What danika does

Danika is a privately held French SAS that designs, manufactures, and sells natural, plastic-free household cleaning and personal-care products under the 'Danika Naturel' brand. Its product system is built around concentrated powder formulas (laundry detergent, dishwashing liquid, multi-surface cleaner, dishwasher tablets, body wash, and shampoo) sold in compostable kraft-paper refills and reconstituted at home by the consumer with water poured into reusable amber glass bottles. All products are formulated to exceed 99% natural-origin ingredients, are vegan, hypoallergenic, biodegradable, and manufactured in France via a network of more than 250 French laboratories and packaging suppliers; the company is headquartered administratively in Paris (35 rue Washington, 75008) with its production laboratory in Avignon, Provence.

The company operates a direct-to-consumer e-commerce model through a Shopify storefront at danika-naturel.fr, accepting payments via Stripe (Visa, Mastercard, PayPal, Apple Pay, Klarna, Shop Pay) and shipping order-fulfillment through Colissimo to France and 35+ European countries plus overseas French territories. Revenue is generated via one-time DTC sales (individual SKUs priced €6.50–€9.90 and starter packs/bundles priced €24–€67 with 17–25% discounts), a recurring subscription delivery option (every 2 months, with skip/reschedule), and a separate B2B Danika Pro service line offering custom formulation, project management, and packaging personalization to businesses. The company is structured as a small family-style team of 1–10 employees, has no venture capital or institutional ownership, and explicitly refuses mass retail distribution to preserve brand and margin integrity.

Customer segments are hybrid: primarily eco-conscious French families seeking zero-waste household routines, secondarily parents of infants needing hypoallergenic formulations, and tertiarily B2B clients engaging Danika Pro for private-label natural product development. Marketing is content-led (two blog sections covering cleaning tips and sustainable living, newsletter, organic social on Instagram/Facebook/Pinterest, SEO, and earned media in France 2, Europe 1, Le Parisien, Positivr, B Smart, and Topito). Customer satisfaction is evidenced by 547+ verified reviews averaging 4.84/5. Leadership is founder-led with Romain KOUDRINE serving as Directeur de la publication.

Name

danika

Legal name

DANIKA

Website

https://danika-naturel.fr

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Danika is a privately held French brand that designs, manufactures, and sells natural, plastic-free household cleaning and personal-care products as concentrated powders reconstituted at home, selling directly via its e-commerce site to eco-conscious families across France and 35+ European countries.

Ownership category

akta.pro rank

Product category

Eco-Friendly Household Cleaning and Personal Care Products

NAICS

Soap and Other Detergent Manufacturing (325611), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

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

akta.pro primary industry

Dishwashing Products (Hand Dish Soap, Automatic Dishwasher Detergents, Rinse Aids) (CRADAKAF)

akta.pro secondary industries

Concentrated All-Purpose Cleaners (Dilutable) (CRAJAMAH), Hand Dishwashing Liquids & Gels (CRAJABAB), Automatic Dishwasher Detergents (Tablets, Pods, Powders, Gels) (CRAJABAA), Eco-Friendly & Plant-Based Dishwashing Products (CRAJABAJ), Intimate & Personal Hygiene Washes (CRABAEAF)

Keywords

• Natural household cleaners
• Eco-friendly cleaning products
• Concentrated detergent powders
• Natural personal care
• Zero-waste homecare

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct product sales: Danika generates revenue through direct-to-consumer e-commerce sales of homecare and personal care products. Products are sold as individual items (powders, accessories) or as curated packs (Best-Sellers, Complete, Kitchen). Individual product prices range from €6.50 to €9.90, while complete packs range from €24 to €67.
2. Subscription/recurring orders: Customers can set up regular deliveries every 2 months. The company offers order management through customer accounts where users can skip deliveries or advance orders, generating recurring revenue from subscription-model customers.
3. B2B product development services (Danika Pro): Danika Pro division provides consulting, project management, and product personalization services to businesses wanting to develop natural cleaning products. Revenue comes from service fees and product development contracts for corporate clients seeking custom formulations and packaging.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Danika manufactures and sells natural, plastic-free household cleaning and personal care products in concentrated powder form that consumers dilute with water at home. The product range spans laundry detergents, dishwashing liquids, multi-surface cleaners, dishwasher tablets, body wash, shampoos, and hand wash, paired with reusable amber glass bottles and zero-waste accessories, all produced in France with over 99% ingredients of natural origin.

