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Hardworking cleaning products for lazy cleaners
Hardworking cleaning products for lazy cleaners! 💚🌍🦠
What if billions of invisible helpers could clean your home for you?
We all love a clean home — but no one loves cleaning. Especially not with chemical fumes, dragging around single-use plastic bottles, or using products that already seem to attract dust by day one.
That’s why we created YOKUU: clever cleaning products that activate the power of nature to keep on cleaning for up to 7 days — even after you're already back on the sofa with an aperitif.
Our secret weapon?
Microbial innovation.
Every dose of YOKUU contains 1 billion active probiotic bacteria that produce enzymes to break down dirt, grease, and odours — even in hard-to-reach places. They stay active for up to 7 days and build a healthy microbial ecosystem in your home. Instead of sterilising everything, we use good bacteria as allies — for a preventive, long-lasting clean.
Our probiotic innovation
Why does YOKUU exist?
Founded in 2020 by bio-engineer Joris Jansen, who discovered during his research that a rich indoor microbiome reduces allergies in children — and that micro-organisms in nature break down organic dirt efficiently through enzymatic processes.
His fundamental question: "Why do we keep killing everything with chemicals, when nature itself offers better solutions?"
That’s how YOKUU was born — a Belgian scale-up with a clear mission: "We activate the power of microbes to make daily life healthier, more sustainable, and simpler."
Joris, the founder of YOKUU
What makes YOKUU different? Our cleaning helpers are:
Easier: Active cleaning for up to 7 days with a long-lasting, preventive effect — bacteria prevent dirt from sticking. So you have to clean less often.
Healthier: Natural formulas, safe for children & pets
Cleaner: No water transport, no single-use plastic, no harsh detergents
“I was pleasantly surprised by the effect of the products. My floor and surfaces really shine for days after using them!” — Kimberley, first-time YOKUU customer
Our growth in numbers 😎
+240% year-on-year growth since 2020
+30,000 customers through our own webshop
+1,300 retail points in Belgium (e.g. Delhaize, Bioplanet, Extra Shop), the Netherlands (e.g. Ekoplaza, G&W & DA Drogist), France, Ireland (Wholefoods Ireland) & the UK (e.g. CLF, Suma)
+55% average gross margin
+40 SKUs with good rotation
The YOKUU range
Today, we already offer a wide range of cleaning & lifestyle products:
All-purpose cleaner bestseller
Bathroom cleaner
Glass cleaner
Floor cleaner
Dishwasher tablets
Laundry sheets bestseller
Toilet bombs bestseller
Probiotic hand soap & body soap
Allergen spray
Stain remover ("The Stain Whisperer")
And more exciting launches coming soon: → Fabric spray (“lazy laundry”) → Air freshener → Pet range → Hand dishwashing tabs → Unblocker, septic tank & draine maintenance tabs → Probiotic deodorant
We are deliberately expanding our range to offer tailored products for different types of retailers — including organic stores, garden & pet shops, DIY stores, supermarkets, drugstores, and pharmacies. In addition to our webshop, we’re pursuing a multichannel retail strategy because we’re seeing traction across all of these channels.
The common thread across our range is the unique power of bacteria to improve product performance — from breaking down odours and preventing biofilm to reducing residue, supporting the skin microbiome, neutralising allergens, and even extending surface cleanliness.
“Even our synthetic cushions no longer smell like wet dog – miracle!” — YOKUU customer
All of this is made possible by a small, agile team of 4 hardworking cleaners 🙃
✅ Today, YOKUU is run by a core team of 4: Joris (founder), Janthe (co-founder), Gerwin (sales) & Thomas (marketing). ✅ Our production, packing & shipping is supported by a social workplace, where 4–5 FTEs are dedicated to YOKUU. ✅ We collaborate with 4 specialised manufacturers in the EU, mostly based in Belgium and the Netherlands. ✅ External expertise is brought in selectively via freelancers, scientists, and mentors. ✅ In 2025, we’re expanding the team with four new roles: a CMO, a sales lead for Belgium, a customer support lead, and additional operational & administrative support — effectively doubling the size of our team.
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