The Sustainability Project
The Sustainability Project is a Singapore-based direct-to-consumer e-commerce retailer founded in 2017 that sells zero waste household and personal care products, supported by workshops, corporate services, and a Buy 1 Donate 1 social impact program, serving eco-conscious consumers, businesses, and schools.
- Company typePrivate
- Founded2017
- HeadquartersSingapore, Singapore
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Sustainability Project does
The Sustainability Project (TSP) is a Singapore-based direct-to-consumer e-commerce retailer and educational content publisher focused on zero waste and sustainable living products. Founded in 2017 by Jo (Joline Tang) and launching its retail website on January 4, 2018, the company sells reusable alternatives to single-use household items across categories including bathroom (e.g., bamboo toothbrushes with a Buy 1 Donate 1 donation model, corn-based dental floss, shampoo bars), kitchen (stainless steel and bamboo straws, collapsible cups, bamboo cutlery sets, bento boxes, stainless steel pegs), personal care (natural deodorant, reusable menstrual cup, Aleppo soap, reusable nursing pads), and home cleaning (cleaning tablets). Underlying technology is limited to standard e-commerce and content infrastructure; no proprietary technology platform or AI capabilities are disclosed. The catalog spans self-manufactured items and partnered brands such as Stojo, Marley's Monsters, and Freedom Cup.
The business generates revenue through three streams: transactional online product sales via its own storefront (thesustainabilityproject.life/shop) with free Singapore shipping above $45, sustainability workshops and educational services for team bonding, families, and schools, and corporate services such as corporate gift sets, booth setup, and educational displays. Distribution combines the own e-commerce store, a physical showroom at Wcega Tower in Singapore for in-person visits and self-collection, select Singapore stockists, and door-to-door international shipping to Australia, Hong Kong, Malaysia, South Korea, Thailand, Taiwan, and the United Kingdom. Pricing is unit-based with low-AOV items typically $3-$9.
The company is a founder-led small business with 7 employees and no disclosed external funding, M&A activity, or institutional investors. Marketing relies on an extensive blog of 100+ articles, an Instagram presence exceeding 100,000 followers, an email newsletter, community events including beach cleanups, and partner collaborations with brands such as Balade En Provence, Kind Bag, and Rajoet. Social impact programs including bamboo toothbrush donations (1,000+ to date), tree planting via NParks' Garden City Fund, the A Million Books book-rehoming initiative, Kāfēi used coffee ground repurposing, and textile donation drives are core to the brand identity and customer engagement model.
The Sustainability Project firmographics
Firmographics- Name
- The Sustainability Project
- Legal name
- The Sustainability Project
- Website
- https://thesustainabilityproject.life
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Sustainability Project is a Singapore-based direct-to-consumer e-commerce retailer founded in 2017 that sells zero waste household and personal care products, supported by workshops, corporate services, and a Buy 1 Donate 1 social impact program, serving eco-conscious consumers, businesses, and schools.
- Ownership category
- akta.pro rank
The Sustainability Project industry classification
Industry- Product category
- Sustainable Consumer Goods Retail
- NAICS
- Health and Personal Care Retailers (4561)
- akta.pro primary industry
- Eco-Friendly Household & Zero-Waste Refill Stores (CRAHAEAG)
- akta.pro secondary industries
- Recycled-Content & Sustainable Tissue/Hygiene Products (IMAMAGAK), Donation, Resale & Textile Recycling Coordination (HSAFABAI), Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable) (CRAJAOAJ)
Keywords
Where The Sustainability Project is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
The Sustainability Project business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Supply Chain, Infrastructure
Revenue model
- E-commerce Product Sales: Online retail of zero waste and sustainable living products including reusable straws, bamboo toothbrushes, containers, and other eco-friendly alternatives.
- Workshops and Educational Services: Sustainability workshops suitable for team bonding, family activities, birthdays and celebrations, including handmade paper workshops.
- Corporate Services: Corporate gift sets, booth setup services, and educational displays for businesses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Glass Straw with Straw Cleaner - entry-level reusable straw |
| Unit Pricing | Pay-as-you-go | Bamboo Toothbrush (Buy 1, Donate 1 model) |
| Other | Pay-as-you-go | Free shipping threshold |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
The Sustainability Project product offering
Product offeringCore offering
The Sustainability Project sells zero waste and sustainable lifestyle alternatives (reusable straws, bamboo toothbrushes, bento boxes, personal care items, cleaning products) through an online shop and physical showroom in Singapore. It complements retail with sustainability workshops, corporate gift sets, booth setup, and educational displays, plus community initiatives such as the Buy 1 Donate 1 bamboo toothbrush donation program.
Product overview
The Sustainability Project (TSP) is a Singapore-based e-commerce platform and educational organization focused on sustainable living made easy. The company operates a product retail business selling zero waste alternatives across categories including kitchen, bathroom, and personal care, alongside community initiatives and educational services. Product portfolio includes reusable straws (glass, stainless steel, bamboo, bubble tea), bamboo toothbrushes, personal care items (deodorant, dental floss, shampoo bars, menstrual cups), kitchenware (bento boxes, collapsible cups, cutlery sets), and cleaning products. Social impact initiatives include the Bamboo Toothbrush donation program, A Million Books tree-planting effort, Kāfēi coffee grounds repurposing, beach cleanups, and textile donation drives. The company also offers workshops and educational talks on sustainability topics.
