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Seepje sets the tone for cleaning products - Impact through creativity

Updated: Apr 28, 2023

Seepje sets the tone for When you don't have the resources for an entire R&D department, endless consumer research or commercials on TV, you have to be creative to make an impact. This is exactly what Seepje is doing. Jasper Gabriels and Melvin Loggies, the founders of Seepje, have set a very different tone in the cleaning category. They are changing the rules in the world of cleaning products. Their main ingredient is the peel of the Sappindus Mukorossi fruit from the Himalayas. A cooperative of women in Nepal produces the concentrate, which is shipped to the Netherlands. Jasper, with the official job title of 'Laundry Man' tells you - Impact through creativity here more about their social impact.





What is the involvement of Generous Minds?

Generous Minds is a sparring partner in innovation. Together we look at categories and market segments where Seepje innovations could be successful, what it would take to develop them and what they should look like. We look at which existing waste streams might be saved from incineration. But above all, Generous Minds adds value with creativity in packaging design. We create, develop and engineer all Seepje packaging. We support Jasper and Melvin to get the bottles produced properly at the different suppliers and constantly try to reduce costs. The iconic bottle in the shape of a soap bar symbolizes the demystification of the category and is the main visual brand element. With 97% recycled material and a label that is not glued, the bottles have won numerous design awards for their positive impact.





''Sustainability can be a celebration, saving the world is fun. It's a paradigm shift. It is iconic. Shape and material and honesty (the packaging is made from old milk bottles) are positives. This packaging is superior to others. It is innovative in the category. The soap bar as a starting point for packaging''

Jury of the NL packaging awards (Hester Klein Lankhorst, Siem Haffmans)



How much impact have we made?

As Seepje grows, so does their social impact and their positive impact on the environment. So our quest is to grow Seepje! Packaging design has been key to Seepje's growth. After the introduction of the new bottles, the brand has grown an average of more than 85% in four consecutive years. Last year, 40,000 pounds of recycled plastic were used, 507,000 liters of synthetic detergent were saved, and 30 families in Nepal were cared for.

We provided Seepje with the resources to do a Life Cycle analysis for their various products and packaging. Our calculations show that hand soap bottles, for example, reduce environmental costs (including CO2, toxicity and resource depletion) by more than 50%. It also shows that reusability of the bottles and pump would reduce the footprint even more, so there is still a lot of work to do.


''The great work of Ronald Lewerissa and Marcel Verhaaf has made the Seepje packaging what it is today. A great sustainable and commercially successful packaging solution that makes an essential contribution to Seepje's growth. Thanks to our packaging, we are on our way to becoming the most inspiring and impactful cleaning brand in Europe!''

Jasper Gabriels, founder & laundry man Seepje


You can buy Seepje at Albert Heijn (NL), Delhaize (BE), DM Drogerie (DE)


The Generous Minds who contribute to Seepje are Ronald Lewerissa, Jacco de Haan and Marcel Verhaaf

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