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Natulim: The $11.6M Disruptor in Cleaning
How a travel-and-tourism labeled company built a cleaning empire with 218K monthly visitors
Natulim claims to be in travel and tourism, but their real business is selling cleaning products to 218,378 monthly visitors. This is the story of how they're disrupting the $100B home care industry with a single product: detergent strips.
"They're not selling travel—they're selling the future of cleaning, one dissolvable strip at a time."
The Traffic Anomaly
Natulim's traffic distribution is fascinating: 50% direct traffic and 43% organic search. This isn't a startup finding its audience—this is a brand with serious repeat customers. When half your traffic comes directly to your domain, you've built something sticky. Their top keyword? 'natulim' with 14,150 monthly searches—people aren't discovering them, they're seeking them out.
The SEO Strategy That Works
While competitors fight for 'detergent,' Natulim owns problem-specific searches: 'eliminar manchas de tinta de boligrafo en ropa' (200 searches/month) and 'como quitar manchas de sangre en la ropa' (170 searches/month). They're not selling products—they're selling solutions to embarrassing problems. This is textbook category creation: own the problem, own the customer.
The company's tech stack reveals a modern, performance-focused approach. They use Vite for blazing-fast builds, PWA capabilities for app-like experiences, and Tailwind CSS for rapid UI development. This isn't a legacy e-commerce platform—it's a tech-first company that happens to sell cleaning products. The inclusion of D3.js suggests sophisticated data visualization, likely for customer analytics or A/B testing.
- Product-led growth: One hero product (detergent strips) simplifies the entire offering
- Problem-first SEO: Targets specific stain removal searches, not generic product terms
- Direct traffic dominance: 50% direct suggests strong brand recall and repeat purchases
- Trustpilot legitimacy: 1,139 reviews at 3.2/5 shows real customer engagement (not perfect, but real)
The Travel-and-Tourism Classification is the Real Story
Natulim's $11.6M revenue and 218K monthly visits from a single product line prove that category mislabeling in data doesn't matter when you're building real value. They're not in travel—they're in the business of making laundry less painful, one dissolvable strip at a time.
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5 keywordsHow is Natulim's SEO?
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http://natulim.com/cdn/shop/files/download_1_023bdf6b-1f81-4be9-b763-3e302e825dcc.webp?v=1738672036
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Natulim
En Natulim ofrecemos productos de limpieza eficaces, prácticos y sin residuos para el cuidado de tu hogar. Nuestro producto estrella es un detergente concentrado en tiras que se deshace en la lavadora.
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Reviews (20)
Speedy response to a problem
My subscription delivery was lost by the postal service during the holiday period, but within 2 days of my mentioning this to Natulim they had sent me a replacement.
Fantastic customer service and a great…
Fantastic customer service and a great product. It leaves the clothes clean and smelling lovely. I use 2 sheets as I live in a hard water area and have an 8kilo machine. Plus, it feels good not to throw out so much plastic!
The best
All service and product are perfect.
Thank you so much for your kind words! We're thrilled to hear that you're happy with our service and products.
I have used the laundry strips for…my laundy
I have used the laundry strips for several months now and I think thye are great. I think my clothes are cleaner, and I love the environmental aspects of the product, my husband is concerned that one (half) sheet doesnt produce a lot of suds, I keep telling him that suds are not neccesarily a sign of cleaning well. He wants to use 2 (half) sheets per load, when I have had to contact customer service, I always get a rapid reply and my issues are delat with. I highly reccomend this product!
Great experience
Great costumer care.
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About natulim.com
En Natulim ofrecemos productos de limpieza eficaces, prácticos y sin residuos para el cuidado de tu hogar. Nuestro producto estrella es un detergente concentrado en tiras que se deshace en la lavadora.
Company Overview
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Technology Stack
natulim.com uses 33 technologies across their website including imgix, Vimeo, Font Awesome, Adobe Fonts, and more.
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imgix
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Vimeo
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Font Awesome, Adobe Fonts, Google Fonts
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hCaptcha, HSTS, reCAPTCHA
Error Tracking
Sentry
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jsDelivr
Traffic & Audience
natulim.com receives approximately 218.4K monthly visitors and ranks #165,781 globally. The website has a bounce rate of 43% with visitors viewing an average of 3.8 pages per visit. Users spend an average of 2:41 on the site.
The majority of natulim.com's traffic comes from undefined, undefined, .
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