When a trio of entrepreneurs were first presented with zero-waste eco-strips as a new business opportunity that promised to change the way we do laundry, they were doubtful.

Could little strips of paper really clean clothes? But, trial turned skepticism into enthusiasm, and the seeds of a laundry revolution took hold.

Using a subscription-based business model, Tru Earth launched in April 2019 with a target of selling 150 subscriptions in the first month. When they sold ten times that, they figured they were onto something. 

By the end of the following year, Tru Earth was the 2nd fastest growing start-up in Canada and, by the end of 2021, the 71st fastest-growing company in the country. They ramped up quickly from 7 employees to 230, and their products are now sold in over 65 countries.

Each 4”x2” highly concentrated, pre-measured Tru Earth strip cleans one load of laundry, completely dissolving in either hot or cold water. Shipped in compact, compostable cardboard packaging, they reduce shipping emissions by 94%. In addition, they are paraben and phosphate-free, hypoallergenic, vegan and biodegradable. And when Tru Earth isn’t busy upending the laundry industry, they are giving back to communities. For every first-time subscription purchase, 32 loads of laundry are donated to organizations in need across the globe.

Like all challengers, Tru Earth aims to progress the category. They may be leading the way, but as CEO Brad Liski says, “I dream of a day where all the big creators of detergent turn off their laundry jug assembly lines and switch to this method”. In challenger terms, Tru Earth is a Missionary. For them, the business is the mission. As Brad has shared, “the key performance indicators that drive our company are not profits and revenues, they’re jugs and donations. How many jugs can we save from landfills and oceans? And how many loads have we donated to those in need?”. 

Tru Earth rejects the idea that environmentalism is an all or nothing proposition. Instead, they live by their mantra “small hinges open big doors” and meet consumers where they are. They inject new emotions into an often strident space, bringing a healthy dose of humour and even sparks of joy to never-ending wash cycles. Laundry detergent that seems to magically show up in your mailbox each month? No more messy spills to clean up? And more space on top of the washer where folded clothes can sit for days? Sign me up.

Two years into their mission, Tru Earth has saved over 6 million jugs and donated over 10 million loads to families in need. And they are just getting started. In 2022, they are focused on tripling those numbers and moving beyond the laundry room to offer similar products for the kitchen and bathroom. If they are successful, mothballed laundry jug assembly lines may be less dream and more reality. Then the question will be, have they built a strong enough brand and a loyal enough fan base to hold their own in the brave new world of zero-waste laundry?

Anne Marie Armstrong is a Strategy Director at eatbigfish.