We're an idealistic lot, who believe in a new kind of clean.

Better formulas.
Better packaging design.
Better environmental solutions.
Better transparency and communications.

We set out to create a product that was a little bit better than what was out there, in every way. 

Powerful plant-based technology and organic cleaning formulas, stripped of unnecessary filler and excess water, and housed in refillable, recyclable packaging. 

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Welcome to The Dirt Company.

Our Principles.

Lighten the load.
Laundry became more complicated than it needed to be. More plastic, more water, more marketing. We're here to clean all of that up with products that work harder so you don't have to.
Make products people actually love.
Sustainability shouldn't require compromise. If a product doesn’t work well enough, if it doesn’t look good enough, it won’t be enjoyable enough to use, and people won't stick with it.
Do less harm.
The cleanest laundry shouldn't come at the planet's expense. Every decision we make starts with one question: Can we do the same job while doing less harm?
Design to use again.
Recycling is the last resort. We'd rather reduce before we recycle, we'd rather refill before we replace, we'd rather reuse before we throw away. From our glass bottles to our refill return program, we design products to stay in use for as long as possible, not end up in landfill after one wash.
Tell the whole story.
Transparency is not a marketing campaign. We tell you what's in our formulas, what our packaging is made from, and where we're still trying to improve. We don't believe in perfect businesses. We believe in candid ones.

Our Origins.

I'm Frankie, founder of The Dirt Company.

Standing in the supermarket aisle one day, I was stumped looking at what laundry detergent to buy. I’d moved in with my best friend who was easily irritated by harsh detergents. I wanted a product that worked but was sensitive to our needs and the environment - the impossible brief.

I started to notice other things about the category too. Loads of excess packaging. Very well disguised cost per wash. Very well hidden ingredients. The list went on. It was like the concept of sustainability had not yet hit the laundry aisle. I could do better. I just knew it.

There was a lot of hot debate about what was the most sustainable option throughout our inception. It was hard to accept that there is no truly sustainable option - the decisions we made about packaging and product are well documented in our blog. 

We believe we create less harm because we’ve made tweaks to the way laundry detergent is created, packaged, and sold. We aim to always do better than everyone else, a challenge that really excites me, even to this day, 10 years on. 

There are things that drive us crazy, things we can’t wait to improve, and things that we still need to learn. What matters is we’ve got a great product, and an amazing community, and together we’re growing every chapter of the Dirt journey.

We’ve made laundry detergent, something worth talking about. 

I have endless enthusiasm ready to be directed toward the personal mission I share with our company. 

To make less harmful products the better choice for everyone.

Thanks for being here for the ride.

I'm Frankie, founder of The Dirt Company.

Standing in the supermarket aisle one day, I was stumped looking at what laundry detergent to buy. I’d moved in with my best friend who was easily irritated by harsh detergents. I wanted a product that worked but was sensitive to our needs and the environment - the impossible brief.

I started to notice other things about the category too. Loads of excess packaging. Very well disguised cost per wash. Very well hidden ingredients. The list went on. It was like the concept of sustainability had not yet hit the laundry aisle. I could do better. I just knew it.

There was a lot of hot debate about what was the most sustainable option throughout our inception. It was hard to accept that there is no truly sustainable option - the decisions we made about packaging and product are well documented in our blog. 

We believe we create less harm because we’ve made tweaks to the way laundry detergent is created, packaged, and sold. We aim to always do better than everyone else, a challenge that really excites me, even to this day, 10 years on. 

There are things that drive us crazy, things we can’t wait to improve, and things that we still need to learn. What matters is we’ve got a great product, and an amazing community, and together we’re growing every chapter of the Dirt journey.

We’ve made laundry detergent, something worth talking about. 

I have endless enthusiasm ready to be directed toward the personal mission I share with our company. 

To make less harmful products the better choice for everyone.

Thanks for being here for the ride.