“We're an eco-friendly line of detergent, fabric care, and home-cleaning products that take excellent care of you, the things you love, and the environment.”

Gwen Whiting and Lindsey Boyd weren’t always international soap mavens, delighting fashionistas, value seekers and environmentalists from New York to New Delhi. Many laundry cycles ago, they were young fashion enthusiasts, launching careers in one of the world’s best-dressed cities. As Gwen and Lindsey invested in building their wardrobes, they were confronted with the frustration of maintaining them: replacing prematurely worn items and paying painful dry cleaning bills. As graduates from Cornell University’s Fiber Science program, they saw an opportunity to advance the word of fabric care.

90% of items labeled “Dry Clean Only” are actually washable.