A Czech Republic-based startup is disrupting the laundry detergent industry with an innovative, eco-amiable approach. EcoHaus, founded by Petra Doubková after a accomplished university project, has rapidly gained traction with its paper-sheet detergent, offering a convenient and enduring alternative to conventional liquid and powder options. The company’s success highlights a growing demand for environmentally conscious household products, and a resourceful approach to early-stage funding through crowdfunding and a focus on product efficacy. EcoHaus’s recent EU Ecolabel certification further underscores its commitment to minimizing environmental impact.
A Czech student’s project to create a more eco-friendly laundry detergent has blossomed into a rapidly growing business. Petra Doubková launched EcoHaus after winning a university competition in 2021 with a concept for a laundry detergent alternative designed to be gentler on the environment.
EcoHaus’s signature product takes the form of paper sheets that are added to the washing machine with clothes. Upon contact with water, the sheets dissolve, releasing a cleaning agent. The formulation is designed to be both environmentally conscious and kinder to fabrics than traditional detergents and gels.
“The paper format itself isn’t the key; it’s the composition,” explains Doubková. “Because of its ingredients, it’s particularly popular with people who have atopic eczema, as it’s less heavily perfumed than conventional products.” Doubková wasn’t the original inventor of laundry detergent sheets, but she was the first to introduce them to the Czech market, recognizing their convenience and portability.
Prací papírky od startupu EcoHaus |
Doubková bootstrapped the company, opting to forgo external investment initially. A crowdfunding campaign in 2022 raised one million Czech crowns (approximately $40,000 USD) which allowed EcoHaus to launch. The funds were used to provide early supporters with samples of the product, effectively validating market demand before seeking broader investment. “I was able to verify that there would be interest in the product from the start,” Doubková explained. “Plus, I didn’t have any investors around me who might have a good first impression.”
That strategy appears to be paying off. EcoHaus began selling its laundry sheets in early 2023, and has since achieved cumulative revenue of 71 million Czech crowns (roughly $2.8 million USD). The company nearly doubled its revenue year-over-year, reporting 23 million crowns ($915,000 USD) in 2024, compared to approximately 40 million crowns ($1.6 million USD) the previous year. EcoHaus products are now used in over 50,000 households.
Expanding Product Line with Sustainability Certifications
EcoHaus now offers a range of household cleaning products, including dishwasher salt, stain removers, dish sponges, and cloths, in addition to its original laundry sheets. However, Doubková emphasizes that product efficacy remains a top priority. “Primarily, the products must be functional, because ecological alternatives to various cleaning products often don’t work. People simply won’t buy them if they don’t perform. And in combination with that, I want our products to be gentle on the environment, health, and clothing,” she says.
The company plans to continue expanding its product offerings, recently launching a new line of toilet cleaner, all-purpose cleaner, and dish soap. All three products have received EU Ecolabel certification, a designation managed by the European Commission that recognizes products meeting high environmental standards. Currently, only around 60 products from Czech companies hold the certification, with approximately one-third coming from Fosfa, a company based in Břeclav and its FeelEco brand.
“For a small brand like ours, it’s difficult to obtain this certification, even financially. But it’s not one of those certifications you simply pay for; there are many criteria,” Doubková stressed.
Currently, EcoHaus products are sold through its own e-commerce store, as well as through Rohlík, Globus, and Rossmann. “In the future, we’d like to expand further into retail, particularly into brick-and-mortar stores,” Doubková stated. Geographically, however, the company plans to remain focused on the Czech market. “Expansion is a very challenging undertaking with significant risk. Our priority is to promote the benefits to the Czech public and focus on education,” she added. Social media marketing, particularly on Instagram (with over 80,000 followers) and Facebook (62,000 followers), is a key strength for the startup.
Based in Liberec, where EcoHaus originated, Doubková hopes to eventually launch its own production facility in one of the city’s former factories. “That’s our long-term vision, but it’s a long-term process,” she said. Currently, the startup manufactures with several partner companies across the Czech Republic, with a small portion of production taking place abroad.
