Mind The Trash

What Mind The Trash does

Mind The Trash is a privately-held, Lisbon-based company operating Portugal's first online zero-waste store (mindthetrash.pt), selling curated sustainable, plastic-free personal-care, household, kitchen, baby, and stationery products directly to Portuguese consumers. Its proprietary technology consists of an in-house formulated solid shampoo and conditioner line (Champô Sólido Mind The Trash) contract-manufactured by two Portuguese factories using natural, organic, vegan ingredients and packaged in FSC-certified, fully recyclable and compostable Kraft cardboard; the remainder of the catalogue is sourced from third-party sustainable brands, most notably UK-based Georganics (38 oral-care SKUs, COSMOS Organic certified, 1% for the Planet member) and Danish Grums (17 coffee-ground skincare SKUs), both of which Mind The Trash brought into the Portuguese market.

The company operates a hybrid B2C/B2B business model. The consumer side is direct e-commerce with unit pricing from €3.50 to €74.90 and free shipping above €39 for mainland Portugal and €60 for the Azores and Madeira, supported by a loyalty program (MTT Club), a blog, and active social channels (Instagram, Facebook, LinkedIn, YouTube, TikTok). The B2B side comprises personalised sustainability consulting, workshops, and team-building training programmes sold to enterprise clients including Cisco, NTT Data, IKEA, and Electrão, plus ancillary space rental of a ~28m² Cais do Sodré office and the Mind The Planet podcast produced in partnership with NIT FM and sponsored by Electrão. The company is founder-led by CEO Catarina Matos and has 1-10 employees; it has not disclosed external funding and is incorporated in Portugal as Mind the Trash Consulting Lda (NIF 514487178).

Name

Mind The Trash

Legal name

Mind the Trash Consulting Lda

Website

https://mindthetrash.pt

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Mind The Trash is a Lisbon-based online retailer and B2B services provider operating Portugal's first online zero-waste store, selling its own-brand solid shampoos alongside curated sustainable brands to Portuguese consumers, while offering sustainability workshops, consulting, and space rental to corporate clients.

Ownership category

akta.pro rank

Product category

Online zero-waste retail and sustainability services

NAICS

Health and Personal Care Retailers (456), Soap and Cleaning Compound Manufacturing (32561), Waste Collection (56211)

SIC

Retail-Misc General Merchandise Stores (5399), Perfumes, Cosmetics & Other Toilet Preparations (2844), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro industry

PRIMARYCRAHAEAG

Eco-Friendly Household & Zero-Waste Refill Stores

Consumer Products & Retail/Grocery & Food Retail/Natural/Organic & Health Food Stores

SECONDARYCRAHAMAA

Bulk Food & Refill Stores (Package-Free/Zero-Waste)

Consumer Products & Retail/Grocery & Food Retail/Wholesale-to-Consumer & Bulk Food Stores

SECONDARYEUAHAJAL

Circular Economy & Waste/Materials Reporting (Zero waste, packaging)

Energy, Utilities & Environment/Environmental Compliance, Monitoring & Consulting/Sustainability, ESG & Corporate Environmental Reporting

SECONDARYCRAJAGAA

Trash Bags & Bin Liners

Consumer Products & Retail/Household Products & Cleaning Supplies/Trash Bags, Wraps & Disposable Household Supplies

SECONDARYHSAFAFAH

Junk Removal & Disposal Coordination

Home & Personal Services/Home Organization & Decluttering/Moving, Downsizing & Estate Organization

Keywords

• Zero-waste retail
• Sustainable consumer goods
• Solid shampoo products
• Corporate sustainability workshops
• Natural oral hygiene

