Ecorun

Name

Ecorun

Legal name

Ecorun OÜ

Website

https://ecorun.ee

Company type

Private

Operating status

Operating

Ownership category

akta.pro rank

Product category

Bio-based Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

All-Purpose Eco Cleaners (CRAJAOAA)

akta.pro secondary industries

Eco-Friendly Bathroom & Toilet Cleaners (CRAJAOAE), Eco-Friendly Specialty Cleaners (Oven, Degreasers, Limescale, Metal) (CRAJAOAK), Eco-Friendly & Plant-Based Dishwashing Products (CRAJABAJ), Bio-based Surfactants, Detergent Ingredients & Oleochemicals (EUAAAIAE)

Keywords

• Bio-based cleaning products
• Eco-friendly detergents
• Professional cleaning supplies
• Household cleaning agents
• Sustainable cleaning chemistry

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce product sales: Direct-to-consumer sales of bio-active cleaning products through their online store ecorm.ee. Products include Enzypin and EcoWay product lines sold to both professional cleaners and individual consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Ecorun sells bio-based cleaning agents and disinfectants under the Enzypin (bioactive cleaners based on Mediterranean pine resin solvents and enzymes) and EcoWay (biotechnological cleaning agents) sub-brands. The company distributes these products directly through its Estonian online store (ecorun.ee) to consumers across the Baltic and Nordic markets, and also supplies retail partners. The products are physically manufactured by ActionPin in France using plant-derived raw materials from the DRT Group.

Product overview

Ecorun is an Estonian e-commerce company selling professional natural cleaning products through two main sub-brands: Enzypin (bioactive cleaning agents based on Mediterranean pine resin solvents and enzymes) and EcoWay (biotechnological cleaning agents). The product portfolio includes concentrated liquid cleaners for kitchen, bathroom, universal, toilet, and drain applications, sold both individually and in themed kits (Whole Home, Kitchen, Bathroom). The company also offers cleaning accessories including microfiber cloths, sponges, and melamine stain removers. Products are manufactured in France by ActionPin under ISO 9001, ISO 14001, and OHSAS 18001 certifications, and are classified as safe household chemistry without CLP hazard labeling.

Differentiator

Problem solved

Functional benefit

Brands

• Enzypin: New generation bioactive cleaning agents based on Mediterranean pine resin solvents and enzymes, suitable for professional and household use.
• EcoWay

Products and services

• Enzypin Sub-brand line of new-generation bioactive cleaning agents based on Mediterranean pine resin solvents and enzymes, suitable for professional and household use. Encompasses cleaners for dishes, surfaces, bathrooms, toilets, and grease removal.
• EcoWay Sub-brand line of new-generation biotechnological cleaning agents using plant-based biotechnology for various cleaning applications including kitchen, bathroom, and specialty surfaces.
• Bioaktiivne üldpuhastusvahend (Bioactive Universal Cleaner) Concentrated bioactive universal cleaner suitable for all water-resistant surfaces including floors, windows, walls, and sensitive surfaces like marble. Based on pine resin solvent and enzymes.
• Vannitoa bioaktiivne puhastusvahend (Bioactive Bathroom Cleaner) Concentrated bioactive bathroom cleaner that removes water hardness deposits and soap residue, leaving surfaces water-repellent and reducing the risk of black mold on wet surfaces.
• Rasva ärastav bioaktiivne puhastusvahend (Bioactive Grease Remover) Concentrated bioactive grease remover for all kitchen surfaces. Recognized by the Estonian Allergy Association. Based on pine resin solvent and enzymes with a citrus scent.
• Torude bioaktiivne puhastusvahend (Bioactive Drain Cleaner) Bioactive drain cleaner that removes biological dirt and bad odors, supporting microbial activity in septic systems. Suitable for all home pipes and intended for weekly preventive use.
• Komplekt 'Terve Kodu' (Whole Home Kit) Complete kit of 6 bioactive cleaning products for whole-home cleaning: dishwashing liquid, universal cleaner, toilet gel, glass cleaner, bathroom cleaner, and grease remover. Priced at €57.20 (original €67.30).
• Komplekt 'Vannituba & WC' (Bathroom & WC Kit) Kit containing bathroom and toilet cleaning products, including bathroom cleaner and toilet gel, for comprehensive bathroom hygiene.
• Komplekt 'Köök' (Kitchen Kit) Kitchen-focused kit with 4 bioactive cleaning products for all major kitchen cleaning tasks including grease removal and surface cleaning.
• Pritspudel 750ml (Spray Bottle 750ml) 750 ml spray bottle for dispensing diluted cleaning solutions onto surfaces.
• Mikrofiiber küürimiskäsn 2tk (Microfiber Scrubbing Sponge 2pc) Durable microfiber sponge alternative to traditional scouring pads. One side is softer for dishes; the other is rougher for heavy-duty cleaning such as bathroom tiles. Made of 70% polyester, 30% polyamide.
• Mikrofiiber puhastuslapp KLAAS & ELEKTROONIKA (Microfiber Cloth for Glass & Electronics) Premium silk-like microfiber cloth for streak-free cleaning of glasses, mirrors, and electronics. Size 50x70cm, 220 g/m², made of 70/30 microfiber blend.
• Auto mikrofiiber puhastuskomplekt (Auto Microfiber Cleaning Kit) Complete car-care kit with microfiber cleaning cloths, washing sponge, cleaning glove, and melamine stain remover for professional auto detailing.
• Melamiin plekieemaldaja 5tk (Melamine Stain Remover 5pc) Rubber-eraser effect cleaning sponge that removes stubborn stains without chemicals from metal, stone, ceramics, plastic, leather, wood, glass, and rubber surfaces.
• Alcohol-free disinfection products (Hygiene of Sweden line) Alcohol-free disinfection products sourced from Swedish hygiene/biotechnology specialist Hygiene of Sweden, sold by Ecorun as an alternative to alcohol-based disinfectants. Active protection for at least 24 hours on surfaces and until next hand wash for hands.

