Founded in 2020 by Laura Harnett, Seep is a sustainable cleaning brand on a mission to “wipe microplastics from cleaning essentials in 10 million homes”. The idea came after Laura’s breast cancer diagnosis, when she became more conscious of toxins and plastic waste in the home. She launched Seep to create microplastic-free alternatives to sponges, cloths and rubber gloves. The company has raised funding from angels, including backing from investors Deborah Meaden and Trinny Woodall after appearing on BBC’s Dragons’ Den, and has received support from Innovate UK and the Cartier Women’s Initiative.