What Package Free does

Package Free (operating as Package Free Shop) is a Brooklyn-based direct-to-consumer and wholesale retailer founded in 2014 by Lauren Singer that sells zero-waste and low-waste household, cleaning, personal care, and baby products. The company's proprietary core line, branded The Simplest, is built on concentrated powder formulas using only three ingredients (Sodium Cocoate, Sodium Bicarbonate, Sodium Carbonate) in place of the long ingredient lists typical of conventional detergents and cleaners. Its most technically distinctive product, the Plastic Free Laundry Pod launched in 2024, is positioned as the industry's first truly plastic-free laundry pod, constructed from water-soluble wood pulp, cellulose paper, and a 100% bio-based adhesive rather than the PVOH film used by mainstream pod competitors; the pods are biodegradable, dissolve in cold water, and are designed to avoid the microplastic residue associated with conventional unit-dose laundry products. Supporting accessories span wool dryer balls, bamboo and beechwood household brushes, biodegradable body bars and hair care, stainless steel kitchenware, and partner-brand items such as Marley's Monsters facial rounds and BioScents essential oils.

The business operates a hybrid distribution model. Direct-to-consumer sales through packagefreeshop.com (a Shopify storefront) generate unit-level revenue with an SMS-based Subscribe & Save retention program, while wholesale distribution through Walmart, Costco, and the KeHE natural/specialty foods network provides nationwide physical retail reach into mass, warehouse-club, and natural grocery shoppers. Pricing is concentrated in the $5-$28 unit range, with the 300-load Simplest Laundry Detergent at $28, baby products at $9-$19.99, and accessories in the $5-$20 range. Multiple SKUs are EWG Verified and the baby collection is positioned for sensitive-skin households. Cumulative disclosed venture funding totals approximately $12.5M across a 2019 seed and a 2021 round led by Naadam and Vanterra Capital; revenue is not publicly disclosed and the company remains privately held with 11-50 employees. Manufacturing is contracted to a partner facility in Milwaukee, Wisconsin.

Name

Package Free

Legal name

Package Free

Website

https://packagefreeshop.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Package Free is a Brooklyn-based zero-waste retailer founded in 2014 by Lauren Singer, selling minimal-ingredient cleaning, laundry, and personal care products direct-to-consumer and through Walmart, Costco, and KeHE, including the world's first plastic-free laundry pods.

Ownership category

akta.pro rank

Product category

Sustainable Household and Personal Care Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA)

akta.pro secondary industries

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC), Laundry Care Accessories & Consumables (Dryer Sheets/Balls, Lint Rollers, Mesh Bags) (CRAJAAAL), Eco-Friendly Household & Zero-Waste Refill Stores (CRAHAEAG)

Keywords

• Zero waste products
• Plastic-free cleaning supplies
• Eco-friendly household goods
• Sustainable laundry detergent
• Natural personal care

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Revenue generated through direct sales via packagefreeshop.com website, offering individual products and bundles to consumers with options for Subscribe & Save programs.
2. Wholesale Distribution: Revenue from bulk distribution through major retail partners including Walmart, Costco, and KeHE specialty distributors, reaching customers through nationwide retail presence.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Package Free sells zero-waste, plastic-free household, laundry, cleaning, baby, and personal care products directly to consumers via its own e-commerce site and through wholesale channels such as Walmart, Costco, and KeHE distributors. Its proprietary core line centers on The Simplest Laundry Detergent (a three-ingredient concentrated powder), The Simplest Baby Laundry Detergent, The Simplest Baby Bottle & Dish Soap, Multi-Purpose Cleaning Spray, and Plastic Free Laundry Pods (water-soluble wood pulp, cellulose paper, and bio-based adhesive, PVOH-free).

