Amplify Goods | Certified SE and Diverse Owned

What Amplify Goods | Certified SE and Diverse Owned does

Amplify Goods is a UK-based certified social enterprise founded in 2021 by Camilla Marcus-Dew and Pasha Michaelsen, headquartered in London with packing operations in Canning Town conducted in partnership with the homelessness charity Crisis. The company manufactures and distributes a portfolio of refill-first personal care products — including liquid hand and body washes, shampoo, lotion, bar soaps, and the proprietary SUDZERØ powder-to-foam handwash system — alongside the luxury re:mind sub-brand co-developed with Bunzl Cleaning & Hygiene Supplies. All products are Vegan Society certified, formulated with 94–99% naturally derived and readily biodegradable ingredients, and packaged using home-compostable sachets, recycled and repurposed cardboard, reusable glass bottles, and refillable dispensers; SUDZERØ is independently verified to deliver 84%+ carbon savings versus traditional liquid soap across its full life cycle.

The business model is a hybrid of B2B distribution-led sales and direct-to-consumer e-commerce. B2B revenue flows primarily through national cleaning and hygiene distributors — Bunzl (exclusive for re:mind), Mayflower, Lyreco, Zep Brook, Janitorial Express, and MSupply — serving facilities management companies, corporate offices, hospitality, and educational institutions managing ESG and Net Zero targets. Consumer revenue comes through the amplifygoods.org shop plus select social enterprise retailers (Etsy, Social Supermarket, Crisis Shop, Ethical Stationery Company). Pricing is transactional pay-as-you-go with no subscription model, ranging from £7.20 for sponges to £560 for corporate gifting cases, with free delivery over £250. Products are manufactured in the UK and packed by individuals facing barriers to employment including homelessness and disability, referred through partnerships with Crisis, Beam, Praxis, NewLife, and Your Place.

Customer segments are weighted toward B2B sustainability/ESG decision-makers as the primary segment, with conscious consumers and corporate gifting as secondary segments. The company is SEUK certified (meeting the criteria of 50%+ surpluses reinvested to mission and 50%+ trade income), People and Planet First verified, Plastic Neutral certified, a UN Race to Zero member targeting Net Zero by 2030, and B Corp pending. As of December 2025 the company reports cumulative impact of £1.3 million in social value generated, 366,000 single-use plastic bottles avoided, and 1,338 hours of real living wage work experience, though financial revenue is not publicly disclosed.

Name

Amplify Goods | Certified SE and Diverse Owned

Legal name

Amplify Goods

Website

https://amplifygoods.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Amplify Goods is a UK-based certified social enterprise that designs, manufactures, and distributes refill-first personal care products — including the SUDZERØ powder-to-foam handwash system and re:mind luxury range — to B2B customers via national distributors like Bunzl and to consumers via its own e-commerce shop, while providing paid work experience to people facing barriers to employment.

Ownership category

akta.pro rank

Product category

Sustainable Personal Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Hygiene Packaging & Dispensing Systems (Dispenser Systems, Packs) (IMAMAGAJ), Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM)

Keywords

• Sustainable personal care products
• Refill-first hygiene products
• Powder-to-foam handwash
• Social enterprise manufacturing
• Circular economy packaging

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Product Sales: Bulk sales of refill-first soaps, scents, and accessories to businesses through distribution partners. Includes SUDZERO powder-to-foam products, Amplify Goods liquid washes, re:mind luxury range, glass dispensing systems, and compostable accessories. Revenue generated from product pricing with cost advantages through reduced storage, transport, and waste management for customers.
2. Direct-to-Consumer E-commerce: Consumer purchases via amplifygoods.org online shop. Includes SUDZERO home packs, Solidarity bar soaps, sponges, and starter kits. One-time purchase model with subscription not currently offered.
3. Corporate Gifting and Events: Bulk orders for corporate gifting, events, and hampers. Case quantities of Solidarity bar soaps available for volume corporate orders with social value impact.
4. Distributor/VAR Sales: Products distributed through established B2B cleaning and hygiene supply chains including Bunzl, Mayflower, Lyreco, and others. Distributors purchase wholesale and resell to end customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels10 records

