Marcel's Green Soap laundry detergent

Marcel's Green Soap was founded in 2015 by Marcel Belt, a former Unilever executive who was inspired by his three daughters to create cleaning products that were better for the planet. The brand originated in the Netherlands, specifically starting from a small office in Haarlem. Marcel's goal was to offer 'light-green' products—sustainable and plant-based alternatives that didn't compromise on fragrance or effectiveness.

The products were initially produced at a small soap factory in Utrecht. Today, the manufacturing remains primarily focused in the Netherlands, adhering to the brand's commitment to local production and reducing its carbon footprint. The brand gained significant traction for its 100% recycled plastic packaging and its focus on being the first palm oil-free liquid laundry detergent in the country.

In recent years, the brand has transitioned from an independent startup to being part of a larger portfolio. The Green Soap Company (the original business entity) was acquired by the Altaïr Group, a French-based company specializing in home care and maintenance. Despite this change in ownership, the brand maintains its distinct Dutch identity and its mission to make cleaning 'fun, fragrant, and sustainable'.