Dip is not a normal cleaning company

We never meant to start a cleaning company. We were making reusable coffee pods at the time, for the simple reason that the two of us love coffee.

Then we spotted a trend beginning to explode in North America: laundry detergent as a paper-thin sheet. Lighter to ship, no plastic jug, easier to use and, honestly, way cooler. It was a chance to make a far bigger impact than pods ever could.

We spent months creating our first sheets to test with the UK market. Everyone loved them. The accident became Dip.

Neither of us liked cleaning, and that turned out to be the whole advantage. The theory was simple: if we can make ourselves love it, we can make anyone love it.

Beyond the theory, we had found a purpose. Cleaning is an archaic global industry, dominated by the same giants for a century, with a problem we could not ignore. So we set out to explore every inch of it and learn every way it could be done better.

The first cause was plastic waste and protecting the environment. But the more we learned about the industry and its loopholes, the more work we found. Words like “surfactants” and “fragrance” can sit on a label without really meaning anything: “fragrance” alone can legally stand for a blend of 50 to 200 chemicals that nobody has to name, and that is where compounds harmful to health get to hide.

We realised transparency is not a requirement in this industry. In fact, quite the opposite. So we publish everything, component by component, and we are leading the industry to a higher standard.

Dip and a wave of other challenger brands are making a splash, and we can see the industry changing as more people look behind the curtain.

We are not going to stop until the norm is transparency, integrity and an honest, relentless effort to make products that are better for your health and the planet. Future generations will grow up with better.