1-on-1 with Seepje’s Jasper Gabriëlse: the Soap Rebel
We believe that innovative professionals are the pioneers of the changing world. That’s why every week we go in-depth with one of our favorites and pick up some lessons about what it takes to be a professional rebel. This week we spoke to Jasper Gabriëlse, co-founder of Seepje.
Jasper is just 24 years of age but already on a mission to shake up the detergent industry. Roald Tjon spoke with him to find out how Seepje, an all-natural and fairtrade detergent, came about and how he is working to create impact while staying true to himself.
How did you start Seepje?
“My co-founder Melvin and I were watching TV and we saw a woman in Nepal using peels from the Sapindus Mukorossi fruit to wash her clothes, but also her hair and body. We were in awe that you could do that naturally, when all types of artificial substances are being used here.”
After flying some peels in for a successful test they got in contact with Hari, a Nepalese farmer: “Hari was already involved in harvesting Sapindus trees in an environmentally friendly way and wanted to create more demand for them abroad to improve the conditions of people back in Nepal. We thought we had a good opportunity to create a product that really works and also has a positive social impact.”
Their first product hit stores in January 2014 and today they are in more than 300 stores in Belgium and the Netherlands.
Have you guys been to Nepal to check things out yourselves?
“We’ve had Stefan from ECO Collection visit Hari to make sure everything is in order, and we planned to go last year, but couldn’t because of the earthquakes and the political unrest.”
The controversial new constitution in Nepal, brought in after a series of earthquakes, led to deadly riots and India putting a virtual blockade at the border: “We usually get the peels through the boat from Calcutta, but now our only option is flying them in, which is really expensive. It’s not disastrous for us, because we could get the peels from elsewhere, but Hari’s business has ground to a halt and we’re trying to support him as much as we can.”
Did you always want to start a business with social impact?
“Not consciously, but I think it’s in my nature. I’ve always wanted to make people happy and things that are very destructive really bother me. I think it’s in my character and Melvin’s character to want to do something positive.’
“I wouldn’t have guessed that it would have been through laundry detergent, but even if I got a job working for someone, I would still have wanted to do some good.”
Are there any plans to get Seepje into a large supermarket chain?
“Maybe in future, but that all depends on the timing. It is really important to have the right timing. The market has to be ready, the supermarket has to be ready, we as a company and the whole supply chain have to be ready. If the timing is right then everything can fall into place and become a success.”
The Lesson: Timing is key.
Why did you decide to become an entrepreneur?
“That’s not really something you decide. It’s something that happens when the right situation and opportunities come together and you seize them in one way or another. That also has a lot to do with timing.”
Would you consider yourself a professional rebel?
“I’d say we’re rebels because we definitely like to challenge ourselves and others but at the same time we are fiercely true to who we are, what we do and why. There’s no one that’s going to get us from the path we’re on.’
“A lot of people told us we had no chance, because of how difficult the market is for laundry detergent. It consists of three giant players — Henkel, Procter & Gamble and Unilever. There’s never been a startup and certainly not one that manages to stay afloat. We did and I think that makes us rebels. I’m really happy when people recognize that, like when Sprout named us in their Challenger50.”
What’s the one thing you know now that you wish you knew six months ago?
“Six months ago I knew a lot less than I do know, but I would be hard-pressed to tell you exactly what those things are. That’s the great thing about being an entrepreneur, or a professional rebel, you learn so much and end up in so many unfamiliar situations.”
The Lesson: Being a professional rebel means learning and dealing with the unknown.
What keeps you up at night?
“There was a period when we wanted to buy out a shareholder and that gave us a lot of worry and stress. Those kinds of things can keep me up at night, but so can the really positive moments, the ones that re-energize.”
Is there something people would be surprised to know about you?
Despite Seepje’s positive impact, Jasper says he’s not that environmentally friendly himself: “While I am very conscious of my choices because of my work with Seepje, I’m still not that eco-friendly. I’m not vegetarian for example, which I would probably want to be — I secretly really love a broodje kroket. I still have to make that a personal project to work on.”
Any tips to other rebels out there?
“It’s super important to truly understand the state of affairs inside your business and to build on a strong foundation.’
“Also, it sounds cliché, but it’s really important to stay true to who you are. Be honest and genuine when it comes to your own mission and vision.”
The Lesson: Know your stuff and keep it real!
Professional Rebel & Jasper: We first met Jasper and the guys at Seepje during the Startup Tour at Night. Needless to say, they impressed us and we got to interview them at their office, which is strangely located at (but not affiliated with) the headquarters of the CDA in the Hague.
