These 5 startups will improve your bathrooms

Posted on Nov 18, 2022 at 12:00 amUpdated Nov 23, 2022 11:50 am

Boku and its Japanese alternative to PQ

No more toilet paper? For William Montagu, 23, it’s obvious. This Parisian designer trained at the Ecole Nationale Supérieure des Arts Appliqués et des Métiers d’Art (ENSAAMA) has created Boku, an easy-to-assemble toilet kit to clean your buttocks “but not only” thanks to a double pressure and adjustable water jet. More discreet than grandma’s old bidet, much cheaper than a Japanese toilet and much more environmentally friendly: “it is thus possible to reduce your PQ consumption by 80% and save 17,088 liters of water per year”, guarantees the start. Why so much water saved? Because it takes up to 178 liters of water to make just one roll of toilet paper.

This one “mini back spa” sent the Ulule platform into a panic during the launch of its humorous crowdfunding campaign in mid-December 2021.

“We expected a few hundred pre-orders. 45 days later, we reached almost 4,000”, applauds its founder. The concept was so successful that it became the most funded project in the Health and Wellness category since Ulule’s inception.

If the sprout has the ambition to care “your ass” and its wallet (count 127 euros per kit), also confirms its eco-responsible commitment. For each bidet sold, a tree will be planted in partnership with Reforest’Action, “to offset CO2 emissions related to product delivery” Made in China.

Since its release in April 2022, Boku has sold over 12,000 units. The start-up will launch two new products on Black Friday: a portable version of its bidet “small and discreet to use in the office, with friends, family, on vacation or on the go” announces its founder, and natural bamboo fiber towels to replace toilet paper.

Biom and its wear-resistant toilet brush

Initially, a rather unlikely idea: to reinvent the toilet brush, that banal, ugly and messy accessory produced in Asia, to make it a stylish, hygienic, durable, ecological and French object.

Bet held for Sandra Legel. This Dutch native, Paris-Dauphine University graduate and former Packard Bell European Purchasing Manager, has been selling “bbb La Brosse” (Best Broom Brush) since 2018. dripping, is produced in the Oise from plastics and recycled waste: beetroot, seaweed, scallops… And since this year, food bricks recovered from Tetra Pak.

“We’ve sold over 100,000 brushes since it launched four years ago. It is indestructible and yet more than 20% of our customers place repeat orders, often for those around them.” underlines with pride the founder and CEO of Biom Paris (Innovative Business Open to the World).

Sold online at 39.99 euros, the brush can also be found on the shelves of major retailers (BHV, Leroy Merlin), in boutiques (Welcome Bio Bazar, Bazar Avenue) and is modernizing hotel bathrooms (Pullman Bercy, La Réserve), campsites, restaurants…

Incubated in its early days at Willa (formerly Paris Pionnières) and after raising funds for a total amount of 250,000 euros, the start-up has since expanded its offer: toilet seats and seats to match the brush, soap dishes and coded cups QR. It has just joined the Iterra accelerator in Compiègne to “actively participate in French reindustrialization and highlight the know-how of the Hauts-de-France” enthuses the young entrepreneur in her fifties.

Well Care and your footrests for better relief

Squatting down instead of sitting on the toilet would be, according to the medical world, the most appropriate posture to stimulate transit, avoid constipation, hemorrhoids and weakening of the perineum. The French still need to change their habits…

Florent Porcheron has taken up the challenge since 2019, when he won a bronze medal at the Lépine competition with his retractable step under the bowl. Driven by this notoriety, this Essec, former strategy consultant for Mars & Co, launched the Well Care Company online store dedicated to physiological stools, sold between 15 and 40 euros, depending on the model.

Well maintained

“These benches are fully manufactured, assembled and prepared in France, from sustainable materials such as recycled plastic or wood from sustainably managed forests in Morvan and Jura”, says the founder. The factories are located in Vendée, Sarthe, North and Haute-Savoie. Finishing and packaging are carried out at an ESAT (workshop for people with disabilities) in Thonon-les-Bains.

After doubling his turnover between 2021 and 2022, the 30-year-old player aims to “the millions of euros of annual sales in the short term” most of which are made on Amazon. “We also have our own e-shops in several European countries and we are present in marketplaces such as Leroy Merlin”, he adds. Your goals? Strengthen the development of its DNVB (digital native vertical brands) in Europe (more than half of sales today), before conquering the largest market in the sector, the United States.

Trone and its sophisticated bathrooms

This French brand was launched three years ago “wants to create desire with an object that has never aroused desire”, sums up its creator Hugo Volpei. After raising funds of two million euros at the end of 2020, this young HEC of Corsican origin surrounded himself with French designers, engineers and artisans to “make the intimate sublime”🇧🇷 The result: colorful and refined bathrooms with ceramic basins enameled in Desvres, seats in ash wood from ecologically responsible forests and decorated in Arras, transparent water tanks in acrylic glass made in Paris. Their price? From 800 euros to 2,500 euros, depending on the model.

Trone (no circumflex accent) equips the Big Mamma group – the start-up’s first customer -, Cédric Grolet’s pastry shop, restaurants such as Le Mirazur by Mauro Colagreco, Bonnie by Paris Society or La Scène by Stéphanie Le Quellec . The general public loves it. Guaranteed wow effect on Instagram!


Today, the brand reaches four million euros in turnover, 22% of which abroad, mainly in Europe. 🇧🇷 Our turnover has multiplied by 2.6 per year in the last three years”, points to the early thirties. In the future, Trone intends to increase its international footprint, launch two new models and open a first store in late 2023/early 2024.

MadamePee and its mobile urinals for women and men

Access to public restrooms can turn into a real obstacle course or endless queues for women, especially at events. “A difference that is often normalized and explained by the fact that women cannot urinate standing up. But really, it’s the absence of urinals that makes the difference on both sides of the queue.”points out madamePee, created in 2018 by Nathalie des Isnards, former Nokia HRD.

To combat this inequality, the start-up has been selling female urinals for three years “no contact, no water, no splash and just dedicated to urinating”🇧🇷 Made in Brittany, this innovation makes it possible to divide queue times by six, guarantees Madame Pee. To be fair, it also offers a male version: the misterPee urinal. “Our vision is that there should be a female urinal for every male urinal installed”🇧🇷

Half a thousand urinals have already been sold in France, Belgium, Spain, Portugal, Great Britain, Switzerland, Ivory Coast. The red and black booths equip many events: Solidays, HellFest, Lollapalooza, Barcelona Beach Festival, Paris Marathon, Stade de France…

And as the need is also felt in the cities, Madame Pee sets out to conquer them. Its urbanPee range, fixed and mobile with anti-vandal formwork and powered by solar panels, is located in Paris, Tours, La Rochelle, Rennes, Geneva, etc. “Toilet facilities are a question of image. For passers-by, residents, shopkeepers and also tourists”, insists Nathalie des Isnards who hopes to continue to “revolutionizing toilets in public spaces”🇧🇷

Madam Pee

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