Marketing channels8 records

Core offering

Amplify Goods manufactures and sells a Refill-First, circular-enabled portfolio of sustainable personal care products including the SUDZERØ powder-to-foam handwash system, re:mind luxury washroom range, 5L bulk hand/body washes and shampoos, 1L lotion refills, Solidarity bar soaps, diffuser blends, and expanding compostable sponges. Products are sold primarily to B2B customers (facilities management companies, corporate offices, hospitality venues) through national distribution partners including Bunzl, Mayflower, and Lyreco, and direct to conscious consumers through the company's own e-commerce shop. Products are Vegan Society certified, made with 94-99% naturally derived ingredients, packed in home-compostable and recycled packaging, and assembled by people facing barriers to employment through the company's partnership with Crisis.

Product overview

Amplify Goods is a certified social enterprise and B Corp pending, offering a portfolio of sustainable personal care products built around a Refill-First, circular-enabled model. The core portfolio consists of: (1) SUDZERØ System - an innovative powder-to-foam hand wash technology with home-compostable sachets offering 84%+ carbon savings, including dispensers, bottles, and refill sachets in multiple sizes; (2) re:mind - a luxury sub-brand developed with Bunzl for premium washroom environments; (3) Amplify Goods liquid washes, shampoos, and lotions in 5L bulk format paired with Forever Glass bottles; (4) Solidarity Exfoliating Bar Soaps with upcycled ingredients; (5) accessories including wall brackets, diffuser vessels, and expanding compostable sponges. All products are Vegan Society certified, made with naturally-derived ingredients (96%+), manufactured in the UK, and packed by people facing barriers to employment including homelessness and disability. The products create measurable social value through living wage work experience and environmental value through plastic avoidance, carbon reduction, and circular packaging.

Differentiator

Problem solved

Functional benefit

Brands

• re:mind: Luxury range of hand and body care products developed in partnership with Bunzl Cleaning & Hygiene Supplies. Designed for premium washroom environments with naturally derived ingredients and sophisticated essential oil blends.
• SUDZERØ

Products and services

• SUDZERØ Powder-to-Foam Handwash System Proprietary powder-to-foam handwash system offering 84%+ carbon savings versus traditional liquid soaps per independently verified LCA. Concentrated powder sachets are mixed with water to create foaming handwash, available in 4L large and 350ml small refill packs plus B2B sample packs and home packs. Scented with orange and rosemary essential oils; 100% plastic-free, microplastic-free, and home compostable. Designed for both B2B commercial washrooms and B2C home use.
• re:mind Luxury Washroom Range Luxury range of hand and body care products developed in partnership with Bunzl Cleaning & Hygiene Supplies for premium commercial washroom environments. Naturally derived ingredients with sophisticated essential oil blends in a Refill-First, low-waste format, distributed exclusively through Bunzl's national supply chain.
• Amplify Goods 5L Hand, Body, and Shampoo Refills Bulk 5L refill format hand wash, body wash, and shampoo made with 97-99% naturally derived ingredients, free from artificial perfumes and synthetic dyes, Vegan Society certified. Available scented (Rosemary Orange) and unscented, suitable for food environments, designed to be paired with reusable Forever Glass bottles for Refill-First use in commercial washrooms and home.
• Amplify Goods 1L Hand and Body Lotion Refill Hand and body lotion in 1L refill pouches with uplifting sweet orange and rosemary fragrance, enriched with luxurious essential oils and shea butter. Made with 96% naturally derived ingredients, free from artificial perfumes and synthetic dyes, Vegan Society certified. Designed to refill the Forever Glass Lotion Bottle.
• Solidarity Exfoliating Bar Soap Solidarity exfoliating bar soap infused with rosemary and orange essential oils and upcycled olive stone granules. 100% vegan, 96% naturally derived, 86% organic, and 0% plastic. Available as 4-packs and corporate cases of 175 bars for sustainable gifting, with verified social value generated per purchase.
• Diffuser Blend Refills Orange and rosemary diffuser blend refill made with luxury essential oils in infinitely recyclable aluminium bottles, supplied with replacement reeds. Designed to refill the Forever Glass Diffuser Vessel, encouraging refill-first and recycling behaviours.
• Expanding Compostable Sponges Fully plastic-free kitchen sponges made from cotton and cellulose fibres. Machine washable up to 95°C, microwavable, and dishwasher safe. Compostable at end of life and hand-printed with sustainability messaging.
• Forever Glass Bottles (Wash, Lotion, Diffuser) 500ml unfilled recyclable glass bottles (Wash, Lotion, and 200ml Diffuser Vessel) with premium metal-top pumps, designed for easy refilling with Amplify Goods 5L hand wash, 1L lotion, and diffuser blend refills. Dishwasher-proof print with long-life metal pumps tested to 50,000 presses.
• SUDZERØ Wall Dispensers and Stainless-Steel Wall Brackets Refillable 900ml foaming soap wall dispensers (SUDZERØ stainless steel and 100% recycled plastic) and 100% stainless-steel lockable and non-lockable wall brackets (single and double). UK-made and designed to hold Amplify Goods Forever Glass bottles, recycled PET bottles, and SUDZERØ dispensers in commercial washrooms and home environments.

