Our names are Lotte and Michael, and Denwax is our family business
Denwax is our small family business, and there really aren’t more than the two of us. Our names are Lotte and Michael Sejr; we live in Herning, and we’ve been running Denwax together since 2014. We mix the products ourselves, weigh out the ingredients, and pack the orders, and we also man the booth ourselves when we’re at trade shows around the country.
It all started with a recipe we bought back in 2014
We had been using the product ourselves for a few years and really liked it, and when the manufacturer at the time decided to stop production, we bought the recipe from him. Since then, we’ve substituted ingredients and adjusted the quantities until it was no longer his recipe, but our very own natural product.
In the beginning, production took place out in the garden shed, while Lotte ran her hair salon from home. When the children moved out, we didn’t get a guest room, but we did get space for more raw materials and more boxes to ship out, and eventually Denwax took up almost the entire house.
So we were on *Løvens Hule*, and after that, things really took off
In late February 2024, we appeared on *Løvens Hule* on DR1. We didn’t walk away with an investment, but one of the “lions” called the product a little miracle cure, and the viewers apparently agreed. The online store crashed three times that same evening, and while we’d had 16 orders in the entire month of February the previous year, that number jumped to about 1,800 in March 2024.
Today, we’ve moved into 180-square-meter commercial space, and we both make our living from Denwax. Over time, more than 40,000 customers have purchased our products, and it still feels a bit surreal to write that.
We still weigh everything by hand
We make our products— Denwax Care, Denwax Clean, and Denwax Pink Stone—by hand, and the raw materials are weighed and measured manually. This way, we know exactly what’s in every single tub, and both our retailers and you at home get the same product every time. We source all our ingredients from Danish and European companies.
We rarely run sales, and our prices remain the same year-round. We’d rather create something that lasts. And because we manufacture our own products, we’ve commissioned an ESG report and calculated our carbon footprint so you can see where we stand.
See the 2025 carbon footprint report here
You can meet us at about 30 trade shows a year
We travel to castle fairs, lifestyle fairs, and Christmas fairs in Denmark, Sweden, and Germany, because it’s much easier to show our products than to explain them. Please stop by and say hello.
If you have any questions, you’re always welcome to write to us.
Best regards from Lotte and Michael Sejr
