Dirty Labs

What Dirty Labs does

Dirty Labs is a Scottsdale, Arizona-based privately held home cleaning brand founded in 2018 by Dr. Pete He (Chief Scientist) and David Watkins (CEO). The company develops and sells nontoxic, enzyme-driven laundry, dish, and household cleaning products to eco-conscious consumers, families with sensitive skin, athletes, and professionals with heavy soil loads. Its product portfolio spans hyper-concentrated bio laundry detergents (Signature, Murasaki, Free & Clear scents), a hand-wash delicates formula, a 4-in-1 laundry booster, dishwasher detergents and pods, liquid dish soap, and a probiotic toilet bowl cleaner — most priced in the $16–$28 range with autoship subscriptions at 10% off and a Give $10/Get $10 referral program.

The company's core technology is Phytolase®, a proprietary 5-in-1 enzyme platform combining proteases, amylases, cellulases, mannanases, and pectate lyase produced through biosynthesis fermentation. The platform is positioned to clean, deodorize, soften, and brighten without optical brighteners, traditional fat-based softeners, or chlorine bleach, at a near-neutral pH (7.5–8.5) versus conventional detergents at pH 9–12. The company has secured a notable stack of third-party validations including EPA Safer Choice Partner of the Year 2021, USDA Certified Biobased, EWG Verified, National Eczema Association Seal, and PETA Cruelty-Free/Vegan.

Dirty Labs operates a primarily DTC go-to-market through dirtylabs.com with autoship, supplemented by Amazon Marketplace, Grove Collaborative, a Whole Foods Market nationwide retail footprint, and Mayple for international orders. The company is AAPI-owned and remains founder-controlled, having raised only a single disclosed $1.8M seed round in November 2020 from Entrée Capital, Bullish, and Vectr.

Name

Dirty Labs

Legal name

Dirty Labs Inc.

Website

https://dirtylabs.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Dirty Labs is a Scottsdale-based DTC home cleaning brand selling proprietary enzyme-driven laundry, dish, and household cleaners (Phytolase® platform) to eco-conscious, sensitive-skin, and activewear consumers via its website, Whole Foods, and Amazon.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC)

akta.pro secondary industries

Automatic Dishwasher Detergents (Tablets, Pods, Powders, Gels) (CRAJABAA), Dishwashing Powders & Pastes (Hand Wash) (CRAJABAC), Eco-Friendly Bathroom & Toilet Cleaners (CRAJAOAE)

Keywords

• Eco-friendly laundry detergent
• Enzyme-based cleaning products
• Nontoxic home cleaning
• Biodegradable dish detergent
• Subscription cleaning supplies

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Product Sales: Primary revenue stream through dirtylabs.com e-commerce platform. Products include laundry detergents, laundry boosters, dishwasher detergents, dish soap, toilet bowl cleaner, accessories, and bundles. Customers can purchase one-time or subscribe for autoship deliveries with 10% discount.
2. Retail Distribution: Products sold through physical retail partners including Whole Foods Market locations nationwide. Also available through online marketplace partners like Amazon and Grove Collaborative.
3. Subscription/Autoship Program: Autoship & Save program offers 10% discount on recurring deliveries scheduled every 1-6 months. Provides predictable recurring revenue and customer lifetime value optimization.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Dirty Labs designs, manufactures, and sells nontoxic, enzyme-driven home cleaning products built on its proprietary Phytolase® 5-in-1 enzyme platform. The assortment includes hyper-concentrated laundry detergents, a Bio Enzyme Laundry Booster, Bio Enzyme dishwasher detergents and liquid dish soaps, a Probiotic Toilet Bowl Cleaner with Phytolase®, and accessories such as wool dryer balls and scent oils, sold direct-to-consumer via dirtylabs.com with autoship subscriptions and through retail partners including Whole Foods Market, Amazon, and Grove Collaborative.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Bio Laundry Detergent Phytolase® enzyme-driven, hyper-concentrated 11x laundry detergent in the brand's signature scent, sold in 32-load and 80-load aluminum bottles for everyday household laundry.
• Murasaki Bio Laundry Detergent Premium-scented variant of the bio laundry detergent featuring notes of jasmine, matcha, and vetiver, in 32-load and 80-load sizes for consumers seeking a luxe fragrance profile.
• Free & Clear Bio Laundry Detergent Fragrance-free, hypoallergenic variant of the bio laundry detergent, EWG Verified and carrying the National Eczema Association Seal of Acceptance, for sensitive skin and baby laundry.
• Hand Wash & Delicates Detergent Enzyme-based detergent formulated for hand-washing delicates, technical fabrics, and items requiring gentle cleaning, sold in a 32-load size.
• Bio Enzyme Laundry Booster Phytolase®-powered 4-in-1 stain and odor remover used alongside Bio Laundry Detergents to boost cleaning on tough stains, odors, and heavily soiled loads, in 48-load and 110-load refill sizes.
• Aestival Bio Enzyme Dishwasher Detergent Phytolase®-powered dishwasher detergent in an Aestival scent profile, available in 48-load and 110-load sizes for automatic dishwashing.
• Free & Clear Bio Enzyme Dishwasher Detergent Fragrance-free Phytolase®-powered dishwasher detergent for sensitive households, in 48-load and 110-load sizes.
• Aestival Bio Enzyme Liquid Dish Soap Eco-friendly Bio Enzyme liquid dish soap in a sustainable aluminum bottle, scented with tea, geranium, and lemon balm, for hand dishwashing.
• Free & Clear Bio Enzyme Liquid Dish Soap Fragrance-free Bio Enzyme liquid dish soap for hand dishwashing in sensitive households, priced at $20 per bottle.
• Probiotic Toilet Bowl Cleaner with Phytolase® Probiotic and Phytolase® enzyme toilet bowl cleaner that keeps working between flushes for a deeper clean without chlorine bleach, sold as a 24-dose package.
• Signature Scent Oil + Glass Dropper Premium aluminum-bottled fragrance oil with magnolia, bergamot, and cedar notes sold with a glass dropper, designed as a signature scent accessory for the home.
• 100% New Zealand Wool Dryer Balls Reusable wool dryer balls made from 100% New Zealand wool, sold as an eco-friendly alternative to single-use dryer sheets.
• Enzyme Buddies Wool Dryer Balls Enzyme-infused wool dryer balls that extend the brand's enzyme-based cleaning technology into the drying step, priced at $22 ($18 on sale).

