Josie spent 20 years in consumer goods, and for a long time, believed she was part of the solution. Then she met Ryan.

They were working together at one of the UK’s biggest eco cleaning brands — the kind of company doing the right things for the right reasons. But the more they looked at what they were actually making, the harder it became to ignore: most of it was water. Bottles and bottles of it, shipped across the country, sitting on shelves, and eventually ending up in landfill. Eco on the label. Wasteful at the core.

They knew there had to be a better way.

In 2019, Josie and Ryan set out to build it. Josie had always wanted to create something that genuinely made a difference — not just a better product, but a better system. So they started with a simple belief: if they made the sustainable choice the easiest choice, people would take it.

That became Neat: refilling cleaning and hand wash products made simple, accessible, and honestly, a little bit of a pleasure. No compromise. No guilt. Just a smarter way to do something people were going to do anyway.

They launched their first product in April 2020. Since then, Neat has sold nearly 5 million refills — and they’re just getting started.