Headquarters

HQ city

Lisboa

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail: Online sales of zero-waste, sustainable products including own-brand solid shampoos, cosmetics, oral hygiene, and third-party sustainable brands. Products sold directly through the website with pricing ranging from €3.50 to €74.90.
2. Corporate Services: B2B consulting services, sustainability workshops, and training programs for companies seeking to implement sustainable practices.
3. Space Rental: Rental of the company's office space in Cais do Sodré, Lisbon for events, meetings, workshops, and coworking. Space is approximately 28m2 and accommodates up to 12 people.
4. Podcast Sponsorship: Mind The Planet podcast produced in partnership with NIT FM and sponsored by Electrão, generating revenue through sponsorship.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Mind The Trash operates Portugal's first online zero-waste store, selling curated sustainable and plastic-free products across cosmetics, oral hygiene, kitchen, home care, baby, and stationery categories. The company also develops and sells its own-brand solid shampoos and conditioners formulated in partnership with Portuguese factories, and complements retail with B2B sustainability consulting, corporate workshops, space rental, and the Mind The Planet podcast.

Product overview

Mind The Trash is Portugal's first online zero-waste store (Loja Desperdício Zero), operating as a curated e-commerce marketplace combined with sustainability services. The core offering includes the online store with their own-brand solid shampoos and conditioners, plus distributed brands like Grums (Danish coffee-based skincare with 17 products) and Georganics (UK natural oral hygiene with 38 products). Beyond retail, they offer sustainability consulting, workshops/training, lectures, space rental, and the Mind The Planet podcast. The company positions itself as a complete sustainability experience provider, helping customers on their zero-waste journey through both products and educational services.

Differentiator

Problem solved

Functional benefit

Brands

• Champô Sólido Mind The Trash: Private-label solid shampoo products formulated in Portugal with organic ingredients, zero waste packaging, and various variants for different hair types.
• Mind The Planet
• Sacos Ecológicos para Lixo Mind The Trash

Products and services

• Mind The Trash Solid Shampoo Line Own-brand solid bio shampoos for different hair types (oily, normal, curly, sensitive scalp, blonde/grey, colored), formulated with natural, organic, vegan ingredients, no preservatives, parabens, or artificial colorants, delivering 50–70 washes per bar and packaged in FSC-certified 100% recycled, recyclable, and compostable Kraft cardboard.
• Mind The Trash Solid Conditioner Own-brand solid conditioner for hair care, packaged in recyclable cardboard and aligned with the brand's zero-waste positioning.
• Grums Coffee-Based Skincare Range Distribution of 17 Grums products including face scrub/mask, hand exfoliant, facial serum, moisturizing cream, cleansing milk, multi-rescue balm, gentle hand soap, and bamboo toothbrush holder. Vegan formulations using recycled coffee grounds and sugarcane-based packaging.
• Georganics Natural Oral Hygiene Range Distribution of 38 Georganics products including toothpastes (with/without fluoride, hydroxyapatite), tooth powders, beech-wood toothbrushes, Bionylon and silk dental floss, oil pulling products, and mouthwash tablets. COSMOS Organic certified, cruelty-free, and vegan.
• Online Zero-Waste Store Portugal's first online zero-waste e-commerce store offering curated sustainable products across cosmetics, oral hygiene, kitchen, home care, baby products, and stationery, with free shipping on orders over €39 (mainland Portugal) and €60 (Azores and Madeira), and same-day dispatch for orders placed before 2 PM.
• Sustainability Consulting Services Personalized sustainability consulting for companies navigating sustainable practices, drawing on six years of operational experience and the founder's expertise from the European Commission Citizens' Panel on Food Waste.
• Workshops and Training Educational workshops on zero-waste and sustainability topics for the general public and corporate groups, available as team-building or team training sessions to motivate participants toward sustainable practices and habit change.
• Space Rental (Cais do Sodré, Lisbon) Rental of a versatile, sustainability-focused space (~28m2 for up to 12 people) at Cais do Sodré, Lisbon, equipped with tables, a whiteboard, equipped kitchenette, private bathroom, air conditioning, and WiFi, suitable for team meetings, training, workshops, content recordings, private yoga, interviews, and coworking.
• Mind The Planet Podcast Podcast hosted by founder Catarina Matos on the digital carbon footprint, e-waste, and sustainability topics, produced in partnership with NIT FM and sponsored by Electrão.

Quantifiable outcome

• Each solid shampoo lasts approximately 50-70 washes, replacing equivalent liquid shampoo bottles

Named customers5 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

Feature1 record

Partnerships

Eight partnerships are on record, tiered minor and core.

