Coco Business Inspiration : Basic Beauty Tools

Spongedry is the brainchild of Chantal de Greef, founder and #girlboss behind Basic Beauty Tools. She noticed a gap in the market and it was here that her business flourished. 

Her previous career was as a corporate lawyer but she now follows her true passion. Here, she chats to us at House of Coco and tells us more about the brand, her plans for the future and more…

When did you launch the brand and what was the reason behind it?
We launched Spongedry in February 2017. The idea to bring out a product like Spongedry really was born out of necessity, as I could not find anything on the market that did a proper job of drying and storing my make up sponge in between uses. I was looking for an elegantly designed item which holds the sponge nicely and makes sure it sits very safely and hygienically and is also very pleasant to look at. A lot of women often have only 10 minutes to get ready in the morning, I want these ten minutes to be a special experience when you come into your room to see everything nicely organised and your sponge sitting like a little jewel in its Spongedry, ready to go. It makes putting on your make up just that bit more special.

How many people are involved in the company and what are their roles?
There is me and I have team members helping me with design, production sales, finance and accounting.

If you could start over with the business, would you do anything differently?
It is still early days for our brand and company and I am sure there are lots of things that we need to do differently but these are all challenges that we need to learn from and move forward to get the brand where we want it to be.

What is the hardest challenge you have faced since you started the company?
Doing everything. From the design concept to thinking of the little details of the packaging to getting the products out there and then also doing the school run. It takes a lot of time management and commitment and believe in the product.

2017 is here, where do you plan on taking the brand?
We would like to see that our products are more accessible for consumers. I think Spongedry is a product that you need to see in real life. To see how lovely Spongedry is to dry and store your make up sponge.

To date, what has been the highlight since launching?
The amazing reaction of people to our products has been overwhelming. The support of beauty bloggers and YouTubers which are so enthusiastic has been fantastic.

Which city do you feel most at home in, London, Paris or New York?
London is my all-time favourite city

Three beauty products you can’t leave the house without?
Lipstick (at the moment I can’t stop wearing L’Oreal’s Color Riche Matte in Moka Chic nr 633), Mac blush in peaches and Bobbi Brown blotting papers.

Style means….?
Feeling comfortable and confident in the clothes that you wear. It’s also about knowing what to wear where when, which can be tricky at times.

Best thing about London to you?
The people! I have never seen a city where there are so many different cultures living together and the energy you get from seeing all these people with different backgrounds is just amazing. There are so many talented people in London, it’s like a hotspot for very creative souls to come together.

Statement shoe or statement bag?
Must be a statement shoe. I always take too many shoes with me when I travel. What can I say, a girl needs options.

If you had to, what piece of clothing from your wardrobe would you wear everyday?
Definitely dresses. They are so easy to wear and you can dress a dress up or down depending on where you’re going. If there is another piece of clothing I may mention that I can’t live without it must be a blazer. You can’t go wrong with a good blazer.

Best place for a coffee?
Must be tea for me and here in the UK they do know how to do cup of tea. Anywhere really.

Most memorable piece of advice given to you?
You can’t get anywhere without hard work. If you want something you have to do it yourself, nobody is going to do it for you.

Guilty pleasure?
Chocolate fudge cake.

If you could spent 24 hours in anywhere in the world, where would it be?
It would be on the beach in Burgh Haamstede, the Netherlands. I used to go there as a child when growing up in the Netherlands. I have travelled to lots of beaches abroad for holidays but nothing beats the Dutch beaches. They are much underrated as a holiday destination but so worth the visit.

In future, how do you plan on expanding the company?
We are planning to get our products more widely available and to expand our product range, as we have a few new and exciting beauty products in development, which we will bring out later this year.

Find out more…

Our websites: and


Twitter: @basicbeautytool

Instagram: basicbeautytools


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