On the occasion of World Toilet Day on Saturday November 19, a spotlight on five 100% made in France start-ups, ready to take pride of place on the toilet market.
Biom and its wear-resistant toilet brush
Initially, a rather improbable idea: to reinvent the toilet brush, this banal, ugly, messy accessory produced in Asia, to make it a stylish, hygienic, durable, eco-friendly and French object.
Bet held for Sandra Legel. This native of the Netherlands, graduated from Paris-Dauphine University and ex-European purchasing manager for Packard Bell, has been marketing “bbb La Brosse” (Best Broom Brush) since 2018. Designed like a leaf of a tree and equipped with an anti-drip system, it is produced in the Oise from recycled plastics and waste: beets, seaweed, scallops... And since this year, recycled food cartons from Tetra Pak.
“We have sold over 100,000 brushes since it was launched four years ago. It is indestructible and yet more than 20% of our customers reorder, often for those around them,” proudly points out the founder and CEO of Biom Paris (Innovative Business Open to the World). campsites, restaurants, etc. Incubated in its early days at Willa (ex-Paris Pionnières) and after two fundraisers totaling 250,000 euros, the start-up has since expanded its range: toilet seats and seats matching the brush, soap cases and QR code cups. She has just joined the Iterra accelerator in Compiègne to “actively participate in French reindustrialization and highlight the know-how of Hauts-de-France” enthuses the young entrepreneur in her fifties.