Differentiator
Problem solved
Functional benefit
Products and services
- Glass Straw with Straw Cleaner
Quantifiable outcome
- Over 1,000 bamboo toothbrushes donated to beneficiaries
- +2 more outcomes
Companies that use The Sustainability Project
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
The Sustainability Project technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Sustainability Project partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Schools and Community GroupscoreRecipient partners for bamboo toothbrush donations through the Buy 1 Donate 1 program. Beneficiaries include schools, community groups, and seniors in Singapore. To date, over 200 toothbrushes donated.
- NParks' Garden City FundminorTrees planted locally through partnership with NParks' Garden City Fund initiative.
- Balade En Provence x TSPminorCollaboration product line featuring sustainable lifestyle products.
- Greenie Genie x TSPminorCollaboration product line featuring sustainable lifestyle products.
- Kind Bag x TSPminorCollaboration featuring reusable bags as sustainable alternatives.
- Rajoet x TSPminorUpcycled fashion collaboration project featuring sustainable clothing items.
- YNG X TSPminorCollaboration product line for sustainable youth-focused products.
- Singapore Wildcat Action Group (SWAG)minorContent partnership featuring conservation efforts for leopard cats and biodiversity in Singapore through blog features.
Scale indicators8 records
Recent moves5 records
Expansion highlights5 records
The Sustainability Project competitors and assessment
Company assessmentDirect peers
- Life Without Plastic: Online retailer offering plastic-free alternatives for kitchen, bathroom, and on-the-go use. Comparable catalog of reusable straws, bamboo cutlery, and household alternatives with similar educational content orientation.
- By Humankind: DTC personal care brand offering refillable, plastic-free deodorants, toothpaste tablets, shampoo bars and body care. Directly overlaps TSP's personal care assortment (deodorant, shampoo bars, dental floss, tooth powder) and refillable-product positioning.
- The Zero Waste Store: US D2C retailer specializing in zero-waste and sustainable household essentials including bamboo toothbrushes, reusable bags, and refillable containers. Directly overlaps TSP's product mix and customer mission.
- Unpackt: Singapore-based zero-waste refillery and bulk goods retailer selling package-free household and personal care products. Directly comparable as a Singapore-focused eco-friendly retail concept competing for the same zero-waste consumer segment.
- Etee: DTC eco-brand selling reusable food wraps, bamboo dish brushes, and household alternatives with a strong content and education focus. Comparable product mix and educational content-led GTM approach.
Broad incumbents
- Package Free Shop: US-based zero-waste retail destination offering reusable straws, bamboo toothbrushes, and household alternatives. Comparable product catalog and mission-driven positioning, with significantly larger scale and brand recognition than TSP.
- Who Gives A Crap: Global sustainable household brand selling bamboo toilet paper and forest-friendly tissue products with a 50% profits-to-sanitation donation model. Comparable mission-driven retail model with Buy 1 Donate 1-style giving mechanics similar to TSP's program.
- Pela Case: Eco-friendly consumer products brand selling compostable phone cases and sustainable everyday items. Comparable mission-driven DTC positioning and direct-to-consumer e-commerce model, though anchored in a different category.
Regional players
- Zero Waste Malaysia: Malaysia-based zero-waste retail and refill store serving the neighboring Malaysian market. Comparable zero-waste retail concept targeting a Southeast Asian audience adjacent to TSP's shipping geography.
- Eco Warrior Princess: Singapore/APAC-focused sustainability content and curation platform. Adjacent comparable as a Southeast Asia sustainability brand combining content, curation, and product promotion with a similar regional audience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Sustainability Project social profiles
Digital presenceThe Sustainability Project financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Sustainability Project leadership team
Management profileNumber of profiles
Profiles1 record
The Sustainability Project funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Sustainability Project M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Sustainability Project
What does The Sustainability Project do?
The Sustainability Project sells zero waste and sustainable lifestyle alternatives (reusable straws, bamboo toothbrushes, bento boxes, personal care items, cleaning products) through an online shop and physical showroom in Singapore. It complements retail with sustainability workshops, corporate gift sets, booth setup, and educational displays, plus community initiatives such as the Buy 1 Donate 1 bamboo toothbrush donation program.
Is The Sustainability Project a public or private company?
The Sustainability Project is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Sustainability Project founded?
The Sustainability Project was founded in 2017. It employs 1 to 10 people.
Where is The Sustainability Project based?
The Sustainability Project is headquartered in Singapore, Singapore, in the Asia region.
How does The Sustainability Project make money?
Three revenue lines are on record. E-commerce Product Sales are the primary driver. The others are workshops and Educational Services and corporate Services.
Who are The Sustainability Project's main competitors?
Direct peers on record are Life Without Plastic, By Humankind, The Zero Waste Store, Unpackt and Etee. Broad incumbents are Package Free Shop, Who Gives A Crap and Pela Case. Regional players are Zero Waste Malaysia and Eco Warrior Princess.
Does The Sustainability Project have an API?
No public API is recorded for The Sustainability Project.
What industry is The Sustainability Project in?
The Sustainability Project's product category is Sustainable Consumer Goods Retail. Its primary akta.pro industry code is CRAHAEAG, Eco-Friendly Household & Zero-Waste Refill Stores, with a secondary code of IMAMAGAK, Recycled-Content & Sustainable Tissue/Hygiene Products. Its NAICS code is 4561.