Waschies Gmbh

What Waschies Gmbh does

Waschies GmbH is a German privately-held company (domiciled in Kulmbach) that designs, manufactures, and sells reusable, machine-washable fiber-based skincare cleansing products as sustainable alternatives to disposable cotton pads and wet wipes. Founded by Carolin Schuberth, the company was created to address skin irritation issues for her daughters and has evolved into an award-winning consumer brand. Waschies serves both individual consumers and professional buyers across 19 European countries through three distinct channels: a direct-to-consumer Shopify storefront (waschies.com), a dedicated B2B portal (b2b.waschies.com), and a company-owned physical retail store in Kulmbach.

The company's core technology is a proprietary microfiber-viscose fiber blend (88% polyester, 12% viscose) with heat-sealed extra-long fibers that prevent fraying and shedding during washing. Its product line centers on dual-sided cleansing pads — one microfiber side for cleansing, one linen or textured side for exfoliation — extended across face, body, hair, baby/kids, men, and intimate care categories. Specialized sub-brands include pureFeminine for intimate care and a Travel Bag range. All products are OEKO-TEX Standard 100 certified (tested for 1,000+ harmful substances) and dermatologically validated with a Dermatest 5-star rating; products are machine washable at temperatures up to 95°C for hygienic professional reuse. The portfolio has received editorial coverage in GLAMOUR, Cosmopolitan, and InStyle, and the company was featured on the German TV investment show 'Die Höhle der Löwen' (Shark Tank Germany).

Waschies operates a dual-track revenue model. D2C sales are driven by one-time purchases on waschies.com with products priced between €8 and €45, bundles and gift sets from €18 to €87, and 15%-off newsletter-driven first-order acquisition; free shipping thresholds apply by region. The B2B channel operates on a wholesale basis with a €100 minimum order, co-labeling/custom branding options, exclusive partner pricing, and promotional materials for cosmetic studios, dermatologists, pharmacies, midwives, and retailers. Wholesale distribution partners include Beauty Alliance, Schuback, and Parfümerie Wiedemann. The company does not disclose revenue or external funding rounds beyond its Shark Tank appearance; the named team is small (four people, including founder and e-commerce/sales functions), suggesting a founder-led operating model rather than a scaled enterprise.

Name

Waschies Gmbh

Legal name

Waschies GmbH

Website

https://waschies.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Waschies GmbH is a German skincare company that sells reusable, OEKO-TEX-certified microfiber cleansing pads and related textile products to eco-conscious consumers, cosmetic studios, and healthcare professionals across 19 European countries via D2C, B2B, and physical retail.

Ownership category

akta.pro rank

Product category

Reusable Skincare Textiles

NAICS

Toilet Preparation Manufacturing (32562)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABAAAK

Professional/Backbar Skincare (Esthetician & Spa Use)

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAAAF

Dermocosmetics & Medical-Grade Skincare

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAGAD

Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging)

Consumer Products & Retail/Beauty & Personal Care/Men’s Grooming & Shaving

SECONDARYCRABAJAH

Kids Personal Cleansing (Body Wash, Hand Soap)

Consumer Products & Retail/Beauty & Personal Care/Baby & Child Personal Care

Keywords

• Reusable makeup remover pads
• Microfiber skincare cleansing
• Sustainable beauty products
• Reusable hygiene textiles
• Eco-friendly skincare accessories

Headquarters

HQ city

Kulmbach

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (B2C): E-commerce sales of reusable skincare products directly to consumers through the waschies.com Shopify storefront. One-time purchase model with products ranging from makeup remover pads (€8-25) to bundles and gift sets (€18-87).
2. B2B Wholesale: Wholesale distribution to business partners including cosmetic studios, dermatologists, pharmacies, retailers, and online stores through the b2b.waschies.com portal. Minimum order value of €100 with bulk pricing and co-labeling customization options.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Waschies GmbH designs, manufactures, and sells reusable skincare and personal-care cleansing textiles made from a proprietary high-tech microfiber-viscose fiber blend, including makeup remover pads, face and body cleansing and exfoliating pads, toner pads, hair turbans, face towels, baby and kids wash pads, intimate cleansing pads, and accessory gift sets. The products are positioned as certified, dermatologically tested, machine-washable replacements for disposable cotton pads and wet wipes, sold direct to consumers across Europe via an e-commerce storefront and to B2B partners (cosmetic studios, pharmacies, dermatologists, midwives, retailers) via a dedicated wholesale portal.

