BRAND NEW DIRECTIONS
These women are determined to turn our washday blues to greens
Laura Harnett, 44, launched Seep, an eco household essentials brand, in 2020, after 20 years of working for brands such as Coca-Cola and IKEA. She lives in Shepherd’s Bush, west London, with husband Paul, 44, and children Raphael, 12, and Una, 10.
THE IDEA
I was doing my weekly shop, and had organic veg and recycled toilet paper, along with green washing powder and spray in my trolley. But the only choices in the cleaning accessories aisle were plastic sponges and scourers, and polyester or acrylic cloths. I launched Seep to provide a plastic-free, climate-neutral alternative to traditional products.
WHAT HAPPENED NEXT
I sat on the idea for about a year, expecting someone else to come up with it. But when COVID hit, I found myself with a bit more free time, so I made a business plan. I researched which products people used most (scourer sponge was top, microfibre cloth second), and found suppliers that could develop eco versions. I launched online a few months later.
TOP TIP
Try to do a little every day. Even if you do something small, you’re one step closer.
BREAKTHROUGH MOMENT
Getting our first stockist was key. Sustainable household online retailer Bower Collective took a chance on us early on, and I’m so grateful. The second breakthrough was receiving the B Corp Best For The World award for our environmental credentials. B Corp is the global gold standard for sustainability accreditations, so I was blown away!
STEEPEST LEARNING CURVE
In the first six months, we had numerous product issues. My daughter and I spent one weekend repacking sponges! Finding ways to stay positive and keep up the momentum has been a constant challenge, but it’s so worth it. I spent the first 20 years of my career in big companies, and love the freedom of running my own business.
WHERE I AM NOW
I feel like we are just at the start, although we have been able to achieve so much in less than two years. Seep is now sold through Amazon, Selfridges, Oxfam and other independent retailers. We’ve sold more than 80,000 units since we launched, and saved more than 300 tonnes of carbon compared with plastic equivalents. Our bestseller is the plastic-free scourer, made from loofah and wood pulp. There are now four staff members plus me. My vision is to build a trusted, well-known household brand that genuinely helps people to cut their plastic consumption.
