Lindry Lab was recently featured in Express Checkout's substack with Jenna Movsowitz and Nate Rosen. Here is their take:

U.S. laundry-care sales hit $19.4B last year, up 3% across price points, with the global market at roughly $110B and a projected 4.7% CAGR over the next five years. P&G’s laundry care business alone does nearly $3 billion (they own about 60% of market share)! It’s a serious market that was ripe for some disruption.

And boy is it getting disrupted. The emerging brands are coming in hot:

• Let’s back up to the first wave (cycle? 😉): Innovation in laundry-care really started with The Laundress, which was founded all the way back in 2004. The brand, positioned as the first luxury lifestyle brand in laundry-care, thoughtfully aligned itself with early lifestyle/fashion bloggers and the burgeoning clean beauty movement to in the early 2010s. By the mid-2010s, the company was sustaining a 30% year-over-year growth rate, making it an obvious target for Unilever’s $100 million buyout in 2019.

• Lindsey Boyd, who co-founded The Laundress, came back to laundry this past April with Lindry Lab. A luxe laundry brand with 17 SKUs—including six detergents at $45 for 32 ounces—all built around cleaner ingredients and functional fragrances.

Read and listen to the full piece here.