Plastic free and eco-friendly products, a gift to our environment

Meet Qualooba Wholesale

Team Qualooba Wholesale

How it all started...

In the summer of 2020, on a warm evening during our holiday, the Ruiter family sat around the table and the conversation turned to the environment and what we could improve there as individuals. We hear all the stories and news about our plastic consumption and the plastic we see in nature. Think of the plastic soup in the oceans and microplastics we are finding everywhere, even in the entire food chain. While talking we realized that we had eaten microplastics, again... That made us feel uncomfortable. The question that came up was what we could do here as individuals and as a family. We cannot solve the big problems, but we can certainly make a contribution at home! This is how Emma and François started Qualooba.

Also in 2020, Marieke started her own webshop with home-made eco-friendly soap. For years she had suffered from tight and dry skin after showering, which inspired her  to make  her own traditional soap. This soap is much better for your skin, but also for the environment, because this soap does not contain ingredients that are bad for the environment. In addition, you no longer have plastic bottles in your bathroom. A sustainable alternative that also made Marieke's skin happy. This is how the company Puur Zeep Natuurlijk was born.

Puur Zeep Natuurlijk and Qualooba were accidentally introduced to each other in 2021 by a mutual friend. Emma and François decided to start selling Marieke's products. This resulted in  a fruitful collaboration and happy and satisfied customers.

The collaboration became increasingly intensive, which in 2023 led to the idea to join forces and make optimal use of each other's talents. This has resulted in a new company, Qualooba Wholesale. This is a wholesaler that produces and purchases environmentally friendly products and sells them to retailers and the hospitality industry. In this way we try to sell our products in more places and thus have an even greater impact on the environment.

Our vision

Our vision

Our vision, our big goal, is to create a 100% plastic-free and sustainable lifestyle at your home, at ours, and in the hospitality industry!

Now you might think: 'why then at everyone's individual house?' We are convinced that if we start at home in our own household, we can have a lot of impact. We all have activities at home that you perform every day, maybe even several times a day, like brushing your teeth. If you manage to make those activities plastic-free and more sustainable, you will have an impact every single day. You will produce less waste on a daily basis that contains a lot of (micro) plastics.

The same goes for the hospitality sector. It's a large sector where a lot of plastics are being used. Let's start reducing plastic waste there as well.

And in this way we all help to reduce the amount of waste, together we ensure that much less (micro) plastics end up in the environment. Simply put: we don't have to clean up the waste we don't produce!

Our mission and passion

Our mission

Our mission is short, but powerful: Eco-friendly living made easy!

It often seems more complicated than it is, this sustainable and environmentally friendly living. When we, team Qualooba Wholesale, look at ourselves, we often didn't know where to start, we only saw difficulties, we thought it would probably be very expensive or we just didn't dare to change. But it still gnawed, we still wanted to do something.

And so we went out on a limb and got to work. We are still finding out more and see that it is not difficult at all! That it is even according to the latest trends and that you can actually save money in the process.
We want to take you along in our quest and share our experiences with everyone, so that more and more people will come to the same conclusion: sustainable and green living is actually very simple.

We have noticed that it is possible! Our mission has become our passion. Are you joining us?

Our core values

Our core values

Our most important core values, which describe what we stand for, are:

  • Reliability. We are honest, open and transparent about our products.
  • Quality. We do not compromise on our products. We have tested the products we sell ourselves, they are of good quality.
  • Sustainability. We want to make the world a bit better and cleaner.
  • Passion. We have a passion for sustainability and entrepreneurship. We stand for what we do.
  • Responsibility. We feel responsible for the environment and take up that responsibility. If we don't do it, who will?

Our wholesale team

Emma Ruiter


Owner and founder, sales, marketing and social media

Marieke Slaghuis


Owner and founder, research & product development

François Ruiter


Owner and founder, sales and (technical) support