D2C Startup Truman’s Gets $5 Million Seed Investment

Want to share this story?

The company behind popular brands like All, Persil and Purex Detergents, Dial Soap, and Snuggle Fabric Softeners, has taken the lead in launching another brand.

Truman’s, a direct to consumer cleaning products company, has landed a $5 million seed investment from Henkel, the owner of those aforementioned brands. It leads Truman’s funding round, while Bolder Food Group, Starting Line and Uncommon Denominator participate in the round.

Truman’s is make for people who have come to dislike the clutter of conventional cleaning products. There are four non-toxic cleansers for the entire home: Floors Truly, Everything and the Kitchen Sink, More Shower to You and The Glass Is Always Cleaner. Truman ships the refill cartridges straight to the home, eliminating the need for single-use plastic bottles from conventional products.

“The partnership with Henkel validates that Truman’s is leading the effort to drive progress in the cleaning industry,” says Jon Bostock, Truman’s Co-Founder and CEO in a statement. “Cleaning should be simple, convenient and environmentally friendly.”

Truman’s launch follows several recent successful D2C startups such as Warby Parker, Harry’s, Glossier, Away and BarkBox.