David Weiss and Lluís Montull are two engineers who aim to transform home laundry. Their goal is to offer a plastic-free option for washing clothes at home. The cleaning industry relies heavily on plastic due to product formulations and packaging. From a strong concern about plastic waste, Natulim emerged, with Weiss and Montull selling biodegradable detergent strips and surpassing five million euros in revenue in 2023. They anticipate adding another ten million in sales this year.
Montull explains that the plastic waste problem became clear after watching a documentary. “The waste from this material is substantial. The cleaning sector uses a lot of plastics,” he notes. True to their engineering roots, both started seeking ways to remove plastic from everyday home cleaning. “We found a patent for biodegradable detergent strips that has been used in Asia for about a decade,” Montull adds. Their prior experience spans ventures in different industries, including venture capital and consulting.
They left their jobs to launch Natulim and set up their first workspace in Montull’s garage. “I relocated from my Barcelona apartment, and we reshaped our lives,” he recalls. The initial move was to order detergent strips from Asia and introduce them to the Spanish market. “We had to adjust the formulation a bit to import it into Europe. The formula was refined after the first orders,” he emphasizes. After receiving the product, they packaged it in small envelopes and mailed it to customers. The first sale happened in March 2021. “Sending the product through the Post Office proved practical and profitable. Customers receive the product in their home mailbox as if it were a standard letter,” Montull notes.
high ratings
Detergent strips are not a new format, but many existing options lack ecological ingredients in their formulas. A recurring challenge with many eco detergents is delivering effective cleaning results. Natulim, however, has become a top seller in its category on major e-commerce platforms, earning very favorable user reviews.
When placing an order, consumers simply indicate the number of people in the household, and Natulim automatically calculates the necessary quantities for laundry. A subscription option is available for monthly detergent deliveries. “We continue to ship via postal services, believing this is a sustainable way to reach homes across regions,” adds Montull.
The company took a significant step about eighteen months ago by opening its own facility to produce laundry detergent alongside other products such as citric acid, dishwasher tablets, and stain removers. “Delivering a truly sustainable product required eliminating all shipments from Asia. We now operate a seven-person factory in Vic, a town near Barcelona,” says Montull. Roughly 90% of the products sold are produced within Europe. Natulim currently distributes in Spain, France, Portugal, Italy, Poland, and Chile, with plans to extend to Germany and Romania. The founders envision broader reach in the English-speaking markets and beyond, supported by foreign salespeople based in Spain who promote the brand in their home countries.
These entrepreneurs are pursuing greater presence in major grocery chains and international markets. Natulim already distributes through chains such as Alcampo, El Corte Inglés, and Bonpreu, and is in discussions with Eroski and Carrefour about in-store placement. A veteran from Unilever was brought on board to assist in these negotiations.
customer support
Natulim’s founders dedicate substantial resources to delivering personalized customer care. “There is a large customer service department because quick access to help is essential if shipments encounter issues. Word of mouth matters a lot; many people discovered Natulim through friends or family who recommended biodegradable strips,” Montull explains.
Social platforms like Instagram and Facebook play a vital role in promoting Natulim. They offer a direct line to customers, with founders sharing clear, approachable explanations of the product. In promotional videos on YouTube, Montull says, “Carrying weight and producing waste are now things of the past,” conveying a message that resonates with audiences. The direct contact helps customers feel more connected to the people behind the brand and fosters trust among buyers in North America and beyond, where sustainable laundry solutions are increasingly sought after.