50 Million Plantable Pencils
At conferences, the usual gift bag can pile up—cardboard, notebooks, pens—that eventually becomes clutter. A Danish company, Sproutworld, aims to change that by offering plantable pencils that sprout wildflowers, and even tomatoes, instead of adding more waste to home storage.
The core idea isn’t new, but the path to market is. In 2013, Danish entrepreneur Michael Stausholm discovered a crowdfunding project seeking support for a pencil called sprout, designed to be planted after use. A group of Boston students had conceived the product as an office-friendly item. Stausholm negotiated to acquire the rights, launched Sproutworld in Denmark where the pencils first sold, and then expanded to other markets as demand grew.
Since then, Sproutworld has moved more than 50 million plantable pencils across 80 countries, spanning Europe and North America. The company keeps its headquarters in Denmark and maintains a small office in Boston. Local production is prioritized in two hubs, Poland and Minnesota, aligning with a sustainability program that emphasizes responsible sourcing and shorter supply chains. A Spain-based manager notes that European production supports stricter standards, making sustainability easier to ensure on the ground.
Embedded inside the wooden shafts are up to 14 varieties of wildflowers and additional plants such as sunflowers, basil, cilantro, and fir trees. Even tomatoes, including cherry varieties, can be part of the mix. Sproutworld distributes these pencils to businesses and consumers for personal use or events like baptisms and weddings, though roughly 80 percent of orders come from corporate clients, marketing teams, and conferences. By presenting a plantable pencil at a meeting or event, companies can tell a tangible green story and open conversations about sustainability.
Globally, major clients include Ikea, Disney, Porsche, and Coca-Cola, along with government entities and political groups. In Spain, collaborations include the Madrid City Council with pencils containing violet seeds. Repsol previously offered a pencil to children with purchases. Consumers can also buy Sproutworld products on Amazon, with special editions such as Christmas, love, or bee-friendly versions.
Plantable Eye and Brow Liners
About three years ago, the Danish firm expanded into cosmetics, launching plantable eye and brow liners that sprout flowers like sunflowers. The focus is on understanding how a cosmetic product behaves after use, balancing high quality with sustainability rather than merely adding another makeup item. The range emphasizes 100 percent natural materials, sustainable wood sourcing, and a CO2 footprint assessment to minimize impact, plus packaging designed to reduce waste.
The company is now concentrating on growth within its cosmetics line. Sproutworld closed 2023 with revenue around 6.5 million euros and continues to invest annually in securing patents worldwide to protect its plantable writing tools. A constant challenge comes from copycats, especially in Asia, where similar products are produced in places like China, making brand protection a priority for the team.
Current plans seek funding to expand the cosmetics segment and to engage influencers and models across six key markets, including Spain. There are ambitions to roll out a plantable lipstick and a plantable concealer in a range of colors, with the ultimate goal of reaching Sephora and drawing attention to plantable beauty solutions that blend practicality with environmental responsibility.
These initiatives reflect Sproutworld’s broader strategy: to combine functional products with ecological storytelling, turning everyday items into conversations about sustainability. The plants embedded in the products serve as constant reminders of a consumer’s personal impact on the environment, and the company’s approach invites a broader dialogue about how consumer goods can support greener practices without sacrificing usability or style.
Across its portfolio, Sproutworld shows how a simple idea—putting life into a pencil—can evolve into a platform for responsible production, design, and marketing. By choosing local manufacturing hubs, sustainable materials, and transparent environmental assessments, the brand positions itself as a forward-looking player in both the writing and cosmetic spaces, aiming to inspire a shift toward products that people can plant, grow, and share with others. This philosophy resonates with audiences seeking practical, stylish ways to reduce waste while supporting biodiversity and community engagement. (Source attributions: Sproutworld corporate statements and product guides.)