“Workout clothes in cold water. Clean again. I'm really REALLY liking this!!!”

— Jen, Portland, OR

“Tomato sauce stains came right out even after sitting for a day!”

— Jennifer, New York, NY

“My laundry smells amazing. I love how clean it turned out.”

— Emily, Portland, OR

“Impressed with the small amount of detergent for the load.”

— Leonard, Los Angeles, CA

“It was like a miracle occurred in my washer … ”

— Jerry, Portland, OR

“So far it’s the best natural detergent I’ve tried.”

— Maya, Long Island, NY

“I washed towels and sheets that were VERY muddy. Plus two dog beds that were gross. All came out looking and smelling great.”

— Kate, Austin, TX

“I had a turmeric stain that I pre-treated with Dirty Labs and it completely came out. Impressive.”

— Ed, Boulder, CO

“Love the smell! I am addicted to this product.”

— Leslie, Austin, TX

“Some older items that never came out fresh actually seemed like new. Super soft!”

— Lee, New York, NY

We’re big softies.

Traditional fabric softeners coat fabrics in a layer of fat to make your clothes look and feel softer. Our technology keeps fabrics refreshed and clean without additives that can harm your clothes. Your fabrics come out softer and cleaner—without ruining your favorite yoga pants or activewear.

A person in white socks stands on a small hill before a blue background.

A better way to brighten.

Optical brighteners in traditional detergents rely on color-changing molecules to make fabrics appear brighter or whiter. Our formulas remove dirt and pilling fibers that make colors look dull and less vibrant. They're effective but extra-gentle, so your fabrics stay brighter and newer-looking longer.

Killing odors softly.

Activewear "stank" is a tough nut to crack, but we figured it out. Our enzyme technology breaks down stains that odor-causing bacteria love to live on. We eliminate odors in ways your old laundry detergent doesn't... by getting rid of the source.


It seems silly to add water to a product to make it larger, heavier, and less potent when your washer adds water for you anyway. Our formula is hyper-concentrated and deep cleans a standard size load with less than 2 teaspoons of product.