Can Sustainable Cleaning go Mainstream?

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Did you know that traditional sponges and cloths like this contain a lot of plastic?

You might know this already, but plenty of people don’t. The real question: can we remove plastic from everyday sponges and cloths without losing what makes them useful?

Seep is on it!🧽

Meet Seep — a company on a mission to make cleaning truly sustainable. They create zero-plastic, high-quality natural tools like sponges and cloths, designed to make everyday chores greener. Their bold goal? To stop 1 billion plastic cleaning items from reaching landfill by 2030.

So, what is the consumer benefit?

For starters, Seep’s plastic-free design makes their products long-lasting and versatile, helping you buy less over time. On top of that, they’re thoughtfully created to look stylish in your home — elevating the everyday sponge into something you actually enjoy using.

Do people care enough?🤷‍♂️

It’s hard to say for certain — but research shows growing concern and curiosity about what everyday household items are made of. With this shift in awareness, companies like Seep are well-positioned to not only meet demand but also drive it further as their mission gains momentum.

How well are they doing? 📈

Since launching in 2020, the business has made impressive strides. Recently, it introduced lower-priced products and smaller pack sizes to help independent retailers meet minimum orders and create stronger shelf presence. In 2024, Seep was accepted into the Tesco Accelerator — and now proudly sits on Tesco shelves. The big question: will growing demand for sustainable cleaning products take Seep even higher?

Till next time,

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