What began during COVID lockdown as frustration over endless bathroom bottles has now prevented more than 10 tonnes of single-use plastic waste.
For Lisa Hicks, founder of SNOAP, the milestone is about far more than soap. It represents a growing shift in how people think about washing, sustainability, convenience, and everyday household habits.
After appearing on Dragons' Den and securing investment from Deborah Meaden and Peter Jones, SNOAP has continued to grow across consumer, retail, and B2B markets — helping households and businesses rethink their reliance on liquid products packaged in single-use plastic.
Today, more than 900,000 single-use plastic bottles have been prevented through the SNOAP Refillable Soap Dispenser System.
And for a business that started from one family noticing how quickly plastic bottles piled up during lockdown, that milestone matters.
The Problem With Liquid Washing Products
UK households use approximately 1.8 billion plastic bottles of hand wash, shampoo, and body wash every year.
Most of these products are made up largely of water, transported in single-use plastic packaging, and designed around continuous repurchasing.
At the same time, traditional soap bars — despite offering major sustainability and cost benefits — are used by only a small percentage of the population due to concerns around mess, hygiene, sharing bars, and inconvenience.
SNOAP was designed to solve that problem.
Rather than asking people to compromise convenience for sustainability, the SNOAP Refillable Soap Dispenser System combines the familiarity of a liquid dispenser with the benefits of solid bars.
The refillable dispenser holds two solid bars and gently grates them into a fine SNOAP powder, ready to lather when water is added. Each refill replaces up to 20 single-use plastic bottles, with every bar delivering approximately 1,000 hand washes.
The result is a washing system that is:
- single-use plastic free
- refillable forever
- lower carbon
- cost effective
- gentle on skin
- practical for modern homes and businesses
For many households, switching to SNOAP can save more than £100 per year.
From Dragons’ Den to Rapid Growth
When Lisa Hicks entered the Den, all five Dragons wanted to invest.
The episode later generated around five million views of the pitch clip, with SNOAP achieving its projected six-month sales target in just three days following broadcast.
But while the visibility accelerated growth, the bigger shift has been broader consumer behaviour.
People are beginning to question:
- why bathroom products are still sold mostly as water
- why refills still often rely on plastic
- why sustainability is frequently designed around inconvenience
- and whether the future of washing should look fundamentally different
That shift is where SNOAP continues to position itself.
Not simply as another soap brand, but as part of a wider movement towards refillable washing systems.
Why Help to Grow: Management Changed the Direction of the Business
Following the growth generated after Dragons’ Den, Lisa completed the government-funded Help to Grow: Management Course at Cardiff Business School.
The programme helped reshape the strategic direction of the business.
One conversation during the course led Lisa to rethink the product architecture entirely.
Rather than operating solely with a mid-range dispenser offering, the business began developing:
- entry-point discovery products
- sample and travel formats
- premium product tiers
- broader use-case expansion
This led to the launch of SNOAP discovery and sample packs ahead of Christmas 2025, which performed strongly and helped open the category to new audiences.
A premium product iteration is now in development as the company continues expanding its refillable washing ecosystem.
As Lisa explains:
“The Den gave me reach, but Help to Grow: Management gave me a different lens to look at my business through.”
That distinction matters.
Visibility creates awareness.
But sustainable long-term growth comes from understanding:
- positioning
- customer architecture
- behavioural barriers
- accessibility
- and category design.
Why Refillable Washing Systems Are Growing
For years, sustainability products often required compromise.
People were expected to trade convenience, aesthetics, or performance for environmental benefit.
That is changing.
Consumers increasingly want systems that:
- reduce waste
- simplify routines
- look premium
- save money
- and work seamlessly in everyday life
The rise of refillable systems across multiple sectors reflects this wider behavioural shift.
And in washing specifically, the opportunity is significant.
Most liquid hand wash, shampoo, and body wash products continue to rely on:
- high water content
- heavy transport emissions
- repeated plastic purchasing
- and detergent-heavy formulations
Refillable solid systems dramatically reduce packaging and transport requirements while offering longer-lasting product performance.
This is one of the reasons SNOAP has continued to gain traction across:
- homes
- hospitality
- education
- offices
- and commercial washrooms.
A Milestone That Represents Something Bigger
For Lisa, the 10-tonne milestone represents more than business growth.
It reflects proof that behaviour change is possible.
“The bigger we get, the more bottles we stop — that’s always been the goal.”
That philosophy continues to sit at the centre of SNOAP’s growth.
Not simply creating another product.
But helping reshape how people think about washing entirely.
Quick Answers
What is SNOAP?
SNOAP is a refillable washing system that grates solid soap bars into a fine powder inside a reusable dispenser, replacing traditional liquid hand wash bottles.
How many bottles does SNOAP replace?
Each SNOAP refill replaces up to 20 single-use plastic bottles, with every bar providing approximately 1,000 hand washes.
Who invested in SNOAP on Dragons’ Den?
SNOAP secured investment from Deborah Meaden and Peter Jones after all five Dragons fought to invest.
How much plastic has SNOAP prevented?
SNOAP has now prevented more than 10 tonnes of single-use plastic waste, equivalent to around 900,000 bottles.
Why are refillable washing systems becoming popular?
Consumers are increasingly seeking lower-waste, lower-carbon, refillable systems that combine sustainability, convenience, and cost savings.
About SNOAP
SNOAP is a Welsh refillable washing brand designed to reduce single-use plastic waste without compromising convenience, aesthetics, or performance.
The SNOAP Refillable Soap Dispenser System combines the familiarity of a dispenser with the benefits of solid bars, helping homes and businesses transition away from disposable liquid products.
Explore:
- SNOAP Refillable Soap Dispenser System: https://snoap.com/collections/dispensers
- Soap Bars: https://snoap.com/collections/soaps
- Shampoo & Conditioner Bars: https://snoap.com/collections/shampoo-conditioner-bars
EXTERNAL SOURCE
Small Business Charter feature:
https://smallbusinesscharter.org/news-and-insights/news/dragons-den-backed-soap-innovator-hits-10-tonne-plastic-milestone-as-she-expands-range
