYCRADAKAA

Laundry Detergents & Boosters (Liquid/Powder/PODS, Enzymes, Bleach Alternatives)

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

Keywords

• Biodegradable personal care
• Outdoor hygiene products
• Plant-based insect repellent
• Saltwater soap
• Outdoor cleaning products

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): Revenue from selling biodegradable outdoor care products directly to consumers through the company's web shop. Products include soaps, shampoos, repellents, and kits. Ships within Europe with 3-5 day delivery.
2. Retail Distribution: Revenue from wholesale distribution to physical retail partners including pharmacies (Apoteket AB, Kronans Apotek), outdoor/nature stores (Naturkompaniet, Alewalds), grocery stores (ICA), and boat accessory stores across Sweden and EU countries.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Sjö&Hav Outdoor Care manufactures and sells biodegradable, plant-based body care and cleaning products designed for outdoor use in Scandinavian conditions, including saltwater soaps, shampoos, leave-in conditioner, multipurpose hair+body and dish+wash detergents, washing-up liquid, and DEET-free mosquito and tick repellents. Products are sold directly through the company's European web shop and through physical retailers (pharmacies, outdoor stores, grocery and boat accessory stores) across Sweden, Finland, Norway, Germany, the Netherlands, and Belgium.

Product overview

Sjö&Hav Outdoor Care is a Swedish manufacturer of biodegradable outdoor care products for natural Scandinavian conditions. The product portfolio consists of two main categories: personal care products (liquid saltwater soap, soap bar, saltwater shampoo, leave-in conditioner) and multipurpose cleaning products (hair+body wash, dish+wash detergent, washing-up liquid, mosquito & tick repellents in spray and roll-on formats). Products are designed for both freshwater and saltwater use, lather effectively in cold water, and break down in nature within approximately 28 days. The company also offers bundled kits (Summer Kit, Wilderness Kit) combining multiple products in recycled cotton bags. The mosquito and tick repellents use organic lemon eucalyptus oil (Citriodiol®) as the active ingredient, are DEET-free, and provide up to 6 hours of protection against mosquitoes, ticks, horseflies, gnats and deer flies.

Differentiator

Problem solved

Functional benefit

Products and services

• Saltwater Soap (Outdoor Soap) Liquid outdoor soap designed for use in saltwater and freshwater for swimmers and outdoor bathers; contains Aloe Vera for sun-warm skin, lathers in cold saltwater/freshwater, can be used as shaving cream. Vegan and biodegradable.
• Outdoor Soap Bar 200 gram solid saltwater soap bar with coconut and rape base; moisturises skin, provides creamy lather in salt and freshwater. Biodegradable, vegan, free of preservatives and palm oil; includes hemp rope for hanging to dry.
• Mosquito & Tick Repellent Spray DEET-free mosquito and tick repellent spray with organic lemon eucalyptus oil (Citriodiol®); repels mosquitoes, ticks, horseflies, gnats and deer flies; active for up to 6 hours; biodegradable. 75ml.
• Mosquito & Tick Repellent Roll-on DEET-free mosquito and tick repellent roll-on with organic lemon eucalyptus oil (Citriodiol®); repels mosquitoes, ticks, horseflies, gnats and deer flies; active for up to 6 hours; biodegradable. 50ml.
• Outdoor Wash Hair + Body Mild multipurpose cleaning product for outdoor living, designed for lightweight packing for kayaking, mountain hiking or travelling; contains Aloe Vera and lemon eucalyptus scent; vegan and biodegradable.
• Outdoor Wash Dish + Wash Mild long-lasting multipurpose cleaning product combining dish and laundry detergent for outdoor living; usable in saltwater and freshwater, effective in cold water; vegan and biodegradable; fragrance free.
• Outdoor Shampoo (Saltwater Shampoo) Shampoo adapted for saltwater use with Aloe Vera that moisturises sun-bleached hair; rich lather in both saltwater and freshwater; lightly perfumed with classic Sj\u00f6&Hav scent; vegan and biodegradable.
• Outdoor Washing-up Liquid Mild hand dish-washing soap adapted for saltwater; effectively cleans and dissolves grease in cold saltwater or freshwater; vegan and biodegradable; fragrance free.
• Leave-in Conditioner (Balsam Creme) Leave-in conditioner developed for outdoor living providing quick, smooth hair conditioning in simpler conditions; apply from ends to root; perfume free, vegan and biodegradable.
• Wilderness Kit No. 3 Bundled cleaning kit containing Hair+Body 75ml, Dish+Wash 75ml and Leave-in Conditioner 50ml in a Sj\u00f6&Hav bag of recycled cotton; intended to last an outdoor enthusiast an entire season.
• Summer Kit No. 3 (Vacation Kit) Bundled kit containing Outdoor Soap 200ml, Outdoor Shampoo 200ml and Leave-in Conditioner 50ml in a Sj\u00f6&Hav bag of recycled cotton with red drawstring; positioned as a go-away summer gift.

