Dr. Lava Tudo

What Dr. Lava Tudo does

Dr. Lava Tudo is a privately held Brazilian service company founded in 2012 and headquartered in Belo Horizonte that specializes in upholstery hygiene ("higienização de estofados"), offering professional cleaning and sanitization of sofas, chairs, mattresses, carpets, and related upholstered furnishings. The company's core product is a single service line — in-home upholstery cleaning and sanitization — delivered through a direct-to-consumer, field-service model in which technicians are dispatched to customer residences across Brazil. The firm employs between 101 and 250 people, consistent with a labor-intensive, operationally distributed service business rather than a software or technology platform.

The business is structured as a recurring subscription model aimed at residential homeowners. Pricing for the base upholstery sanitization plan starts at R$19 per month, positioning the service as an affordable recurring hygiene offering rather than a discretionary one-off cleaning. Customers subscribe directly through the company's website (drlavatudo.com) and receive scheduled in-home service. No additional modular products, add-ons, app, or technology integrations are disclosed in the source material.

Commercially, Dr. Lava Tudo operates with a single-segment (residential consumer), single-geography (Brazil), and single-product focus. There is no disclosed B2B or commercial channel, no funding history, no M&A activity, no partnerships, and no executive or management team information in the available data. The operating profile is that of a localized, founder-led, services-led SME with a subscription-style recurring revenue mechanic rather than a venture-backed or technology-driven business.

Name

Dr. Lava Tudo

Website

https://drlavatudo.com

Company type

Private

Founded year

2012

Headcount range

51–100 employees

Short description

Dr. Lava Tudo is a Brazilian subscription-based in-home upholstery cleaning and sanitization service founded in 2012, serving residential homeowners in Brazil with monthly plans starting at R$19.

Ownership category

akta.pro rank

Product category

Residential Upholstery Cleaning & Sanitization Services

NAICS

Carpet and Upholstery Cleaning Services (56174), Carpet and Upholstery Cleaning Services (561740)

SIC

Services-Miscellaneous Repair Services (7600)

akta.pro primary industry

Upholstery Cleaning (Sofas/Chairs/Mattresses) (HSAEAIAD)

akta.pro secondary industries

Carpet & Upholstery Deodorizing & Sanitizing (HSAEAIAF), Carpet & Upholstery Stain & Odor Removal (Pet/Smoke/Mold) (HSAEAIAE), Upholstery Cleaning (Sofas, Chairs, Cushions) (HSAJAJAC)

Keywords

• Upholstery cleaning services
• Furniture sanitization services
• Mattress cleaning services
• Carpet cleaning services
• Home hygiene services

Headquarters

HQ city

Belo Horizonte

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Upholstery Sanitization Services: Monthly subscription service for upholstery sanitization and cleaning. Customers pay recurring monthly fees starting at R$19/month for professional upholstery hygiene services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Core offering

Dr. Lava Tudo provides professional upholstery cleaning and sanitization services for residential furniture such as sofas, chairs, mattresses, and carpets. The service is offered on a recurring subscription basis starting at R$19 per month, with cleaning performed at the customer's home by the company's technicians.

Product overview

Dr. Lava Tudo is a subscription-based upholstery cleaning and sanitization service targeting residential customers in Brazil. The company offers a single core service — professional higienização (hygienization) of upholstered furniture — with pricing starting at R$19/month. No modular product architecture, add-ons, or separate product lines are identified in the available source material.

Differentiator

Problem solved

Functional benefit

Products and services

• Higienização de Estofados (Upholstery Sanitization) Professional in-home cleaning and sanitization service for upholstered furniture including sofas, chairs, mattresses, and carpets, offered on a recurring subscription basis starting at R$19/month to residential customers in Brazil.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves2 records

Expansion highlights1 record

Broad incumbents

• Merry Maids: Residential cleaning franchise providing recurring and one-time home cleaning services. Comparable residential target customer, recurring service model, and operational density in local markets.
• Stanley Steemer: Largest US-based carpet and upholstery cleaning franchise, operating a national network with similar in-home upholstery and carpet sanitization services. Highly comparable business model and customer use cases, though at much larger scale and US-focused geography.
• Molly Maid: Residential home cleaning franchise focused on recurring maid services. While not upholstery-specific, it shares the recurring in-home service model and homeowner target customer, making it a useful comparable for subscription-based home services.
• ServiceMaster Clean: Large commercial and residential cleaning franchise with upholstery and carpet cleaning as part of a broader janitorial and restoration portfolio. Comparable core service, but competes as a multi-service incumbent rather than upholstery specialist.
• Chem-Dry: Global carpet and upholstery cleaning franchise using a proprietary hot-carbonation process. Direct overlap in upholstery, carpet, and mattress sanitization services for residential customers, with a franchise model that mirrors Dr. Lava Tudo's localized service delivery.

Direct peers

• COIT Cleaning & Restoration Services: Established US franchise offering carpet, upholstery, drapery, and area rug cleaning for residential and commercial customers. Comparable service scope across upholstered and textile surfaces and similar in-home service delivery model.
• Zerorez: US-based carpet, rug, and upholstery cleaning franchise emphasizing residue-free, eco-friendly cleaning technology. Closely comparable service offering, target customer (residential homeowners), and positioning around deeper-cleaning and sanitization outcomes.

Others

• Cleanipedia: Unilever-owned cleaning tips and solutions resource, not a direct service competitor. Included as an ecosystem reference for consumer cleaning/hygiene demand in Brazil and Latin America.

Emerging players

• GetNinjas: Brazilian on-demand services marketplace connecting customers to home service professionals (including cleaning). Not a direct service competitor but a structural threat as an aggregator that can route customers away from specialized providers.

Regional players

• Dr. Clean: Brazilian home and office cleaning services brand offering recurring and one-time cleaning for residential customers. Comparable geography (Brazil), customer segment (residential), and subscription-style service model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DrLavaTudo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Dr. Lava Tudo