Product overview

Waschies GmbH offers a comprehensive portfolio of reusable skincare products centered on high-tech microfiber fiber blends. The core product line consists of dual-sided makeup remover pads (88% polyester/12% viscose), face cleansing and exfoliating pads, toner pads, ultra-fine face towels, hair turbans, and body cleansing mitts—all designed for water-activated or cleanser-combined use. The portfolio extends to specialized sub-brands including pureFeminine (intimate care) and Baby & Kids lines, complemented by travel bags and curated gift sets. All products are OEKO-TEX certified, dermatologically tested by Dermatest with 5-star ratings, and machine washable for repeated use—positioning the brand around sustainability (one pad replaces up to 800 disposables) and skin health for all skin types including sensitive skin.

Differentiator

Problem solved

Functional benefit

Brands

• pureFeminine: Intimate cleansing product line for female intimate care
• Travel Bag Range

Products and services

• Reusable Makeup Remover Pads Dual-sided reusable makeup-remover pads made from the proprietary 88% polyester / 12% viscose fiber blend (heat-sealed, OEKO-TEX certified), designed to remove makeup and impurities with just water or a cleanser; sold in packs of 6 or as single pads.
• Reusable Face Cleansing & Exfoliating Pads Dual-functional facial pads with a soft microfiber side for cleansing (88% polyester / 12% viscose) and a 100% linen side for light exfoliation; finished with a latex-free band, suitable for sensitive skin.
• Reusable Toner Pads Reusable pads designed for applying facial toner evenly with reduced product waste, positioned as a sustainable substitute for disposable cotton toner pads.
• Ultra-Fine Face Towels Highly absorbent face towels made from a 95% cotton and 5% elastane high-tech fiber blend, designed for gentle facial drying with reduced skin irritation and bacterial transfer; machine washable up to 40°C.
• Ultra-Absorbent Microfibre Hair Turban Microfiber hair turban that shortens drying time while reducing frizz and hair breakage; made from Waschies' high-tech fiber blend and offered in multiple colorways such as Blush Soft Rose.
• Reusable Body Cleansing & Exfoliating Mitt Dual-sided full-body mitt with a soft side for cleansing (88% polyester / 12% viscose) and a textured side for moderate exfoliation (50% cotton / 25% linen / 25% polyester); machine washable up to 60°C.
• Reusable Body Cleansing & Exfoliating Pads Reusable pads for full-body cleansing and exfoliation, activated with warm water or used with body wash.
• Reusable Baby & Kids Wash Pads OEKO-TEX certified, dermatologically tested reusable wash pads designed for babies' and children's sensitive skin; available in packs of 5 or 11, used with water alone or mild cleansers.
• Female Intimate Cleansing Pad (pureFeminine) Intimate cleansing pads sold under the pureFeminine sub-brand, made from OEKO-TEX certified polyester containing over 90% recycled materials, with a latex-free band; designed for gentle water-only cleansing that maintains natural pH balance.
• Reusable Cleansing Glove Compact reusable cleansing glove designed for gentle makeup removal and skin cleansing; positioned as a versatile alternative to makeup remover pads within the Waschies routine.
• Travel Bags Range Collection of travel bags in small, medium, and large formats designed to carry Waschies cleansing products for on-the-go use; marketed through the B2B portal and retail channels.
• Gift Sets Curated multi-product gift sets combining various Waschies products for gifting occasions, including the Deluxe Beauty Gift Set and Bestsellers Bundle at promotional pricing versus regular retail price.
• Try Me, Love Me Discovery Sets Discovery sets bundling Waschies products at special trial pricing from €18.00, available in Face Set and Face & Body Set configurations to drive first-time customer trial.

