Deterdraft Pioneering Sustainability in Home and Personal Care

Deterdraft: Pioneering Sustainability in Home and Personal Care

In 2020, amidst the global COVID-19 pandemic, a team of passionate individuals founded Deterdraft with a singular mission: to empower individuals to reduce plastic waste and create sustainable homes.

Despite facing initial challenges due to disruptions in the supply chain, as most of their products were manufactured in Italy, the company persevered and experienced significant growth, propelled by the unique circumstances presented by the lockdown.

As people spent more time at home, they began to reflect on their consumer choices, leading to a surge in interest in sustainable alternatives.

Deterdraft seized this opportunity, and their growth skyrocketed, achieving a remarkable monthly growth rate of 21.4%. By fostering a community of over 20,000 customers, Deterdraft quickly established itself as a trusted brand in the sustainable consumer goods market.

One of the key factors contributing to Deterdraft’s success was their innovative approach to packaging and waste reduction. Customers were delighted by the ability to return their empty product containers through free prepaid envelopes, ensuring that the packaging was reused instead of ending up in landfills or oceans.

This circular approach resonated strongly with environmentally conscious consumers, who appreciated the convenience and impact of their choices.

The overwhelming response from customers served as a testament to Deterdraft’s commitment to sustainability and inspired the company to pursue even greater goals. Recognizing the importance of aligning their business practices with their values, Deterdraft applied to become a certified B Corporation, aiming to join the global community of companies using business as a force for good.

This demonstrated their dedication to maintaining the highest standards of social and environmental performance, transparency, and accountability.

As Deterdraft looks to the future, their ambition is clear: to become the leading sustainable consumer goods business in the United Kingdom. By delivering outstanding home and personal care products in reusable packaging, they are reshaping the industry and proving that sustainability and style can coexist. Deterdraft’s products not only look good and feel great but also have a positive impact on the planet.

Through continuous innovation and a customer-centric approach, Deterdraft aims to inspire more individuals to make sustainable choices in their daily lives. By providing accessible and attractive alternatives to traditional home and personal care products, they are empowering consumers to actively participate in the global movement toward a more sustainable future.

Deterdraft’s success story serves as a beacon of hope, demonstrating that even in the face of challenges, a company driven by a clear purpose and unwavering commitment to sustainability can achieve remarkable growth while making a positive difference in the world.

What Do They Do?

They offer cleaning, laundry, and personal care products in packaging that uses 80% less plastic than the average supermarket counterpart and can be reused up to 10 times.

By using extremely light, foldable pouches, customers can return their empties for free in prepaid envelopes, ensuring no plastic waste ends up in landfills, incineration, or the natural environment.

Every returned pouch is inspected, washed, and refilled, ready for the next round of orders.

At the end of their life, pouches are sent to a recycling partner that ensures 100% recycling.

The Problem

Less than 10% of household plastic waste gets recycled in the UK, while the remaining 90% ends up in the environment, polluting our oceans and landfills.

Luckily, consumers are becoming more mindful of their purchases and are exploring ways to reduce their everyday environmental impact.

In fact, half of UK consumers are willing to pay more to avoid plastic packaging, and 8 out of 10 people are trying to reduce plastic waste, while 46% of Brits feel guilty about it.

What Makes Them Different?

At, you can shop a wide range of Personal Care, Laundry, and Home Cleaning products all in one place.

People can use the products directly from the pouch or decant them into a reusable dispenser.

When the product is finished, there’s no need to wash or throw away the pouch; simply fold it, place it inside the envelope, and drop it into one of the over 100,000 red pillar boxes around the UK or your nearest Post Office.

Behind the Business

Agostino and Paola are Italian immigrants who have called London home since 2017.

Both of them have backgrounds in hospitality, having previously worked in hotels and restaurants, which made them experience firsthand the incredible amount of waste generated by these establishments.

This led them to delve deeper into the issue. Additionally, as a family with one child, they were very conscious of the large quantities of waste they were generating at home.

When they began their journey to eliminate plastic waste as a family, they realized that the available product options weren’t great and saw a great opportunity to do something better.

The Challenges

Established in 2020, at the height of COVID-19, Deterdraft faced numerous obstacles.

The biggest challenge they had to face during the early period of the business was the volatility in supply chains, which had some impact.

As a company that outsources its products from Italy, they struggled to obtain stock during the initial part of the lockdown.

Additionally, the increasing costs of transportation and online advertising made it tough at the beginning to find customers and provide them with high-quality Italian products at a fair price.

The Opportunities

Deterdraft operates in a huge market worth over £155 billion in the UK and Europe.

At a macro market level, Deterdraft finds itself at the convergence of three mega-trends: a move towards e-commerce, an awakening around sustainability, and a COVID-related drive towards home hygiene products.

A recent report by consultancy A&M in partnership with Retail Economics states that “an estimated 17.2 million consumers in the UK, nearly a quarter of the entire population, will permanently change the way they shop, redirecting their spending online.”

This means that Deterdraft will be able to capitalize on these paradigm shifts.

Advice to Other Businesses

At Deterdraft, they believe that a good business should be a responsible business, one that is a force for good.

By following the 3P model: Planet, People, Profit, every business can strive for sustainable practices that benefit not only their bottom line but also society and the environment.

Luckily, consumers are becoming more mindful of every purchase, and it is good news for businesses that recognize the significance of social responsibility and ethical considerations in their operations.

Tatyana Dyachenko
Latest posts by Tatyana Dyachenko (see all)

For the past years, Tatyana has worked as a sex blogger and a relationship advisor. She has been featured in magazines such as Cosmopolitan, Teen Vogue. Vice, Tatler, Vanity Fair, and many others. Since 2016, Tatyana has focused on sexology, attended various training courses, participated in international conferences and congresses. “I wish people would address sexual issues in a timely manner! Forget shyness, prejudice and feel free to see a sex doctor for help or advice!” Tanya enjoys pursuing her flare for creativity through modelling, graffiti art, astronomy, and technology.

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