Laura Harnett, founder of Seep, convinced guest judge Trinny Woodall to make her first and only investment during Dragons’ Den on Thursday 30 January.

Deborah Meaden partnered with Trinny Woodall, to invest in the eco cleaning brand offering the full £50,000 requested for a 4% share in the business.

Laura founded Seep during lockdown as she was frustrated by the lack of eco friendly, sustainable alternatives to plastic in the cleaning aisle and decided to do something about it. Many people have already made the switch to eco friendly cleaning sprays and detergents but still use plastic sponges and microfibre cloths to clean with. These release microplastics every time they are used and also end up in landfill.

Laura lost her fear of setting up her own business after overcoming breast cancer in her late 30s. She decided that if she could do that, then she could do anything.

She decided to go on Dragons’ Den to accelerate her business to the next level. Already stocked in Tesco, Ocado, Amazon and hundreds of other independent retailers, Laura was looking for investment to drive her marketing activity to raise awareness and encourage more people to switch to plastic free cleaning tools.

Laura said: “I was so happy to secure investment from Trinny and Deborah as it will help to take Seep to the next level. So many people don’t realise what they use to clean their homes is simply clogging up landfill when they come to the end of their life. We’re on a mission to stop 1bn plastic cleaning items going into landfill by 2030 and so I want to make sure that eco friendly cleaning options are available to everyone, not just those in the know.

“When I found out that Trinny Woodall was going to be a guest judge on our episode, it felt like the biggest opportunity ever. I’ve been a huge fan of hers for years, even more so now that she’s built a global beauty brand from scratch in her 50s – she’s incredible. Having her and Deborah Meaden say yes to the investment was the single biggest confidence boost that I’m on the right track.”

One of the key products from Seep is the eco sponge and scourer. This lasts up to four times longer than a yellow and green plastic equivalent, can be composted when it comes to the end of its life and needs less washing up liquid to create suds, saving even more resources that way too.

The Seep all purpose bamboo cloths are another key product and 100% plastic free. They work just as well wet and dry, can be recycled with other textiles and also produce less carbon to make than a plastic based microfibre version.
Trinny Woodall said: “I was impressed by Laura from the outset – she has a true entrepreneurial vision, and this shone through when she pitched her business plan for Seep to the Dragons.
“I connected with Laura’s drive and determination to create, set up and launch a brand with a clear mission, not only to sell products but also to disrupt an established category – a vision I share, and one of the key reasons I chose to invest.
“I immediately saw the potential to take Seep to the next level – Laura exudes the commercial mindset which will drive success for her brand, driving long-term growth, and consumer changing behaviour.
“Seep is already on a great journey and I’m excited to be working with Laura and her team.”
Laura was named one of the three European Fellows of the prestigious Cartier Women’s Initiative that recognises the top women impact entrepreneurs in each Region.