• João Borges Aesthetic DentistryminorChannel Partner/ Reseller/ Distributor · 1 January 2020Dental clinic in Lisbon (Avenida da Liberdade) that recommends Georganics oral hygiene products to patients as part of their sustainable practices commitment.
• NIT FMcoreStrategic or Co-development PartnerPodcast production partnership for Mind The Planet podcast. NIT FM produces the podcast content featuring episodes on digital carbon footprint, e-waste, and sustainability topics.
• ElectrãocoreGTM or Marketing PartnerPodcast sponsor for Mind The Planet podcast. Electrão is a sustainability organization that sponsors the podcast episodes covering topics like digital footprint and environmental impact.
• CiscominorOthersCorporate client for sustainability workshops and training services.
• NTT DataminorOthersCorporate client for sustainability workshops and training services.
• IKEAminorOthersCorporate client for sustainability workshops and training services.
• GeorganicscoreStrategic or Co-development PartnerGeorganics is a UK-based brand that Mind The Trash brought to Portugal. Pioneer in natural, organic, zero-waste oral hygiene products since 2014. Mind The Trash was the first to bring Georganics to the Portuguese market. The brands maintain a close relationship with mutual support since 2017.
• GrumscoreStrategic or Co-development PartnerDanish skincare brand using recycled coffee grounds. Mind The Trash interviews and features Grums as an inspiring brand, distributing their products in Portugal. Products include coffee-based exfoliants, facial serums, and hand care items.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Biome Australia: Australian online zero-waste and eco-living retailer with curated brands and own-label products. Comparable as a curated e-commerce sustainability store with a private-label component.
• EarthBits: UK-based online zero-waste retailer offering curated plastic-free household and personal care products. Highly comparable as a country-focused e-commerce zero-waste store with a similar curated marketplace + own-brand mix.
• The Source Bulk Foods: Australia-origin bulk food and refill retailer with global franchise footprint. Comparable as a refill/zero-waste retail operator, though larger scale; useful as a direct competitor archetype for Mind The Trash's refill/curation model.
• Precycle: US-based online zero-waste store selling package-free pantry, home, and personal care items. Closely comparable business model: curated online zero-waste retailer with a focus on refill and plastic-free staples.

Broad incumbents

• The Body Shop: Global ethical beauty retailer with refill and sustainability programs. Comparable as an established sustainability-positioned personal care retailer, but with broader scale and a different channel mix (physical-led).
• Natura &Co (Natura): Latin American sustainable beauty group operating Avon, Natura, The Body Shop, and Aesop. Comparable as a broad sustainability-positioned cosmetics/personal care incumbent, but at enterprise scale; useful as a strategic benchmark.
• Lush: Global handmade cosmetics retailer with strong sustainability positioning (naked products, solid bars). Comparable on the solid shampoo/cosmetics axis and overlap with Mind The Trash's own-brand shampoo line, but operates globally and at much larger scale.
• Loop by TerraCycle: Global circular-e-commerce platform partnering with major CPGs for reusable packaging. Comparable at the circular/zero-waste retail level, but operates at far larger scale and as a marketplace infrastructure rather than a single-country niche retailer.

Regional players

• Celeiro Dieta: Portuguese natural and organic grocery/retail chain. Comparable as an Iberian-market eco/healthy retailer, but operates physical stores and broader grocery assortment rather than a pure-play zero-waste e-commerce niche.

Others

• Georganics: UK-based natural oral hygiene brand distributed by Mind The Trash in Portugal. Directly comparable as a zero-waste personal care brand and a key supplier/partner; relevant as it sits in Mind The Trash's assortment and represents both an opportunity and a channel risk.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@mindthetrash4575
• Facebookfacebook.com/MindTheTrash
• LinkedInlinkedin.com/company/mind-the-trash
• Instagraminstagram.com/mindthetrash
• TikToktiktok.com/@mindthetrash?is_from_webapp=1&sender_device=pc

Compliance5 records

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 Mind The Trash