Product overview

Danika is a French eco-friendly household and body care brand offering a portfolio of natural, plastic-free cleaning and hygiene products distributed through a concentrate-to-dilute model. The core product range comprises laundry detergents in multiple scents (gentian, cotton flower, baby), dishwashing liquid (mandarin), multi-surface cleaner (mint), dishwasher tablets, body wash (Suprême de Douche), and two shampoo variants for different hair types, all sold as powder concentrates packaged in compostable paper pouches. These concentrates are used with a complementary line of reusable amber glass bottles (1 L and 500 ml) equipped with recyclable plastic pumps and spray triggers, as well as stainless steel measuring cups. Additional accessories include reusable washable sponges and wooden brushes. Pre-configured starter bundles (BEST-SELLERS, COMPLET, and CUISINE packs) combine products, glass containers, and accessories to provide complete zero-waste household routines. All products are designed, manufactured, and packaged in France, with formulas exceeding 99% natural origin ingredients, free from endocrine disruptors, microplastics, and controversial substances.

Differentiator

Problem solved

Functional benefit

Products and services

• Lessive - Gentiane (Laundry Detergent Concentrate - Gentian) Powder laundry detergent concentrate with a gentian scent, sold in compostable kraft paper pouches; consumers dilute the powder with water in a reusable amber glass bottle to make the final detergent. Designed for French households seeking effective, natural-ingredient laundry care with no plastic packaging.
• Lessive – Fleur de coton (Laundry Detergent Concentrate - Cotton Flower) Powder laundry detergent concentrate with cotton flower fragrance, designed for the same home-dilution refill system. Targeted at households preferring a softer, floral scent.

Quantifiable outcome

• Ingredients of natural origin are biodegradable at 98-100% in 28 days
• +2 more outcomes

Named customers3 records

Segments3 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

Three partnerships are on record, tiered core and minor.

• StripecoreTechnology or IntegrationSecure payment processing platform handling all online transactions. Danika does not store customer banking information, with all payment data processed through Stripe's secure infrastructure.
• French Laboratories and SupplierscoreStrategic or Co-development PartnerDanika works with over 250 French laboratories and packaging suppliers for product development. The company leverages this network through Danika Pro to help B2B clients select appropriate partners for their custom product development needs.
• French Media OutletsminorGTM or Marketing PartnerFeatured in coverage by France 2, Europe 1, Le Parisien, Positivr, B Smart, and Topito. These media mentions provide earned media exposure and brand credibility without formal partnership agreements.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• La droguerie écologique: French e-commerce retailer of ecological household cleaning products including concentrates, soaps, and cleaning accessories. Shares French eco-cleaning DTC positioning and bulk/refill orientation with Danika.
• 900.care: French DTC brand selling concentrated personal care and cleaning tablets/refills to be diluted at home. Near-identical powder-to-dilute DTC model and zero-waste positioning, making it the most direct French competitor to Danika.
• Pimpant: French eco-friendly cleaning products brand selling concentrate refills through DTC e-commerce. Targets the same eco-conscious French household consumer with similar concentrate-and-refill mechanics.
• Lamazuna: French zero-waste personal care and home brand selling solid shampoo, dental tablets, and concentrate products through DTC e-commerce. Closest direct comparable to Danika in mission, French DTC positioning, and zero-waste concentrate format, though broader personal-care-led.

Broad incumbents

• Ecover: Belgian-origin eco-cleaning brand (now owned by SC Johnson) with broad European retail distribution of plant-based detergents and cleaners. Comparable as a scaled eco-cleaning incumbent competing for the same end consumer, though via ready-to-use formats and mass retail rather than concentrate refill.
• L'Arbre Vert: Established French eco-friendly household cleaning brand (owned by Henkel) with mass-retail distribution. Compares as a scaled incumbent in the same eco-cleaning category Danika targets, but with conventional rather than concentrate formats.
• Method Products: US-based design-led eco-friendly cleaning brand (owned by Ecover/SC Johnson) with broad retail distribution. Compares as a scaled eco-cleaning brand targeting design-conscious consumers, though distributed through mainstream retail rather than DTC concentrate refills.

Emerging players

• Attitude (Attitude Living): Canadian EWG-verified natural home and personal care brand distributed across Europe. Comparable product positioning around natural ingredients and eco-credentials, though a much broader international player with conventional liquid formats.
• Respire (Respire Naturel): French DTC natural personal care brand with a strong direct-to-consumer model and growing product range. Overlaps Danika in the natural / French DTC personal care segment, though focused on deodorant and skincare rather than cleaning.

Regional players

• Briochin (La Corvette): Heritage French soap and traditional cleaning brand owned by Savonnerie du Midi. Compares as a French heritage cleaning manufacturer with Marseille soap-based formulations, but sells through retail rather than the DTC concentrate model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/danika.naturel
• LinkedInlinkedin.com/company/danika-naturel

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 danika