Quantifiable outcome

• Each Waschies pad replaces up to 800 single-use makeup remover pads or wet wipes over its product lifetime
• +2 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Beauty AlliancecoreChannel Partner/ Reseller/ DistributorBeauty Alliance is a major beauty retail and wholesale group in Germany. They carry Waschies products through their distribution network of pharmacies, perfumeries, and health retailers. Partnership enables Waschies to reach consumers through professional beauty retail channels.
• SchubackcoreChannel Partner/ Reseller/ DistributorSchuback is a German perfumery chain offering premium beauty products. As a B2B partner, they retail Waschies products to their customers seeking sustainable skincare alternatives.
• Parfümerie WiedemanncoreChannel Partner/ Reseller/ DistributorParfümerie Wiedemann is an established German perfumery retailer. They partner with Waschies to offer certified, sustainable skincare products to their beauty-conscious customer base.
• La Mer (waschies-lamer-logo)minorChannel Partner/ Reseller/ DistributorLa Mer is a premium skincare brand with presence in German perfumeries. Listed as a partner in Waschies B2B materials, suggesting co-distribution through luxury beauty retail.
• MeduschminorChannel Partner/ Reseller/ DistributorMedusch is a German beauty retailer/network. Listed as a partner in Waschies B2B ecosystem materials.
• Cosmetic Studios (B2B Partners)coreChannel Partner/ Reseller/ DistributorProfessional beauty studios use Waschies products for client treatments and retail sales. Products are washable at 95°C for hygienic professional use. Studios receive bulk pricing and promotional materials through the B2B portal.
• Medical Professionals (Dermatologists, Doctors, Pharmacists)coreChannel Partner/ Reseller/ DistributorHealthcare professionals including dermatologists, doctors, and pharmacists recommend and retail Waschies as certified, hypoallergenic skincare solutions for patients with sensitive skin conditions.
• MidwivescoreChannel Partner/ Reseller/ DistributorMidwives recommend Waschies Baby & Kids products to expectant and new parents for gentle, sustainable infant skincare. Free test packages available for midwives to experience the products.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Gloryfeel: German D2C beauty tools brand offering reusable microfiber cleansing and makeup removal products; comparable pricing and channel strategy, targeting the same eco-conscious skincare buyer.
• LastObject: Danish sustainability-focused brand selling reusable alternatives (LastSwab, LastTissue); adjacent category with overlapping reusable-textile philosophy and similar D2C/sustainability buyer in Europe.
• BAMBOOZY: German brand selling reusable bamboo and microfiber cleansing wipes and pads; competes with Waschies in reusable facial cleansing with a similarly positioned sustainable D2C offering.

Broad incumbents

• EcoTools: Established eco-friendly beauty tools brand (owned by BH Cosmetics/AC Brands) selling reusable cosmetic tools and brushes; broader portfolio but competes for the same sustainability-minded skincare consumer.
• Beiersdorf: German DAX-listed personal care major behind NIVEA, Eucerin, and La Prairie; broad incumbent whose dermatological brands (Eucerin) compete for shelf space in pharmacies that already stock Waschies.
• The Body Shop: Global sustainability-positioned beauty retailer and brand (under L'Oréal/Natura &Co ownership); overlaps with Waschies on sustainability-led personal care across European retail channels.
• Burt's Bees: Clorox-owned natural personal care brand (lip care, body care, sensitive-skin products); broad incumbent in the eco-personal-care space where Waschies competes for shelf space in pharmacies and concept stores.

Regional players

• Dr. Bronner's: US-based natural soaps and personal care brand with strong European D2C presence; overlaps with Waschies on the sensitive-skin, sustainability-conscious buyer using soap-bar alternatives to disposables.

Direct peers

• Makeup Eraser: Original US-based reusable microfiber makeup remover cloth brand; the category creator and most direct global competitor to Waschies' core makeup remover pads, sold across similar beauty retail and D2C channels.
• Boepa: German D2C brand selling reusable microfiber cleansing pads comparable to Waschies; competes head-to-head in the German-speaking market with a similar sustainability positioning and price range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/waschies.DE
• Instagraminstagram.com/waschies_de
• LinkedInlinkedin.com/company/waschies-gmbh

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Waschies Gmbh