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Ali Sleiman


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Startup details


Water and plastic are 95% of the detergents we buy. We waste a load of plastic when we throw away our detergent, and we also use tons of water that need to be shipped all around the world. That’s a damage to our planet that can be easily avoided.


To make your detergent just fill a bottle with water, drop one tab and you get a real eco-friendly product that cleans just like shelf detergents.

How it


Our model is similar to Nespresso’s coffee capsules, where customers buy the starter kit of 3 bottles and 3/9 tabs, and then charge tabs to refill the detergent. You can find our products online or in supermarkets.



The Green cleaning products market currently occupies 4% of the macro market of cleaning products and is growing by 11% every year.


Enzers launched their first detergents but the objective is to take over all the house cleaning market with different products, providing a unique experience to customers to keep them loyal to the brand.


The right set of competencies for a DTC brand. The founders have strong skills on the brand and marketing side, are very community-oriented, along with the expertise on tracking and optimization of business metrics.