Quantifiable outcome

• 60-100% biodegradable in 28 days
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Whole Foods MarketcoreChannel Partner/ Reseller/ DistributorDirty Labs expanded into Whole Foods Market retail locations nationwide. Products are available in the laundry aisle at select store locations. This partnership represents a significant retail distribution milestone for the brand.
• AmazoncoreChannel Partner/ Reseller/ DistributorProducts available through Amazon marketplace via official Dirty Labs Amazon Storefront, providing broader e-commerce reach and Prime shipping eligibility for customers.
• Grove CollaborativeminorChannel Partner/ Reseller/ DistributorClean living marketplace partnership making products available through Grove Collaborative's subscription-based platform for eco-conscious consumers.
• MaypleminorChannel Partner/ Reseller/ DistributorInternational distribution partner enabling customers outside the US to purchase Dirty Labs products through Mayple marketplace.
• MaisonetteminorChannel Partner/ Reseller/ DistributorPremium parenting and baby product retailer partnership for distribution of baby-safe laundry products (noted as coming soon in FAQ).
• Social Media Platforms (Instagram, Facebook, Medium, Twitter, Pinterest, Reddit, LinkedIn)minorGTM or Marketing PartnerSocial media pages for brand presence, community engagement, and marketing. Companies hosting these platforms may provide aggregate analytics on social media page usage.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Seventh Generation: Unilever-owned pioneer in eco-friendly household cleaning with broad laundry, dish, surface, and paper portfolio. Direct competitor in eco-friendly laundry and dish but operates as a large incumbent across multiple cleaning categories.
• Tide (Procter & Gamble): Largest laundry detergent brand in the U.S. with extensive enzyme-based technology (Tide PODS) and dominant shelf presence. Broad incumbent defining the performance bar Dirty Labs must clear, even as Dirty Labs targets the premium eco-conscious segment rather than competing head-to-head.

Direct peers

• Mrs. Meyer's Clean Day: P&G-owned brand offering plant-derived laundry detergents, dish soaps, and household cleaners with garden-inspired scents. Closely comparable on product format, target consumer, and retail placement alongside Dirty Labs.
• Method Products: Ecover-owned (SC Johnson) eco-friendly cleaning brand with strong DTC and retail presence across laundry, dish, and surface cleaners. Comparable on eco-positioning, design-forward packaging, and Whole Foods distribution.
• Grove Collaborative: Public B Corp selling its own and third-party eco-friendly household cleaning and personal care products via subscription DTC. Both a marketplace partner for Dirty Labs and a direct competitor with its own private-label cleaning line.
• Puracy: Plant-based, natural cleaning brand with a broad lineup of laundry, dish, and household cleaners sold via DTC and retail. Highly comparable on ingredient transparency, eco-positioning, and customer segment targeting families and sensitive-skin users.
• ECOS (Earth Friendly Products): Family-owned maker of plant-based, EPA Safer Choice-certified laundry and dish detergents with mass-market retail distribution. Comparable eco-friendly positioning and Whole Foods/Walmart presence, though broader product mix.
• The Laundress: Premium fabric care and laundry brand known for scent-driven, performance-positioned detergents and eco-conscious formulation. Highly comparable on premium pricing, design, and target consumer willing to pay a multiple over conventional detergents.

Emerging players

• Blueland: VC-backed DTC brand offering tablet-format cleaning products with reusable packaging, focused on reducing plastic waste. Comparable eco-friendly mission and target consumer, with overlapping Whole Foods distribution.
• Branch Basics: Concentrated, plant-based cleaning brand focused on human-safe, fragrance-free formulations sold DTC. Comparable on concentrated formulation philosophy and sensitive-skin/clean-living consumer targeting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dirtylabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors3 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 Dirty Labs