In Market
• Heritage brands not innovating
• New-age eco brands
• Two formats - Liquid and Powder
Walk into any store.
The cleaning aisle is the noisiest shelf in the building.
Every brand competing to be brighter, bigger, louder.
More ingredients. More claims. More packaging.
Bottles that weigh more water than product.
The Gap
• No solution for hard water
• Harsh chemicals in most cleaners
• Rarely dermatologically tested, forgetting how the floor touches our kids and our pets
• Customers buying two products when one should do the job
What we have built
• A sheet that converts hard water to soft water
• No harsh chemicals
• Dermatologically tested
• Gentle enough for everyday was
• Detergent and fabric softener in one product