Quantifiable outcome

• 94-99% natural ingredients in all products
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• ActionPincoreTechnology or IntegrationFrench manufacturer of Enzypin bio-active cleaning products. ActionPin is a subsidiary of DRT Group (Dérivés Résiniques et Terpéniques), a global leader in plant-based raw materials and green chemistry. They have 25 years of experience developing ecological cleaning products based on plant-derived raw materials.
• DRT GroupcoreTechnology or IntegrationParent company of ActionPin. DRT Group is one of the world's leading producers of plant-based raw materials and pioneer of green chemistry, providing the raw material base for Ecorun's products.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Tru Earth: Canadian disruptor brand offering eco-friendly concentrated cleaning strips and refills. Comparable to Ecorun in the eco-positioning and DTC focus, with overlap in the refill/concentrated format that reduces packaging waste.
• Common Good: Small US-based eco-cleaning brand offering plant-based, refillable household cleaners. Comparable to Ecorun in scale, eco-positioning, and the emphasis on concentrated formulas and sustainability storytelling.
• Attitude (Attitude Living): Canadian eco-cleaning and personal care brand selling plant- and mineral-based formulations with EWG verification. Comparable to Ecorun in natural-ingredient positioning, certification-led trust-building, and digital-first consumer distribution.

Direct peers

• Ecover: Pioneer in plant-based, biodegradable cleaning products (now owned by SC Johnson). Ecorun's bioactive, plant-resin-based enzyme cleaners follow the same eco-cleaning premise targeting households seeking non-toxic alternatives — making Ecover the canonical direct peer in the category.
• Method Products: Design-led, plant-based cleaning brand (acquired by Ecover/SC Johnson) targeting style-conscious eco-consumers. Comparable to Ecorun in eco-positioning, DTC emphasis, and a multi-category household cleaning assortment.
• Sonett: German manufacturer of certified ecological detergents and cleaning agents sold across Europe. Comparable to Ecorun in positioning around certified, biodegradable formulations (EU Ecolabel, nature-based surfactants) and a similar SMB-to-mid-market distribution model.
• Bio-D: UK-based family-run eco-cleaning company producing plant-based, biodegradable household cleaners. Comparable to Ecorun in scale, founder-led positioning, and concentrated eco-certified product range sold through DTC and specialty retail.
• Frosch (Werner & Mertz): Werner & Mertz's flagship eco-cleaning brand built on plant-based surfactants and recyclability. Like Ecorun, Frosch emphasizes natural ingredients, biodegradable formulation, and EU Ecolabel certification, making it a closely comparable European eco-cleaning brand.

Broad incumbents

• Seventh Generation: Established North American eco-cleaning brand (now owned by Unilever). Comparable to Ecorun in plant-based, biodegradable positioning and certification-driven marketing, but at much larger scale and broader product portfolio.

Regional players

• Sodasan: German eco-cleaning manufacturer with a similar eco-certified, plant-based product range. Comparable to Ecorun in formulation philosophy and SME scale, though primarily operating in the German-speaking market rather than Baltic/Nordic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Ecorun