How Gwen Whiting Created a New Category in Cleaning – Then Did It Again

In this interview, Gwen Whiting, founder of The Laundress, reflects on pioneering the niche category of eco-friendly, wellness-focused cleaning products and the personal cost of selling her

company to Unilever, a deal she describes as disillusioning after a major product recall damaged the brand's reputation. Motivated by a sense of loyalty to her longtime customers and a

desire to reclaim her identity, Whiting has launched a new venture, The Fill—a members-only, wellness-centered brand offering curated products, education, and a sense of community. She

emphasizes the value of small business, personal connection, and purpose-driven entrepreneurship over large-scale retail expansion.