Brand specializing in plastic-free personal care & shampoo bars

This is a Dutch brand specializing in solid, plastic-free personal care products, founded with the mission of making plastic-free, natural-ingredient personal care products accessible. The brand is vegan and, with its own community, targets Generation Z and millennials. The current owner has been running the brand for a short time.

The product line consists of shampoo bars, body bars, conditioner bars, face bars, and shaving bars, complemented by baby and dog products, deodorant cream and sunscreen, soap holders, accessories, gift sets, and bundles. In addition, a more affordable entry-level product is offered. The packaging is made of cardboard, with aluminum tins for the cream products. The product line is regularly expanded with new additions.

Customers and Channels
The brand sells through its own online store (with country-specific versions) and through a B2B partner portal for resellers. In 2025, approximately 57% of revenue came from B2B and approximately 43% from B2C. The brand operates in the Netherlands, Belgium, Germany, and Spain, and views the United Kingdom as a growth market, with an English-language version of its online store. The average order value in 2026 is approximately €34 for B2C and approximately €290 for B2B. The largest B2B customer accounts for less than 5% of B2B revenue.

Key figures

• 2025 Revenue: approximately €212,000, excluding VAT.
• No reliance on any single product: the top-selling product accounts for less than 5% of B2C revenue; the top 20 products combined account for about half of total revenue (approximately 55% in B2C and approximately 48% in B2B).
• High customer satisfaction, based on several thousand reviews.

What Is Included in the Sale

• The brand and trade names, with a trademark registration for the Benelux.
• The domain names, the online store, and the social media and review profiles.
• The B2C customer base and the B2B partner portal with customer relationships.
• Product specifications, artwork, product dossier, notifications, content, and visual materials.
• Inventory (approximately €38,000 as of the end of September 2026), to be settled separately at book value on the transfer date.
• The supply relationship with the three manufacturers.

Transaction and Process
The brand is being offered through an asset/liability transaction. Only the specified assets and liabilities are being transferred, excluding the company’s historical records or contingent liabilities. The seller is discontinuing the brand to refocus on their own business. The exact transfer date will be determined by mutual agreement. The team currently managing the brand will transfer their knowledge to the buyer and provide flexible support after the transfer, based on clear agreements.