Mind the Trash is Portugal's first zero-waste online store, founded in 2017 in Lisbon, offering sustainable, organic, and plastic-free products for everyday life. It combines ethical retail with education and community awareness to make sustainable living simple and accessible across Portugal.
Founded in 2017 by Catarina Matos and Christian, Mind the Trash began as an Instagram account in London in 2016, sharing tips and alternatives for sustainable living. It officially launched as an online store on 5 July 2017 in Lisbon, becoming Portugal's first zero-waste online retailer and one of the most recognised in the country.
The store curates a wide range of eco-friendly, vegan, organic, and plastic-free products for everyday use, spanning personal care — such as solid shampoos, natural toothpaste, and menstrual cups — to household essentials like biodegradable bin bags, glass straws, and concentrated laundry detergents. Mind the Trash also produces its own Bio Mind The Trash line of solid shampoos tailored to different hair types.
A core principle of the business is trust: every product is personally tested by the team before being sold, ensuring that customers can shop with confidence. Operations reflect the same ethos — orders are shipped using reused packaging materials, and deliveries placed before 2 PM are dispatched the same day. Customer service is handled by real people, with no automated systems, fostering a genuine and supportive community relationship.
Beyond retail, Mind the Trash actively educates and raises awareness through its blog, covering topics from sustainable home maintenance to environmental education. The project has been recognised with the Best Online Store Award 2026 by Grande Consumo and is a widely cited reference in sustainable consumption in Portugal. It embodies the belief that small, everyday choices can have a profound impact on personal wellbeing and the health of the planet.
Our Goal
Mind the Trash aims to make sustainable, zero-waste living accessible to everyone in Portugal by offering a curated selection of eco-friendly, organic, vegan, and plastic-free products. It strives to educate and inspire consumers to make small, meaningful changes that benefit both personal wellbeing and the health of the planet.
Our Wishes
Mind the Trash welcomes partnerships with sustainable brands and producers, as well as community members who want to join the zero-waste movement and share the mission of conscious, plastic-free consumption.
