What started as a small idea has grown into a Swiss brand with cult status – uncompromisingly sustainable and unmistakable. Even the legendary New York department store Bergdorf Goodman was impressed: “You make the best soap in the world. Can we have it?” But Soeder has long since become about more than just washing hands – it’s about transforming everyday rituals into sensory experiences. Anyone who thinks that’s an exaggeration has likely never, quite literally, come into contact with the products. That’s exactly how Soeder became known: “Many discovered us through restaurants or clubs – when they washed their hands and wondered what that was…,” says Johan Olzon, who founded the company together with Hanna.

During a visit to the Zurich factory, he shares his convictions, reveals more about the latest product innovation, and explains why Soeder stands for much more than just soap.

 

From North to South
The name “Soeder” has its roots in Sweden. “Hanna and I originally came from Sweden to Switzerland,” Johan explains. “‘Soeder’ means ‘south’ in Swedish. We were particularly inspired by the southern part of Stockholm: Södermalm. With its minimalist design and sustainable mindset, we felt a strong connection to this area. ‘Soeder’ was initially just a working title – but in the end, both the name and the philosophy stayed.”

 

Where success stories begin: In a garage
It all started in 2013, in a small garage at Bucheggplatz in the heart of Zurich. At the time, Hanna and Johan noticed a shift toward sustainability in many areas – food, coffee, bread, clothing. But in cosmetics? Hardly any progress, and very little transparency. Especially for everyday products like soap, sustainable options were almost nonexistent. “I realized: if I see something that isn’t sustainable, I have to try to change it,” Johan recalls. But it took two years before the now-famous soap came into being. What few people know: the very first product was a shoe polish. Then came a lip balm. Only later did it become clear what they truly wanted to focus on: soap. A milestone born out of necessity, not a business plan.

 

Today, the iconic brown glass bottles are almost synonymous with Soeder. Johan admits they are constantly debating whether and how the design could evolve: “We think in terms of evolution – design should unfold, but always stay true to our values.”

 

Not just accepting the status quo
So what defines Soeder? At its core: the principle of never simply accepting what already exists. Their goal was to redesign every formula from scratch – 100% natural, without compromise. Johan and his team live by the belief that you should only put on your body what you’d also put into it. That’s why the ingredients in their soaps, lotions & co. are of such high quality that, in theory, you could eat them. Today, this idea even appears with a wink on their lip balm packaging.

Johan emphasizes: “For us it’s not 99%, not 97%, but 100%. That’s anything but easy – and still rare. Many products claim to be natural, but they’re not fully.” He adds that today they “have influence over the entire supply chain” and “can be part of the decision-making with farmers and raw material producers.” In the early days, they had to take whatever was available. “But now we drive innovation. Sustainability is a constant process – we’re never ‘done.’ We’re ready to help shape the industry.”

 

For the popular soap, this means: no palm oils, no synthetic surfactants. “Our soap is real soap – something that’s rare these days.” Many so-called soaps are actually made from synthetic cleansing agents. Soeder, on the other hand, relies on traditional saponification – using cold-pressed oils and honey. 100% natural ingredients are used across all formulas and products. This also gives the soaps their distinctive texture: they are much more fluid and oily than the thick, viscous conventional soaps. For some, this consistency may feel unusual at first; for others, it’s proof of the product’s purity, complemented by a pleasant skin feel.

 

Developing Soeder’s unmistakable scents is akin to the work of an oenologist in a wine cellar: distillates from around the world – such as lavender from Provence or Italy, depending on the season and origin – are carefully analyzed and blended by a team consisting of a fragrance expert and a chemical engineer. Only essential oils are used – highly concentrated plant extracts obtained through distillation or cold pressing.

 

“More than just soap” – Beyond soap
Soeder has long since evolved beyond classic soap. Today, the range includes not only soap but also lotion, shampoo, conditioner, hand sanitizer, face cream, body and massage oils, deodorant, and shower gel. New product lines are already in the works for the future – for example, perfumes, home fragrances, and even a home-care line.

 

“More than just soap” is meant in a figurative sense as well: “We want to show that natural products can do much more. Often, people say natural products don’t work as well. Our goal is to combine both – effectiveness and sustainability,” says Johan.

 

For Soeder, maximum transparency is inseparable from sustainability: “Sustainability starts with transparency. When you’re open, you can see for yourself what isn’t good enough – and your customers will rightly challenge you.”

 

Thinking from the goal
A prime example of their innovative approach is Soeder’s latest product: a sunscreen with SPF 50+ that, unlike other mineral sunscreens, relies on only one mineral filter instead of two. “It was extremely difficult to develop a natural sunscreen that protects, spreads easily, and doesn’t leave a completely white residue on the skin,” explains Johan. Thanks to the included Karanja nut, the cream remains more transparent, absorbs quickly, and spreads beautifully. “We did it – and it’s 100% natural.”

 

A clean collaboration
The partnership with SWISS began in 2018 with a small inquiry, but quickly grew into a major project. At the time, Soeder was producing around 200 products a day – then suddenly SWISS needed a million per year. “We had nine months for production and, despite many challenges and obstacles, we said ‘yes,’” Johan recalls with a laugh.

The first collaboration, a face cream in small brown tubes for Business Class guests, was just the beginning. This year, the partnership culminated in the new long-haul experience, SWISS Senses, with an exclusively co-developed fragrance: Alpine Valley. It captures the essence of the Swiss Alps – a blend of aromatic larch, the fresh breeze of crisp alpine air, enlivened by a citrus note and subtle herbal nuances. In various travel classes, guests can experience the scent in hand soap, hand cream, and face spray – and in the SWISS Lounges, even as a face cream.

 

One ton of product, just a few grams of waste: the “Refillution”
Another well-known hallmark of Soeder is the refill principle. While common for many products today, “when we founded the company, there were hardly any direct refill processes. Introducing the refill concept here as one of the first felt like a paradigm shift.” Today, empty bottles can be refilled at over 90 stations across Switzerland. “Because the refill concept is part of our DNA, it was important for us that SWISS adopted it as well,” says Johan.

 

This means that when Soeder dispensers on board SWISS run empty, they aren’t simply replaced – they’re refilled. Large quantities of soap and lotion are delivered from the production site directly to Zurich Airport in a big container made from recycled ocean plastic. What may sound unspectacular is actually a sustainability first in the airline industry. Together, a well-thought-out refill system was developed: “Instead of mini bottles generating high waste, we focus on refillability – one ton of product, just a few grams of waste.”

 

Uncompromising naturalness, Swiss quality standards, minimalist aesthetics, and a constant drive for innovation – combined with the expertise to make a product that has often been diluted truly unique and authentic today: our partnership brings these values into the air and to travelers around the world. This makes us proud of this collaboration.