SEEP Founder Answers NOICE’s Most Pressing Questions

Morgane Soret @ 2022-02-23 16:16:13 +0000

NOICE had an opportunity to ask SEEP founder, Laura, some questions.

SEEP’s vision? They believe everyone should be able to carry out their household chores without hurting our planet. And we could not agree more!

While we spend £5bn every year making our homes clean, most of the products we’re using aren’t. It’s time for an appealing, accessible, and affordable alternative to polluting plastic product. It’s time for The Seep Company.

The Interview with Laura Harnett. Based in London. Founder of SEEP.

On a mission to revolutionize those everyday home essentials like sponges, cloths, brushes, and bin bags for the good of people and planet.

NOICE: Hello Laura, we are so glad to have you featured in our sustainability driven entrepreneur series. Thank you for accepting the invitation. Can you introduce yourself? 

Hi, I’m Laura. I’m a Mum of two kids and a dog living in West London. I’m half French, half English.

When & Why did you start The Seep Company? 

I would describe myself as ‘eco-conscious’ not an ‘eco-warrior’. I have always tried my best to be a conscious consumer but when it came to the cleaning aisle I was stumped. On one side there were plenty of alternative cleaning brands, like Method and Smol, but looking at cleaning accessories it’s like we were trapped in a time wharp - brightly coloured fuzzy sponges from the 70s. 

I'm lucky enough to have an amazing community of friends, family, former colleagues and a team which help me to shake up the dusty household essentials space and create the type of company I want to buy from.

What is your definition of sustainability? 

Making sure that I leave no trace.

What was your wake up call when it comes to sustainability?

Lockdown gave me time to reflect. Maybe it was spending so long at home wiping up our household mess, but I noticed just how many cloths and sponges I was using and just how quickly they’d end up in my bin. 

And that’s when it hit me. Most of the country’s other 29m households were likely doing the same. I did a rough calculation; that would mean a staggering 350m binned cleaning sponges each year, each leaving a dirty smear on our planet. That day I knew I couldn’t wait any longer for someone else to ‘do’ something. I decided I could remain part of the pollution or become part of the solution, and that’s how Seep came to be born.


As a sustainability driven entrepreneur, did you face any challenges creating The Seep Company? Could you share those and how you overcame them?

There was a lot of challenges around packaging, it’s just much harder to do sustainably, especially with moist products like sponges! We ended up packaging in the UK and packing to order, which has had an impact on our costs but it was the right thing to do.

What would be your top #3 advice when it comes to starting your own (sustainable or not) business? 

My advice would be to just tick off a few important things everyday, even if it seems that there is an overwhelming number of things to do. I think this is super important, especially in the early days so that you can feel like you’re nudging the business forward. Also don’t be afraid to ask for help, reach out to people as you will be surprised how willing everyone is to help you.

What are your sustainable habits, as a person, you’d like to share? 

Trying to reduce my everyday plastic consumption, like toothpaste and shampoo as well as switching my groceries to zero waste brands like Abel & Cole and Good Club. Plus I just try to buy less, especially in fashion.

3 words to define 2022? 

Calm, Focused & Up-for-it

Thank you very much Laura for your time & we love SEEP at NOICE. I have just ordered myself the sponges & the compostable bin bags. Love it! Thank you for making easier to have a positive impact!

Keep Brushing