From Laundress to Reinvention: Gwen Whiting’s Journey in Building, Selling, and Relaunching a Cleaning Brand with Purpose

Gwen Whiting shares her journey of founding The Laundress, a niche cleaning products brand she launched in 2004, which became a pioneer in fabric care and home cleaning. After 16 years of

growing the business, Unilever acquired it in 2019, but Whiting reveals her disillusionment with the company’s handling of the brand, including a public recall that tarnished the reputation

of the products she created. Despite her exit, she felt compelled to return to the cleaning industry when customers reached out, leading her to launch a new wellness-focused cleaning brand.

This time, she emphasizes sustainability, eco-conscious packaging, and aromatherapy-infused products, while fostering a sense of community through a members-only model. Whiting reflects on

her growth as a founder and the challenges of navigating the aftermath of a business sale, ultimately reinventing her passion for fabric care with a more mindful, elevated approach.