Tru Earth
Tru Earth is a Canadian eco-friendly household products company that sells dissolvable laundry detergent strips and related zero-waste cleaning products directly to consumers via subscription e-commerce and through major retail chains across North America.
- Company typePrivate
- Founded2019
- HeadquartersPort Moody, Canada
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Tru Earth firmographics
Firmographics- Name
- Tru Earth
- Legal name
- Tru Earth Environmental Products Inc.
- Website
- https://tru.earth
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Tru Earth is a Canadian eco-friendly household products company that sells dissolvable laundry detergent strips and related zero-waste cleaning products directly to consumers via subscription e-commerce and through major retail chains across North America.
- Ownership category
- akta.pro rank
Tru Earth industry classification
Industry- Product category
- Eco-Friendly Household Cleaning Products
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)
- 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
- Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA), Laundry Care Accessories & Consumables (Dryer Sheets/Balls, Lint Rollers, Mesh Bags) (CRAJAAAL), Eco-Friendly Bathroom & Toilet Cleaners (CRAJAOAE), Bathroom All-Purpose Cleaners (Multi-Surface) (CRAJAMAF)
Keywords
Where Tru Earth is headquartered
LocationHeadquarters
- HQ city
- Port Moody
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Tru Earth business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales
Revenue model
- Direct-to-consumer e-commerce: Primary revenue channel through tru.earth website. Customers purchase one-time or subscribe for recurring deliveries with subscription discounts up to 50%. Products include laundry detergent strips, fabric softener, dishwasher tablets, multi-surface cleaner, and bundles.
- Retail distribution: Wholesale revenue through retail partnerships including Costco Canada, Publix, Hannaford, Giant Food, and Food Lion grocery stores across the US and Canada.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard laundry detergent 32-64 strips |
| Subscription | Monthly | Bulk laundry detergent 384 strips |
| Unit Pricing | Monthly | Fabric softener strips |
| Unit Pricing | Monthly | Dishwasher detergent tablets |
| Unit Pricing | Monthly | Multi-surface cleaner sheets |
| One time/ perpetual license | Pay-as-you-go | Bundles and starter packs |
| Unit Pricing | Monthly | Platinum laundry detergent (premium tier) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Tru Earth product offering
Product offeringCore offering
Tru Earth manufactures and sells eco-friendly household cleaning products built around dissolvable, pre-measured laundry detergent strips that replace traditional liquid detergent in plastic jugs. The product line extends to fabric softener strips, dishwasher tablets, multi-surface and toilet bowl cleaner sheets, plus accessories such as reusable dryer balls and storage tins, all packaged in recyclable cardboard and sold via direct-to-consumer e-commerce, subscription, and retail.
Product overview
Tru Earth is an eco-friendly household cleaning products company offering a portfolio of dissolvable cleaning product strips and sheets. The core offering is laundry detergent sheets (standard and Platinum heavy-duty formulations), supplemented by fabric softener sheets, dishwasher detergent tablets, multi-surface cleaner strips, and toilet bowl cleaner strips. All products feature plastic-free, recyclable cardboard packaging and eliminate single-use plastic containers. The product line also includes bundles (Ultimate Bundle, Starter Packs, Variety Packs, Home Essentials) combining multiple products at discounted prices, plus accessories like reusable wool dryer balls, storage tins, Swedish cloths, bamboo cutlery sets, and reusable produce/makeup remover pads. The company operates primarily on a subscription model with up to 50% subscriber discounts.
Differentiator
Problem solved
Functional benefit
Products and services
- Tru Earth Laundry Detergent Eco-Strips
- Tru Earth Platinum Laundry Detergent
- Tru Earth Fabric Softener Strips
- Tru Earth Dishwasher Detergent Tablets
- Tru Earth Multi-Surface Cleaner
- Tru Earth Toilet Bowl Cleaner
- Tru Earth Scent Booster
- Tru Earth Stain Remover Stick
- Tru Earth Reusable Wool Dryer Balls
- Tru Earth Premium Eco-Strip Storage Tin
- Tru Earth Swedish Cloths
- Tru Earth Reusable Cotton Mesh Produce Bags
- Tru Earth Bamboo Cutlery Set
- Tru Earth Bamboo Makeup Remover Pads
Quantifiable outcome
- 200+ million plastic containers saved from landfills and oceans
- +4 more outcomes
Companies that use Tru Earth
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles2 records
Tru Earth technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Tru Earth partnerships and signals
Strategic signalScale indicators9 records
Recent moves7 records
Expansion highlights7 records
Tru Earth competitors and assessment
Company assessmentBroad incumbents
- Ecover: Ecover is a Belgian pioneer of plant-based eco-friendly laundry detergents and household cleaners, now part of Unilever's Ecover/Seventh Generation portfolio — a direct incumbent in green laundry care.