Quantifiable outcome

• 84%+ carbon savings (SUDZERO vs traditional liquid soap)
• +6 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

24 partnerships are on record, tiered core and minor.

• Bunzl Cleaning & Hygiene SuppliescoreChannel Partner/ Reseller/ Distributor · 1 January 2024Exclusive partnership for re:mind luxury washroom brand developed by Amplify Goods in partnership with Bunzl. Products designed for premium washroom environments combining naturally derived ingredients with sophisticated essential oil blends. Distributed through Bunzl's national supply chain.
• CrisiscoreStrategic or Co-development PartnerPrimary partner for warehouse operations in Canning Town where products are assembled and packed by people facing barriers to employment including homelessness. Crisis refers individuals to Amplify Goods for work experience opportunities. Affiliate program donates 10% of sales value directly to Crisis.
• BeamminorStrategic or Co-development PartnerPartner organization referring individuals facing homelessness to Amplify Goods work experience program.
• PraxisminorStrategic or Co-development PartnerPartner organization referring individuals to Amplify Goods employment opportunities.
• NewLifeminorStrategic or Co-development PartnerPartner organization referring disabled individuals to Amplify Goods work experience program.
• Your PlaceminorStrategic or Co-development PartnerPartner organization referring individuals to Amplify Goods employment opportunities.
• ReLondoncoreStrategic or Co-development PartnerPartnership between Mayor of London and London's boroughs to improve waste and resource management. In 2022, helped Amplify Goods develop container reuse programme and longer-term plan for compostable packaging in line with circular economy principles. Validated Amplify Goods business plans.
• Ellen MacArthur FoundationcoreStrategic or Co-development PartnerCommunity member of the Ellen MacArthur Foundation committed to circular economy principles. Follows their framework for commitments on the road to circularity.
• Made in HackneyminorStrategic or Co-development PartnerRegistered charity identifying Quiet Changemakers working across environmentalism including Just Transition and community engagement.
• Women's Environmental NetworkminorStrategic or Co-development PartnerRegistered charity identifying Quiet Changemakers working across environmentalism including biodiversity, water quality, air quality, healthy eating.
• Healing Justice London CICminorStrategic or Co-development PartnerCompany identifying Quiet Changemakers working on environmental justice issues.
• Transforming Local Communities CICminorStrategic or Co-development PartnerCompany identifying Quiet Changemakers working on environmental and community issues.
• rebox.ecominorStrategic or Co-development PartnerUK-based small business cutting repurposed cardboard into uniquely shaped packaging for SUDZERO products.
• reuseaboxminorStrategic or Co-development PartnerUK company providing reused cardboard boxes for SUDZERO case packaging.
• MayflowercoreChannel Partner/ Reseller/ DistributorUK distributor for Amplify Goods products through workplace supplies supply chain.
• LyrecocoreChannel Partner/ Reseller/ DistributorUK distributor for Amplify Goods products through international workplace supplies distribution network.
• Zep BrookcoreChannel Partner/ Reseller/ DistributorUK cleaning supplies distributor for Amplify Goods products.
• Janitorial ExpresscoreChannel Partner/ Reseller/ DistributorUK janitorial supplies distributor for Amplify Goods products.
