Easy and fun cleaning!

Dilute® is a brand developed by the Finnish company EkoEkoShop Trading Oy Ltd, created to make cleaning simpler and more sustainable – without excess plastic, weight, or confusion. Our products are concentrate pouches designed in Finland that are mixed with cold water to become ready-to-use cleaning solutions. They’re made to make everyday life easier, both at home and in professional use.

Our products combine practicality, eco-friendliness, and lighter logistics – without compromising cleaning performance. All our products are always plastic-free, vegan, and cruelty-free. Dilute® makes cleaning easy and fun – bringing joy to both your home and your mood!

Our story

It all started with everyday practical life – years of experience alongside cleaning industry entrepreneurs and consumers. Over more than 15 years of working with cleaning companies, we kept hearing the same frustrated sighs:

“Measuring the right dose always goes wrong.”
“There’s just too much stuff, and nowhere to put it.”
“Why are the cupboards filled with bottles marked with hazard symbols?”
“Isn’t there anything that’s truly ecological – and actually works?”

Entrepreneurs struggled with storage space and unclear dosing. Consumers wondered why even so-called “eco” products contained plastic, harmful chemicals, and hazard symbols – and why they didn’t always work. Even products with eco-labels seemed expensive but didn’t guarantee true environmental friendliness all the way through.

These observations – or, to be honest, complaints – woke us up. We began to wonder: could there be another way? Could cleaning truly be ecological, safe, effective, and even pleasing to the eye?

That’s how Dilute® began – a Finnish family business determined to reinvent cleaning products. Products that don’t burden the environment or the user. Products that fit in a small space but make a big impact. Our products are the answer to the real everyday challenges we’ve seen and heard ourselves – and which we set out to solve so that cleaning could finally feel like the right choice.

As a family business, we take pride in Finnish expertise and value honesty and transparency in everything we do. This is reflected in our products: we use biodegradable AND biological ingredients, avoid single-use plastics, and constantly develop innovative solutions to support a more responsible daily life.

Using our products isn’t just a purchase – it’s a new way to approach everyday life, a bold step toward a more innovative and sustainable future. Join the Dilute® family and experience how Dilute® can make your life better!

Get to know our team
Desinged in Finland
100% vegan
Cruelty-free
Plastic-free

Why do we do this?

The majority of cleaning products on the market contain ingredients that are not good for people or the environment. Products we use daily in our homes, workplaces, or on our skin can contain chemicals that irritate the skin, burden the body – and ultimately end up in Finland’s waterways and soil, causing long-term harm.

We want a different future.

Our mission is to make sustainable choices easily accessible – for both businesses and individuals. We offer genuinely natural, effective, and safe products that truly work and make cleaning a more responsible act. All ingredients are clearly and transparently listed, so you know exactly what you're using – with no hidden chemicals or misleading terminology.

Read more about our mission

The people behind Dilute

  • Max

    “If everyday products look good, people are happy to use them.”

    Max is the one who questions old ways and boldly develops new ideas. He wants to create products that don’t get hidden away in the cupboard, but are proudly displayed. Max brings freshness, a keen visual eye, and practical sense to Dilute, making cleaning feel less like a chore and more like a small act of happiness.

  • Minna

    “I want cleaning to feel like a good choice—for yourself and for the environment.”

    Minna has years of experience in promoting sustainable solutions and working with customers. She has listened to entrepreneurs, parents, and everyday households—the people who actually use the products. Minna brings heart to Dilute: the assurance that daily life becomes easier for the customer, and that every product is truly safe and effective.

  • Mick

    “Trust is built on actions—and we do what we promise.”

    Mick is the calm force behind the team. He knows that long-lasting customer relationships are built on small details and on the user’s genuine trust in the product. Mick brings a human touch and care to Dilute—so that everyone who connects with us feels they are in good hands.

Sustainability

Sustainability is at the core of our operations. We use biodegradable ingredients, avoid single-use plastics, and support environmental protection initiatives to make a positive impact on the planet.

Learn more about our sustainability

Our products

Dilute's product range includes three carefully designed cleaning solutions: an all-purpose cleaner, a bathroom cleaner, and a kitchen cleaner. More products coming soon! Stay tuned for updates.

Explore our products

Innovation and Technology

Our biotechnology-based product development ensures that every new product is designed to be effective, safe, and environmentally friendly. This innovative approach not only improves cleaning results, but also demonstrates our company’s commitment to sustainable development and responsibility—values that today’s customers greatly appreciate.

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We know that the world is changing rapidly, and we want to be part of shaping that change. That’s why we are constantly developing new ways to help you live more responsibly and comfortably. Whether it’s new products, recycling ideas, or inspiring content, we’re with you on your journey.

Ostoksille