Quantifiable outcome

• Products biodegrade within 28 days, preventing harmful accumulation in nature
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Payex Sweden ABcoreTechnology or IntegrationPayment service provider for secure online payments. Processes credit card transactions for the Sjö&Hav web shop.
• DHLminorOthersLogistics partner for order delivery alongside PostNord.
• PostNordminorOthersLogistics partner for order delivery alongside DHL.
• TestfaktaminorOthersIndependent Scandinavian research and testing company that conducted consumer test on mosquito repellents, naming Sjö&Hav Mygg + Fästing as test winner.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ecover: Ecover is a European pioneer in ecological detergents, dishwashing, and laundry products with strong Nordic retail presence. Its plant-based, biodegradable formulations compete with Sjö&Hav's dish+wash and washing-up liquid lines in eco-conscious retail channels.
• Incognito: Incognito is a UK natural insect repellent brand offering DEET-free sprays, roll-ons, and lotions using plant-based actives. It directly overlaps with Sjö&Hav's repellent line in formulation philosophy and target audience of outdoor travelers.
• Mosi-guard: Mosi-guard is a UK-based natural insect repellent brand built around lemon eucalyptus oil (also sold as Citriodiol-based formulations). It is a direct peer to Sjö&Hav's Citriodiol® repellent spray and roll-on, competing in the DEET-free repellent category for outdoor users.
• Bronnley: Bronnley is a UK heritage toiletries and outdoor personal-care brand with a similar founder-led, niche positioning and product range including soaps and specialty care. Comparable to Sjö&Hav in its specialty outdoor/cottage aesthetic and independent scale.
• Method Products: Method is a design-led, eco-friendly cleaning products brand spanning dish, laundry, and home care. It competes with Sjö&Hav's Outdoor Wash Dish+Wash and washing-up liquid on plant-based, biodegradable, fragrance-free household cleaning positioning.
• Dr. Bronner's: Dr. Bronner's is a leading family-owned organic and fair-trade soap and personal-care brand with a strong European footprint. Its castile soap bar and body care range compete directly with Sjö&Hav's eco-friendly outdoor soap and hair+body wash on biodegradable, vegan, plant-based positioning.

Emerging players

• Saltwater Cosmetics / Sea Magik: Sea Magik is a UK natural skincare brand using mineral-rich sea water and salt in personal care products. It is comparable to Sjö&Hav's saltwater-themed product ethos for outdoor/coastal personal care, though focused on broader skincare use cases.
• Westlab (salts and bathing): Westlab is a UK-based mineral and salt bathing brand with Epsom and sea salt products targeted at wellness and recovery. It overlaps with Sjö&Hav's saltwater/outdoor bathing use case, though more focused on bath and spa than hiking/boating.

Broad incumbents

• Burt's Bees: Burt's Bees is a large, established natural personal-care brand owned by Clorox, offering soaps, lip balms, and outdoor-relevant products. It competes in the broader eco-friendly personal care space that Sjö&Hav operates in, with much larger scale and marketing budgets.
• Lush: Lush is a global handmade cosmetics brand known for ethical, vegan, and biodegradable personal care products including soaps and bath items. It competes broadly with Sjö&Hav on eco-friendly, vegan positioning but does not focus on the outdoor/saltwater niche.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/100059640285887
• Instagraminstagram.com/sjoochhav
• Pinterestpinterest.se/sjohav

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 Sjö&Hav Outdoor Care