The Dirt Company was founded on the belief that they could make sustainable household products, that work, something people could fall in love with.
The Dirt Company took a less, but better approach to product design. They formulated a product using pure and powerful ingredients and bare minimum packaging, to deliver an innovative, useful, and thoughtful product, that’s good for the earth, and will sit pretty on your washing machine.

In 2016, they had an epiphany. The household cleaning products that we were filling our homes seemed to sit at either end of a spectrum. On one end, they were full of harsh, irritating, excess chemicals, contained in excess packaging. At the other, they were built with the environment in mind, but as a result required us to sacrifice either in price, performance.

Dirt wondered why there was not an environmentally friendly option, free from synthesised chemicals and excess packaging, that was affordable and performed extremely well. Turns out, it was possible to create this product, but for various reasons ranging from pre-existing misconceptions, through to profit margins it wasn’t on the market.

So, Frankie, Josh, Tom and Bill started creating formulas, exploring packaging options, building websites, washing clothes, doing business plans, designing and washing more clothes, until they were finally satisfied. The result, Dirt Laundry products – extremely high performing laundry concentrates, that are great on your clothes, skin, planet and hip-pocket.