Twenty: Eliminating Water Saves 80% CO2-Emissons

Many household items, liquid soap, as well as many cosmetic products contain 80% water. Transporting these products generate, not only extra costs, but unwanted CO2-emissions. Dutch company Twenty found a way to decrease these emissions by shipping only the basic ingredients of these items, all that is needed is to add tap water. The company’s founder Mirjam de Bruijn won the Start-up Challenge award for her idea.


Twenty's shampoo capsules

For the past 4 decades, the soap industry has been selling its customers liquid cleaning solutions; before that people used mostly simple bars of soap. Dutch company Twenty wants to partly return to that era by selling detergents in the form of solid capsules, tablets or granules. The only thing the buyer needs to do, is add water.

Twenty’s owner Mirjam de Bruijn found that almost all liquid household products consist of 80% water. The 20% leftover ingredients, minus the water,  can be compacted into a solid product, making it possible to create smaller packages –  in this case recyclable cardboard boxes – for more efficient and cost saving shipping. By simply eliminating the bulky water component, the industry can decrease emissions by 80%.

“By raising awareness I hope to activate consumers in such a way that one day the concept of Twenty will become a standard for household goods”, said Mirjam de Bruijn.

How does it work?

Twenty foresees walking into a supermarket and buying a box of capsules, instead of hard plastic shell filled with liquid detergents. Even the cardboard package can be eliminated and sold in packaging-free stores.

At home, you drop the capsule (tablet or granule) into your favourite bottle, add water and…TADA!  You helped to save 80% water and 80% CO-emissions.

KIDV Startup Challenge

Twenty won this year’s Start-up Challenge organised by the Netherlands Institute for Sustainable Packaging (KIDV) in the Circular Packaging category. The firm was selected out of 21 national and international contestants by a group of experts. The jury presented Twenty the award for the their product’s balance between sustainability and usability. Along with a financial prize, the company also received support to realise its progressive innovation.

KIDV organised the Challenge to promote and assist start-ups with circular packaging ideas.