Product overview

Package Free (Package Free Shop) is an e-commerce retail company offering a curated portfolio of zero waste and eco-friendly everyday products. The core proprietary products include a line of simple-formula cleaning and laundry products: The Simplest Laundry Detergent (3-ingredient concentrated powder, 300 loads), The Simplest Baby Laundry Detergent (3-ingredient hypoallergenic formula, 100-140 loads), The Simplest Baby Bottle & Dish Soap (concentrated unscented soap), Multi-Purpose Cleaning Spray (EWG Verified, aluminum bottled with refill system), and the innovative Plastic Free Laundry Pods / Plastic Free Baby Laundry Detergent Pods (the world's first truly plastic-free pods made from wood pulp, cellulose, and bio-based adhesive, completely PVOH-free). Supporting accessories include Dryer Balls, Dish Washing Brush, Body Bar, Hair Care products (Bamboo Hairbrush, Conditioner Bar, Biodegradable Hair Ties), Personal Care items (Gua Sha, Bamboo Toothbrushes, Cotton Facial Rounds), and Kitchen products (Stainless Steel Containers, Funnel, Essential Oils). The company was founded in 2014 and retails through its own website as well as Walmart, Costco, and KeHE. Products are formulated in Milwaukee, Wisconsin and emphasized for their minimal ingredients, EWG verification, and plastic-free or minimal packaging.

Differentiator

Problem solved

Functional benefit

Brands

• The Simplest Baby Collection: A collection of baby-safe cleaning products including baby laundry detergent and baby bottle & dish soap, formulated with minimal ingredients for sensitive skin.

Products and services

• The Simplest Laundry Detergent A concentrated powder laundry detergent made with just three natural ingredients (Sodium Cocoate, Sodium Bicarbonate, Sodium Carbonate), delivering up to 300 loads per 9.9 lb box. Available in Unscented and Lavender variants. Free from synthetic fragrances, dyes, parabens, and phthalates. For eco-conscious consumers and families seeking a simple-ingredient, plastic-packaging-free laundry alternative.
• The Simplest Baby Laundry Detergent

Quantifiable outcome

• 300 loads from one 9.9 lb box of laundry detergent vs. traditional alternatives
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• WalmartcoreChannel Partner/ Reseller/ DistributorMajor retail partner distributing Package Free products nationally through Walmart stores, expanding brand visibility and accessibility to mainstream consumers.
• CostcocoreChannel Partner/ Reseller/ DistributorWarehouse club retailer distributing Package Free products, providing access to bulk-purchasing consumers seeking value and sustainability.
• KeHE DistributorscoreChannel Partner/ Reseller/ DistributorNatural and specialty food distributor enabling Package Free product distribution to natural grocery stores and specialty retailers, aligning with the brand's sustainability positioning.
• Milwaukee Manufacturing PartnerminorImplementation/ SI/ Consulting PartnerFormulation is made in the USA and blended and packed at a partner facility in Milwaukee, Wisconsin, ensuring consistent quality and care in every bottle and box.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Seventh Generation: Seventh Generation (Unilever) is a large established plant-based household and laundry care brand with deep retail penetration. Comparable eco-positioning in laundry and cleaning, with significantly broader scale.
• Grove Collaborative: Grove Collaborative is a broader eco-friendly household products retailer and brand portfolio. Comparable on sustainable CPG assortment and online-plus-retail distribution, with a much wider category footprint.
• Mrs. Meyer's Clean Day: Mrs. Meyer's (SC Johnson) sells plant-derived, naturally scented cleaning and laundry products in major retail. Comparable eco-friendly household positioning, distributed through the same national retail channels.

Direct peers

• Blueland: Blueland sells zero-waste cleaning tablets, laundry tablets, and refillable packaging via D2C and national retail. Closely comparable to Package Free's plastic-free, concentrated, refill-based cleaning platform.
• Dropps: Dropps is a direct-to-consumer eco-friendly laundry pod brand sold through its own site and major retailers like Target. Comparable product format (pods), eco-positioning, and retail channel mix to Package Free.
• Branch Basics: Branch Basics sells concentrated, human-safe cleaning products with refillable systems. Comparable on minimal-ingredient philosophy, refill model, and eco-conscious consumer target.
• EcoRoots: EcoRoots is a zero-waste brand selling plastic-free household, personal care, and cleaning essentials. Comparable curated assortment of eco-friendly alternatives and sustainability-first positioning.
• By Humankind: By Humankind offers refillable personal care and household products designed to eliminate single-use plastic. Comparable zero-waste retail assortment and D2C-plus-retail distribution model.
• Plaine Products: Plaine Products sells refillable, non-toxic personal care and household essentials. Comparable zero-waste, refill-system model with overlapping customer segment of eco-conscious consumers.
• The Laundress: The Laundress is a premium eco-friendly laundry and home cleaning brand sold via D2C and specialty retail. Closely comparable on concentrated laundry detergents, fabric care, and premium sustainable positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/packagefreeshop

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Package Free