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YOKUU 4A
€1,044,538
total amount raised in round
- Backed by over 70 investors
The current cleaning market: a market in transition...
The European cleaning market is worth €26 billion, of which over 10% is already “eco” — a Serviceable Available Market (SAM) of €2 billion for YOKUU.
Within our three current focus markets (BE, NL, UK), this market size is €500M. With our targeted revenue of €19M by 2027, we’re aiming for a +/- 3.5% market share.
... ready for a probiotic revolution!
Microbial products are a perfect answer to the growing demand for health & sustainability.
The global market for microbial cleaners is growing at ~9% per year and is set to nearly double by 2030.
This growth is driven by:
- Consumers seeking to avoid chemical products (68% look for ‘non-toxic’ or ‘biodegradable’ labels)
- New regulations (REACH, EU Green Deal, ban on single-use plastics)
- Technological innovations that improve our understanding of microbes and make products more effective and stable
YOKUU taps into all these trends with a unique offering that cleans with, not against, nature.
Today’s players
The cleaning market is still dominated by:
- Traditional chemical brands such as Dettol or Mr. Proper – promotion-driven, sterilisation-focused
- Eco-pioneers like Ecover or Frosch – shifted towards mainstream, with little real innovation
- Design and refill brands like Brauzz or Everdrop – attractive, but conventional in content
YOKUU’s positioning: unique, scalable, and future-proof
YOKUU is the only brand in Europe that combines probiotic technology with dry, concentrated formulas in reusable packaging.
YOKUU products are lightweight, compact, and dry — ideal for international scaling thanks to low transport costs, simplified distribution, and suitability for e-commerce.
YOKUU already works with wholesalers in the Netherlands, the UK, Ireland, Malta, and Estonia — clear proof of the international appeal of the model.
Protected lead
Living organisms cannot be patented. However, YOKUU has built a strong competitive moat through a combination of scientific secrecy and intellectual property.
We work with five self-isolated bacterial strains, selected for their performance and stability. These strains are the subject of ongoing research and are kept as closely guarded company trade secrets. The interaction between ingredients continues even after dissolution, making the formulas extremely difficult to reverse-engineer.
In addition to our biological lead, we have protected key brand and design assets:
- The YOKUU trademark is registered in all countries where we are currently active, as well as in all key markets we expect to enter over the next 5 years.
- The distinctive droplet shape of our cleaning pearl is a registered design, reinforcing brand recognition on-shelf and supporting long-term differentiation.
Our multichannel retail strategy
YOKUU combines strong D2C foundations with a growing presence across multiple retail channels. This allows us to tailor our range to different customer profiles, build traction in new markets, and reduce reliance on mass retail.
Organic retailers are our starting point in every new market — values-driven stores where early adopters embrace our full range. This channel offers quick traction and positions us strongly within the alternative retail segment.
Supermarkets offer scale. We focus here on our bestsellers — convenient, long-lasting products in emotionally distinctive packaging. We’re currently active mainly in independent supermarket chains.
Garden & pet stores are a high-potential channel with limited direct competition in cleaning. Consumers here value pet-safe, nature-inspired solutions. Our wooden displays with built-in screens help create a unique, in-store experience around “natural cleaning” — and have proven to drive success.
DIY stores are ideal for functional products like drain unblockers, septic tank care, and pipe maintenance. We’re seeing traction in Belgium & the Netherlands and are developing targeted innovations for this segment.
Drugstores offer an opportunity to position a wider range of cleaning and lifestyle products — where effectiveness and wellbeing go hand in hand.
Pharmacies are still an emerging channel (70+ in Belgium), but with strong future potential — especially as we expand into skin-related probiotic products. In a sector still dominated by sterilisation, we bring a science-backed, health-conscious alternative.
YOKUU is already available in 1,300 retail locations across Europe — with 90% still concentrated in Belgium and the Netherlands.
We’re now seeing traction in new markets like the UK and Ireland, and this funding round will allow us to accelerate further expansion.
Our goal: 3,000 active retail points across Europe by the end of 2026.
Our go-to-market model is lean and scalable. We work primarily through distributors, intermediaries, and logistics partners, allowing us to grow quickly while maintaining strong margins. This structure enables expansion via key account managers, without the need for a large in-house sales force.
The model is proven. The demand is growing. We’re operationally ready to scale.
Our direct-to-consumer engine
Our webshop is a key growth channel, offering direct access to customers, strong margins, and continuous insights into product performance and customer behaviour.
- Repeat purchase rate after 12 months: >60%
- Average order value (AOV): €50
- Email subscribers: 30,000
- Average customer rating: 4.76 (based on 1,146 judgeme reviews)
The webshop serves as a testing ground for new products, a source of high-margin recurring revenue, and a strategic tool to launch in new markets ahead of retail rollout. Our marketing efforts are highly data-driven and focused on continuously improving the LTV:CAC ratio.
As we expand across Europe, this channel will remain central to brand building, customer retention, and scalable growth.
YOKUU is building a new category: probiotic maintenance products.
Not just eco, but truly more effective, healthier, and user-friendly. Our products clean deep into pores, stay active for days, and reduce the need to clean as often. This is how we combine sustainability with performance — exactly what’s needed to reach the mainstream audience.
Raise summary
| Crowd investments | €193,850 |
| Committed by others | €850,688 |
| Amount raised | €1,044,538 |
| Minimum round | €440,000 |
| Maximum round | €1,533,938 |
| Shares in the company (total round) | 15.759% |
| Pre-money valuation | €8,200,000 |
| Post-money valuation min. | €8,640,000 |
| Post-money valuation max. | €9,733,938 |