Who are Loofy's?
Loofy's was born from a journey. Dorien Beijk, an Entrepreneurship student in Leeuwarden, Netherlands, spent half a year in Asia and what she saw marked her: plastic accumulated on every street, in every river, on every beach. She returned with a question that wouldn't leave her alone: why does the bathroom have to be full of plastic bottles?
She started with a natural luffa sponge, the plant that gives the brand its name, selling it at markets and fairs with her story. The interest she generated confirmed that there was something real. No laboratory, no investors, no big initial scale ambitions. Just an idea and the desire to prove it worked.
Behind the brand is a small team that takes Loofy's from stores to hotels, manufactures in Europe, by hand, and has a Director of Happiness who provides daily relaxation and distraction, which in small team language usually means there's a pet in the office.
From that starting point, they have built a brand with a clear and uncompromising mission. Solid shampoos last up to 3 times longer than a conventional liquid and save 80% water per container. It's not sustainability marketing, it's arithmetic. Less plastic, less water, less transport, without sacrificing product effectiveness and pleasant scent.
Loofy's products and their criteria
Plastic in cosmetics has two sides that few brands mention together. The first is obvious: the packaging. The second, less known: many conventional products contain microplastics in the formula, especially in exfoliants, where plastic is added as a cheap abrasive. Loofy's eliminates both. No plastic in the packaging and no plastic in the formula.
Its formulation is natural, between 95% and 98% plant-based ingredients, and completely vegan. No animal derivatives, no animal testing. A stance that at Loofy's is not a selling point but a starting point. No hidden agendas, no greenwashing — these are their words, and we stand by them.
The solid format has a reputation for being austere or not very sensory. Loofy's specifically works to dismantle that prejudice: textures that work, noticeable aromas, convincing results. That's why we chose them.
Facts and curiosities
The name. "Loofy's" plays with the English word loofa, the natural vegetable sponge used in the shower, and with the concept of clean, zero-waste cosmetics. A small name with a lot of intention behind it.
A rating of 9.5 out of 10. On WebwinkelKeur, a Dutch review platform, Loofy's has an accumulated rating of 9.5 out of 10 with hundreds of reviews. And the reviews sound like real reviews: "I had to calculate the amount for my long hair, but my first experience has been pleasant." That honesty is worth more than five perfect stars of dubious origin.
The UN Sustainable Development Goals. Loofy's is recognized within the framework of the United Nations SDGs for its contribution to the reduction of plastic waste. It is not a seal that is bought, it is an alignment with international sustainability criteria.
Their vision for 2036: that every bathroom in the world has at least one Loofy's product. Ambitious for a brand that started in a student room in Leeuwarden. But with consistency.
“Every time you choose a solid, refillable, or plastic-free product, you are sending a powerful message: you want a cleaner future. Loofy's invites you to restructure your routines, to enjoy personal care without complications and without guilt. Because yes, it is possible to take care of yourself without leaving a trace.”Loofy’s.
Discover their products: Loofy’s collection
Other brands that may interest you
™ Lamazuna: zero-waste bathroom pioneers since 2010, handmade solid cosmetics from France.
™ Olae: facial serums and oils formulated with engineering criteria, without superfluous ingredients.
™ Georganics: natural and zero-waste oral hygiene, without plastic or unnecessary synthetic ingredients.
™ Syriana: artisan and solidarity soaps, each bar funds a week of quality schooling.
™ Sabater Hnos.: three generations of master soap makers and the art of aroma from Barcelona.
™ Vegan Fox: handmade vegan cosmetics from Latvia with real criteria.
