Backing Seep in their mission to transform household cleaning
We love a challenger brand, so we jumped at the opportunity when we saw Seep's Marketing Manager looking for a partner to bring their brand's vision to life.
Seep (Sustainable Everyday Essential Products) is revolutionising household cleaning with eco-friendly, plastic-free essentials like sponges, cloths, and bin liners. In an industry historically focused on low-cost, high-volume plastic products, which has been stagnant for decades, Seep is disrupting the status quo of the cleaning tools category.
The household cleaning industry is worth £5 billion, yet eco-friendly alternatives to polluting plastic products remain scarce. Frustrated by the lack of sustainable options on supermarket shelves, Laura Harnett, Seep’s Founder set out to change that by creating a range of sustainable everyday essential cleaning products, and in 2020, Seep's natural tools were born.
As a small company, they have set what you would think is an ambitious mission to eliminate 1 billion plastic cleaning items from landfills by 2030. However, the brand is already well on the way to this goal, having saved over 6.3 million plastic items from ending up in waste sites.
All Seep products are circular, made from sustainable and renewable materials, and are fully biodegradable or compostable at the end of their life cycle. Last year, the brand developed a new bamboo cloth made from natural, sustainably sourced bamboo that’s long-lasting, plastic-free, and recyclable. The cloth performed as well as market-leading microfibre cloths and received positive feedback from customer trials.
Recognised for making an impact, awards include Best For The World, Sustainable Business of the Year in the Startups100, Eco Cleaning Brand of the Year by Country & Townhouse, as well as winning a spot on the Amazon Sustainability Accelerator and Laura being selected as Cartier Women's Initiative Fellow.
Despite initial fears about sharing financial information, facing eco-scrutiny, and potential product rejection, Laura appeared on BBC Dragon's Den at the start of this year, resulting in a partnership with two respected businesswomen and exposing the brand to millions of viewers. Seep secured £50,000 investment in exchange for a 4% stake from two investors, Deborah Meaden and guest Dragon Trinny Woodall (the two Dragons Laura specifically wanted due to their business acumen and experience), allowing her to take Seep to the next level, potentially growing retail distribution and online sales.
While working on Seep's new PR boxes, the Creatisan team tuned in to Dragon's Den, and Laura's passionate pitch blew us away. Inspired by her vision, we decided to gift the remaining half of the boxes, waiving the second invoice as a token of our support. We're proud to back Seep on their journey to help people carry out their chores without hurting our planet - a cleaner home, a healthier planet and happier humans.