- Seventh Generation: Seventh Generation is an established eco-friendly household cleaning and laundry brand (Unilever-owned) sold across mass retail — the principal incumbent Tru Earth must defend shelf share against.
- Method Products: Method is a leading plant-based, eco-friendly household cleaning brand now owned by Unilever's Ecover/Seventh Generation portfolio, overlapping on the sustainability-led cleaning category.
- The Laundress: The Laundress is a premium eco-friendly laundry and fabric care brand offering detergents, stain removers, and fabric softeners, owned by Unilever since 2019 — an incumbent in the sustainable premium laundry segment.
- Mrs. Meyer's Clean Day: Mrs. Meyer's is a SC Johnson-owned eco-friendly laundry and household cleaning brand sold in mass retail, targeting the same sustainability-minded household consumer.
- Persil (Unilever): Persil is Unilever's global laundry detergent flagship and has launched its own dissolvable laundry sheet line, putting it in direct competition with Tru Earth at mass-market scale.
Emerging players
- Branch Basics: Branch Basics is a smaller mission-driven eco-friendly household cleaning brand offering concentrate-based and refillable products — an emerging DTC peer in the green-cleaning category.
- Common Good: Common Good is a small eco-friendly cleaning products company offering refillable, plant-based laundry and household cleaners — an emerging niche peer focused on reducing plastic in home cleaning.
Direct peers
- Dropps: Dropps is a direct-to-consumer brand of eco-friendly, low-waste laundry and cleaning pods/sheets with subscription options — a direct format and business model competitor to Tru Earth.
- Earth Breeze: Earth Breeze sells dissolvable eco-friendly laundry detergent sheets and directly competes with Tru Earth's signature product for the same eco-conscious DTC subscription customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Tru Earth social profiles
Digital presenceTru Earth compliance and trust
Trust signalCompliance7 records
Tru Earth financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tru Earth leadership team
Management profileNumber of profiles
Profiles5 records
Tru Earth subsidiaries and ownership
Company hierarchySubsidiaries1 record
Tru Earth funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tru Earth M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tru Earth
What does Tru Earth do?
Tru Earth manufactures and sells eco-friendly household cleaning products built around dissolvable, pre-measured laundry detergent strips that replace traditional liquid detergent in plastic jugs. The product line extends to fabric softener strips, dishwasher tablets, multi-surface and toilet bowl cleaner sheets, plus accessories such as reusable dryer balls and storage tins, all packaged in recyclable cardboard and sold via direct-to-consumer e-commerce, subscription, and retail.
Is Tru Earth a public or private company?
Tru Earth is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tru Earth founded?
Tru Earth was founded in 2019. It employs 101 to 250 people.
Where is Tru Earth based?
Tru Earth is headquartered in Port Moody, Canada, in the North America region.
How does Tru Earth make money?
Two revenue lines are on record. Direct-to-consumer e-commerce is the primary driver. The others are retail distribution.
Who are Tru Earth's main competitors?
Broad incumbents on record are Ecover, Seventh Generation, Method Products, The Laundress, Mrs. Meyer's Clean Day and Persil (Unilever). Emerging players are Branch Basics and Common Good. Direct peers are Dropps and Earth Breeze.
Does Tru Earth have an API?
No public API is recorded for Tru Earth.
What industry is Tru Earth in?
Tru Earth's product category is Eco-Friendly Household Cleaning Products. Its primary akta.pro industry code is CRAJAOAC, Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers), with a secondary code of CRAJAAAA, Laundry Detergents (Powder, Liquid, Pods/Sheets). Its NAICS code is 3256 and its SIC code is 2840.