OUR STORY
Founded in 2021, Amplify Goods began when Camilla Marcus-Dew and Pasha Coupet Michaelsen met on the On Purpose Leadership Programme. They were united by a shared vision: to reimagine business as a force for good – business 2.0.
Amplify Goods is a 100% diverse, women-owned and led UK Social Enterprise, certified by WeConnect, OutBritain and SEUK.
With a clear purpose at its core, Amplify Goods exists to create suds and scents that support a circular economy and open doors for those often excluded from work opportunities. Alongside our team and partners, we’re building a new kind of business – one that’s made for impact. We are softening our footprint on the planet and strengthening our handprint within communities.
The business is growing in scale and impact. Through national distribution partners, you can find Amplify Goods in bathrooms and offices across the UK and Ireland. Through partnerships with social enterprises, our products are available for corporate gifting, events and hampers. Retail coming soon...
Our vision is that every sud and scent product circulating in the UK is like us – designed for impact and packed with purpose – so that no brands can be described as being ‘all foam and no action’.
OUR MISSION
At Amplify Goods, our mission is to redefine everyday essentials for our collective future. We create suds and scents that minimise harm to the planet and maximise social impact – all through a Refill-First, circular-enabled model that encourages reuse.
Our products are made with low-waste, low-carbon materials, naturally-derived ingredients and are packed by people facing barriers to work – including homelessness and disability.
By prioritising purpose, we’re building a better way to do business – one that puts impact at the centre of every decision.
OUR TEAM
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Camilla has been a leader in the social enterprise sector for over a decade, working to connects purpose-driven people and ideas to create meaningful change across our economy.
An On Purpose Fellow (2015) and IEMA Sustainability Practitioner (since 2020), Camilla has been recognised with multiple awards, including Everywoman (2018), Female Frontier (2020), and WISE 100 Winner (2023). Previously, Camilla co-founded ethical brands The Soap Co (2015) and BECỌ (2018), pioneering eco-innovations in the luxury sector to keep jobs of dozens of disabled people in work.
They are passionate about circularity, redesigning and redefining waste, the just transition, strengthening communities and championing systems to reduce inequality – driving urgent progress towards a better future for people and the planet.
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Fran joined Amplify Goods in 2024 to help with book-keeping and couldn't help but get more involved, she now supports both finance and operations.
Having supported various independent organizations with their general running and finance she is relishing being involved with reimagining business as a force for good.
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Pasha has worked across the charitable and social impact sector since 2014, with broad experience in issues from charitable legal structures, social investment and UN development goals, to migration and asylum, education, social mobility and all the intersections between! Prior to becoming an On Purpose Fellow (2015), Pasha worked as a banking and finance solicitor for a magic circle firm.
She is currently vice-chair of IntoUniversity, an organisation that provides local learning centres across the UK where young people are inspired to achieve.
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Pavlina has a background in international law and experience across grant-making, fundraising, housing policy, climate policy, philanthropic investment strategy, and launching consumer technology start-ups. She is passionate about building technology and movements to improve social and environmental outcomes.
In addition to her work with Amplify Goods, she is working with several organisations accelerating the renewable energy transition through strategic communication and campaign initiatives globally.
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Kirsty joined Amplify Goods through the On Purpose London Associate Programme after a career as an environmental scientist in weather and climate research.
She is driven by the belief that social and environmental impact should guide our everyday choices, making it easy for businesses and individuals to choose products and solutions that put people and planet first.
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Vicki’s worked in marketing communications for over 20 years, working her way from graphic design to senior in-house marketing roles. She recently went freelance in order to pursue the kind of work that really gets her out of bed in the morning – projects that pique her interest, play to her strengths and mirror her values.
Amplify Goods embodies all of those things and she gets stuck in wherever she can to support their mission.
PACKING TEAM
Mariusz, Vinu, Jentilal, Florin, Taylor, Maxwell, Garcia, Sandor, Bishal, Princess, Mohommed, Porfirio, Jay, Afshan, Abi, Margo, Roza, Sareet, Sahara, Sam, Letitia, Kamala, Scarlett, Richard, Ozzie and many more coming…
MEET MARIUSZ...
Mariusz was living under Walthamstow Train Station when he joined us for our first major pack day at the Crisis Warehouse in September 2024. Since then, he’s shown incredible commitment – and in January, he became our first PAYE employee on contracted hours. Since then, he’s moved off the streets and into a hostel.
Our aim is to keep being a stepping stone for Mariusz as he works toward full-time employment in a local warehouse. He’s reliable, hardworking, and a natural team leader who’s steadily getting back on his feet.
FRIENDS AND COLLABORATORS
Amplify Goods wouldn’t be where it is today without the support, belief and brilliance of many people and organisations who have walked alongside us on this journey. We’re grateful to the individuals and teams who have generously offered their time, energy, and expertise.
Thank you to our collaborators at Forpeople, Kennedys, ReLondon, The Big Issue, Eastside People, On Purpose, Crisis, UX Etc, Amey and Hays, Reach Fund, and PowerUp London. Your guidance and partnership have been instrumental in shaping our model and scaling our impact.
To our past team members – Natalie, Arabella, Aimee, Tayo, Laura, Charlotte and Dee – each of you has left an indelible mark on our story. We’re proud to be part of a growing community of changemakers making business work for people and planet.
AWARDS AND CERTIFICATIONS
We’re proud to be recognised for doing business differently.
As a certified social enterprise and purpose-led brand, our work has been validated by industry leaders who share our belief that products should work for people and planet. These awards and certifications reflect our commitment to social and environmental impact, ethical business practices, and building an economy that leaves no one behind.
