About us

Poof exists because cleaning has become too much work for too little effect.

Under every kitchen sink in the Netherlands sits the same collection: glass cleaner, limescale remover, all-purpose cleaner, degreaser, bathroom spray. Five bottles, six different scents, seven instructions. Plus the paper roll, the microfibre, the scouring pad, the scrubber. Money and plastic in a cupboard, for the idea that you've got everything. We wanted less. Not as a principle. As practice.

The starting point

Microfibre isn't a new idea. It's been used for years by cleaning services, hotels and car detailers. But for consumers microfibre is hidden in a corner at the discount shop or department store, next to the loose cloths. Nobody explains why it works or why it's better. We wanted to do something about that.

A good microfibre cloth captures dirt mechanically. The fibres are split into thousands of micro-hooks that grip and hold water, dust and limescale. No cleaning product needed. No residue. No lingering scents. Just a cloth, a drop of water, and the work that would otherwise require a spray.

The Poof approach

We make one thing well instead of many things middling. Our cloths are woven heavier than what you'll find in a supermarket. They're designed for 200 wash cycles at 60 degrees without losing shape. One cloth replaces years of paper rolls and disposable wipes.

The products are deliberately simple. A microfibre cloth for general cleaning work. A glass cloth with diamond-waffle weave for windows and mirrors. A limescale cloth with a slightly firmer structure for the bathroom. Three cloths that together replace 90 per cent of what you do. The other 10 per cent (oven, floor, car interior) comes later.

No cleaning-brand talk

We call it Poof because that's the sound dirt makes as it disappears. Not "Sparkle Pro Power Plus." No claims about "deep cleaning" or "antibacterial" unless that means something concrete. We want you to understand what you're buying and why it works.

For those who don't like it: 30 days money back, no fuss, even if you've used it. For those who do like it: tell your friends, that's the marketing budget we're not spending.

What now?

We're new, so the catalogue is small. Microfibre cloths for the basic jobs, plus expansion into bathroom aids (shower squeegee, grout brush, limescale filter) once we're satisfied with suppliers. We only show products once we've tested them ourselves for 30 days with our own worktops and mirrors.

This isn't an adventure brand and not a lifestyle brand. It's a dropshipping startup trying to make something functionally good in a category where almost nobody does good work. Welcome.