When you think about laundry detergent, the last thing that comes to mind is groundbreaking innovation. Yet, Dirty Labs, co-founded by David Watkins and Dr. Pete He, has managed to turn this everyday household product into a revolutionary example of safety, sustainability, and effectiveness. With their nature-inspired, green chemistry approach, Dirty Labs has already achieved $240K in annual revenue, proving that science and sustainability can coexist with exceptional performance.
| About | Details |
|---|---|
| Founder | David Watkins |
| Company | Dirty Labs |
| Revenue | $20K/month |
| Location | e-commerce focused |
| Employees | 7 |
| Launched | 2020 (soft launch) |
The Mission – Taking the ‘Dirty’ Out of Cleaning
Dirty Labs is more than a laundry detergent company—it’s a cleaning innovation lab on a mission. David Watkins, CEO and co-founder, explains how traditional products often compromise between being safe, sustainable, or effective. Dirty Labs, however, has successfully tackled this “cleaning trilemma” with their enzyme-driven laundry detergents. These detergents not only deliver market-leading cleaning performance but are also 97% bio-based, free from harmful chemicals, and biodegradable—making them safer for people and the planet.
A Unique Backstory – From Consumer Electronics to Chemistry
David’s journey to founding Dirty Labs took an unconventional path. Having spent years designing consumer electronics for major brands like Google and Skullcandy, he grew disenchanted with the short lifespan of tech products. An introduction to co-founder Dr. Pete He, an accomplished chemist with a background in home and personal care products, sparked the idea for Dirty Labs.
After exploring various product ideas, the duo zeroed in on laundry detergent—a space dominated by big brands yet ripe for innovation. They saw an opportunity to create a high-performing, eco-friendly alternative to traditional detergents. Their goal wasn’t just to clean clothes better but to do so with formulations that align with modern sustainability goals.
Prototyping & Building the First Product
The journey from concept to market was far from simple. David and Pete teamed up with two additional chemists to develop a prototype. While the initial formula showed promise, they weren’t satisfied until it exceeded expectations. The result? A detergent that is as effective as conventional heavy-duty products yet safer than most hair shampoos. Its smart-targeting enzymes not only clean thoroughly but also extend the life of fabrics.
To bring this vision to life, the team raised initial funding through friends and family, with notable investors like actor Henry Golding and footballer Chris Smalling joining the journey. They leaned on their scientific expertise and strong partnerships to keep costs low and maintain control over the research and development process.
A Pandemic-Era Launch
Launching a brand during the pandemic posed unique challenges, but the Dirty Labs team persevered. They built a global network of creatives and collaborators to finalize their branding, packaging, and operational systems. In October 2020, Dirty Labs launched its online store, focusing on direct-to-consumer sales to better understand customer needs and perfect their product.
Their strategic decision to delay retail distribution in favor of direct sales proved pivotal, as it allowed the team to foster closer relationships with customers and refine their products based on direct feedback.
What’s Next for Dirty Labs?
With consistent 30% month-over-month growth driven by paid advertising and word of mouth, Dirty Labs is poised for significant expansion. They’re preparing to launch their products through their first major online retailer, Grove Collaborative, and continue to innovate within the laundry category. While laundry remains their primary focus, the team envisions future extensions of their green chemistry philosophy into other areas.
Dirty Labs has shown that aligning cutting-edge science with an impactful mission can truly disrupt even the most conventional industries. Stay tuned for Part 2, where we’ll delve into the strategies that have helped Dirty Labs attract and retain loyal customers while maintaining their mission-driven approach.
The Tech Stack – Building a Foundation for Growth
Dirty Labs’ success is underpinned by a carefully curated tech stack that supports their direct-to-consumer (DTC) model. Initially planning for retail distribution, the company pivoted to focus on e-commerce, which shaped their decisions regarding tools and platforms.
- E-commerce Platform: Dirty Labs’ online store is built on Shopify, a platform renowned for its robust integrations and ease of use.
- CRM and Email Marketing: While they initially chose HubSpot, the team later transitioned to Klaviyo, a powerful email marketing tool designed for DTC businesses with seamless Shopify integration.
- Project Management and Communication: Tools like Monday.com and Slack have been instrumental in managing projects and fostering collaboration, especially with remote teams.
- Subscription Services: To cater to recurring customers, Dirty Labs implemented ReCharge, enabling subscription options directly on their website.
| Tools | Platforms |
|---|---|
| E-commerce | Shopify |
| Email Marketing | Initially HubSpot, later switched to Klaviyo |
| Customer Service | Core team, including chemists, handle customer inquiries |
| Reviews | Positive reviews |
| Social Media | Instagram, Facebook |
| Productivity | Monday (for project management), Slack (for communication) |
| Payments | Shopify |
| Analytics | Shopify analytics |
| Advertising | Google Adwords, Meta Ads |
| Inventory Management | Managed through Shopify platform with some integrations |
David Watkins emphasizes that their tech stack is constantly evolving to meet the needs of a growing business, ensuring efficiency and scalability.
Inspiration and Learning – Books and Resources
For David, the book Cradle to Cradle has been a guiding influence. It explores the principles of sustainability and how industries can aim for a closed-loop system. David admits that achieving this was challenging in the tech world due to the complexity of materials and lack of in-house R&D for sustainability. However, at Dirty Labs, science takes center stage. Their team of chemists and in-house labs reflect a commitment to continuous innovation, striving to move the cleaning industry from petrochemical reliance to bio-based solutions.
Additionally, industry reports play a pivotal role in shaping their vision. David notes that in the U.S. alone, 40 billion loads of laundry are done annually, highlighting the importance of reducing environmental impact. Dirty Labs aims to tackle this by revolutionizing an industry deeply tied to petrochemical products, ensuring safer and cleaner water systems for future generations.
Advice for Aspiring Entrepreneurs
David shares some valuable lessons for entrepreneurs embarking on their own journeys:
- Self-Assessment and Team Building: Be honest about your strengths and where you need help. Avoid overlapping skills within the founding team, as it can lead to unnecessary expenses and gaps in execution.
- Stay Lean: Achieve as much as possible independently in the early stages. This not only conserves resources but also demonstrates resilience and adaptability to potential investors.
- Be Ready to Learn: Adaptability is key. Learn new skills, absorb insights from your team, and be open to feedback from investors and customers. Flexibility allows for quicker problem-solving and growth.
Scaling the Team
As Dirty Labs grows, so does its need for the right talent. Currently, they’re prioritizing hiring a strong performance marketer to complement their seasoned branding team. With plans to scale, finding a strategic partner for performance marketing is critical to driving their next phase of growth.
