Seep: The Small Cleaning Brand Making a Big Impact

What if your cleaning tools could clean the planet too?

Most of us don’t think twice about the sponge under the sink.

But Seep did, and turned it into a quiet climate movement.

Seep is a UK-based, female-founded company on a mission to eliminate 1 billion plastic cleaning tools from landfill by 2030.

Their approach is refreshingly simple: make sustainable cleaning products that are actually better for your home, your hands, and the planet.

Just smart design and serious intent.

Who are they?

Seep launched in 2020 with a handful of compostable, plastic-free alternatives to everyday cleaning tools such as cloths, sponges, brushes, and gloves.

But 2024 has been their tipping point.

They moved from early-stage startup to scale-up, landing shelves at Tesco, Ocado, Booths, and more.

They won Sustainable Business of the Year in Startups100, partnered with FoodCycle, and even took the stage at the Cartier Women’s Initiative.

All while sticking to one thing: clean up the cleaning industry.

What makes them different?

Unlike most “eco” products that quietly compromise on performance, Seep focuses on quality first.

They improved product durability, relaunched better designs based on direct customer feedback, and focused obsessively on reducing waste.

Every product is:

1. Plastic-free

2. Compostable or endlessly recyclable

3. Built to last longer than conventional alternatives

4. And made to reduce microplastics in our homes and waterways

5. They even refuse to air-freight, despite growing demand, choosing sea shipping to stay true to their low-footprint model.

So what’s the impact?

1. 6.3 million plastic tools kept out of landfill

2. Partnered with On A Mission to plant 18,685 trees

3. 789.5 tonnes of CO₂ avoided vs plastic equivalents

4. Donated products to 80+ FoodCycle kitchens across the UK

5. Joined leading voices on podcasts, B-Corp forums, and sustainability panels

 And helped make plastic-free cleaning a mainstream retail reality.

Why it matters

It’s about shifting default behaviours.

Taking something as ordinary as a sponge and turning it into an everyday act of climate action.

The next time you see Seep on a shelf, remember:

It’s not only a product, it’s a systems-level rethink, wrapped in good design and compostable packaging.

We need more of that energy.

Do you know a quiet, purpose-driven brand that’s doing the real work?

I’d love to hear about it.

Cheers!

Akanksha