The Dirt Company ad: The Dirt Company

When I started Dirt, it wasn’t because I loved detergent. It was because I hated waste. Every supermarket aisle felt like the same story: giant plastic bottles, watered-down formulas, disposable everything. All in the name of “clean.” But clean shouldn’t cost the earth. So we built Dirt differently. Super-concentrated formulas — no shipping water. Plant-based, organic ingredients — tough on odours, gentle on skin. Refill returns — because single use packaging lasting longer than a single wash didn't sit right. Made here in Australia — close to the people who use it. Eight years on, there's a huge community of people cleaning with Dirt. Nearly 5,000 have left us an 4.9-star reviews. But this was never just about detergent. It’s about a mission. To prove that business can do less harm. That we can make things locally, and profitably, while also delivering value. That the everyday things we use — the ones hiding in cupboards, in laundries, in routines — can be redesigned to tread lighter. This is where clean begins. We hope you'll be a part of it. — Frankie, Founder of The Dirt Company