LAUNDREAM
Fragrance-led eco laundry brand. Detergent sheets that keep laundry out of landfill and beat legacy brands to No.1.
Why we built Laundream and why the laundry category was begging for it!
The laundry category had been the same for decades. Garish plastic bottles. Complicated dosing. Eye-watering chemicals. Zero personality. Nobody was excited about it. And yet every single household in the country was doing it, week in, week out, forever. That gap between how boring laundry was and how much everyone had to do it felt like an opportunity. Not just for a better product, but for a brand that people could actually feel something about. So Rosie and I built Laundream. Two women, one big idea, and absolutely no blueprint for how to do it. We started from scratch. The product, the name, the brand world, the packaging, the website, the social strategy, all of it. The category said functional and forgettable. We said fragrant, beautiful and planet-kind. Detergent sheets that worked as well as anything on the shelf, packed nothing but gorgeously, and left your laundry smelling like you'd actually tried.
From Amazon listings to a D2C brand: What building Laundream actually taught us.
We launched on Amazon first. The fastest way to test a product, get real reviews in real hands, and understand what people actually thought when they got it home and put it in the machine. The feedback was immediate and it was good. People loved the scent. They loved how compact it was. They loved that it worked. We collected hundreds of reviews, listened to every single one, and used them to make the brand better before we went direct. The D2C relaunch in 2023 was a different beast entirely. We built the website ourselves. Set up the email marketing systems. Figured out subscriptions, retention, the whole customer journey from the moment someone landed on the page to the moment they became a regular. We brought in a marketing hire to grow our online subscriber base and push Laundream into new audiences. Every decision came from data, from consumer feedback, from genuinely understanding what our customer wanted and giving it to them better than anyone else. The thing nobody tells you about building a brand from scratch is that design is everything. Not just the packaging, but the entire feeling of the brand across every single touchpoint. Get that right and people trust you before they've even tried the product.
Over 800,000 washes: What Laundream really taught us.
We built Laundream to six-figure turnover with no outside investment, no safety net and no rulebook. Every penny went back in to grow it. When the funding conversations didn't land and the right acquisition offer didn't materialise, we made the hardest call and the smartest one. We wound it down on our terms, with our heads held high and an education you genuinely cannot buy. Most people who work in brand never actually build one. We built four. And Laundream was where we learned what it really takes, the product obsession, the consumer empathy, the design rigour, the late nights staring at email open rates, the joy of a five-star review from someone who genuinely switched and never went back. You don't get that from a brief. You don't get it from a workshop. You get it from doing it yourself, with your own money, your own reputation and everything on the line. That's what Laundream gave us. And that's what we bring to every client brief that comes through the door now.