• MSupplycoreChannel Partner/ Reseller/ DistributorUK facilities management supplies distributor for Amplify Goods products.
• Social SupermarketcoreChannel Partner/ Reseller/ DistributorSocial enterprise retailer specializing in ethical and sustainable products, selling Amplify Goods to conscious consumers.
• Ethical Stationery CompanyminorChannel Partner/ Reseller/ DistributorSocial enterprise retailer selling Amplify Goods products.
• DeveracoreTechnology or IntegrationConducted first two Life Cycle Assessments (LCAs) for SUDZERO products in 2025, providing independent verification of carbon savings claims.
• The Wilderness Foundation UKminorStrategic or Co-development PartnerEnvironmental charity receiving portion of Amplify Goods profits for nature and climate work.
• Plastic Credit ExchangeminorStrategic or Co-development PartnerCertified recovery of 2,000kg of ocean-bound plastic for Plastic Neutral certification.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Ecover: Established European eco-cleaning brand (part of SC Johnson Ecover range). Competes in same refill/eco-cleaning category, has institutional B2B presence, and historically shaped the sustainable cleaning category — a much larger incumbent.
• Seventh Generation: North American plant-based cleaning and personal care brand (Unilever). Comparable on sustainability positioning, plant/naturally derived formulations, and B2B washroom products — operates at vastly larger scale and geographic footprint.
• Method Products: Global eco-design cleaning and personal care brand (Ecover/People Against Dirty family, owned by SC Johnson). Overlaps on naturally derived hand wash, body wash, and cleaning products, but operates at far larger scale with broader retail distribution.

Direct peers

• Miniml: UK refill cleaning and personal care brand selling via refill shops and bulk format. Direct comparable on refill-first circular model, personal care + cleaning range, UK market, and naturally derived formulations.
• Smol: UK DTC brand offering concentrated refill laundry, dishwasher, and cleaning products with subscription model. Direct comparable on refill/concentrate format, UK market, sustainability positioning, and consumer washroom/hygiene adjacencies.
• Faith in Nature: UK natural personal care and cleaning brand with strong B2B distribution and refill commitments. Comparable on UK manufacturing, vegan/naturally derived positioning, B2B + retail dual channels, and sustainability certifications.
• Splosh: UK refill cleaning products brand delivering concentrated refill pouches. Highly comparable on refill-first circular model, concentrate format, UK market, and reducing single-use plastic — though primarily DTC vs Amplify's B2B-led motion.
• Bio-D: UK eco cleaning manufacturer producing naturally derived, vegan cleaning and personal care products. Highly comparable on UK manufacturing base, naturally derived formulation, B2B distribution channels, and eco-certifications.
• The Soap Co: UK social enterprise producing hand wash, body wash, and cleaning products employing people with disabilities. Most direct comparable: same founder (Camilla Marcus-Dew), same employment-driven social mission, same product category, B2B focus.

Emerging players

• Squeak Clean: UK B2B sustainable cleaning products supplier offering refill and concentrate products to commercial customers. Comparable on B2B focus, sustainability positioning, and concentrate/refill format — earlier-stage direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/amplify-goods

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Amplify Goods | Certified SE and Diverse Owned