I decided to create a laundry detergent because I saw an opportunity to deliver a better product and experience, in a more sustainable way. It was an opportunity that I’d been seeking for a better part of a decade: to do good business, resulting in less environmental harm. I first developed an itch to create a business focussed on sustainability when I was 18. At the time I was working overseas as a stewardess on a boat and loving it. I'm an ocean baby through and through.

One day, I walked to the back of the boat and saw our deckhand throwing bags of rubbish overboard. Shocked, I asked him what he was doing. Shocked back, he responded, where do you think our trash goes? This was 2007. I pondered and researched and learnt that when we were at sea, it was perfectly legal, and normal to dump whatever you wanted so long as you were 12 nautical miles offshore. (This law was amended in 2013, it’s now illegal to dump certain types of waste, including plastic). It got me thinking very hard about trash. Until then, in my mind trash had always just "gone away". I didn’t realise ‘away’ meant landfill and often, the ocean - it’s still with us.

Standing in the supermarket aisle one day I was stumped looking at what laundry detergent to buy. I started to notice other things about the category too. Heaps of excess packaging. Very well disguised cost per wash. Very well hidden ingredients. The list went on. It was like the concept of sustainability had not yet hit the laundry aisle. I could do better. I just knew it. From development, to getting the first product to our customers, it took two years to create Dirt. To get it off the ground, I brought on three co-founders and enlisted the help of anyone who had hands (or paws).

You’ve probably gathered but I love the ocean. I love being outdoors and find that I never reset my mind more thoroughly than when I am somewhere on the water. In saying that, I love a great piece of content just as much as the next person. Whether it’s art, books, a great series or even a silly tiktok - I’d be lying if I didn’t say the ability of the human mind to invent and innovate didn’t excite me.

I am an absolutely freezing person - so I’m going to start by saying great socks are underrated. Apart from that, I love a pair of jeans, a plain top and a soft and cosy jumper. I’m leaning into my Mum Era.

I’m pretty practical when it comes to choosing new wardrobe pieces, my focus is definitely on quality over quantity. As a busy mum, it’s really important that the clothes I buy not only look and feel good, but are also made to last and withstand the mayhem of toddler life. I try to invest in pieces that are either pre-loved or Australian-made, aren’t driven by fleeting trends, and ideally made from sustainably sourced natural fibers.

When it comes to the world of sustainability and sourcing ingredients, the path isn’t always clear cut. That’s why Dirt’s philosophy is always about honesty and transparency; striking a balance between using ingredients that are as natural as possible, but actually work. When sourcing ingredients, I think about three categories. The “never ever's”, meaning harmful ingredients like phosphates, synthetic dyes, optical brighteners etc; the “use as needed”, meaning things needed for performance that are carefully measured, such as preservatives and water; and the “use freely”, which make up 99% of our ingredients, including plant-based surfactants, organic enzymes and natural scents. Sustainability isn’t just a buzzword for us, we just try to focus on what matters - a great product that does less harm to the planet.

I’m a big advocate for a ‘wear more, wash less’ mindset. Every wash puts more wear and tear on your clothes, because the process uses friction on the garment’s open fibers in order to release the grime. In particular, things like wool jumpers and denim jeans are champions of longevity. It’s not just your clothes that will thank you - doing just one less load a week reduces your energy usage and water consumption in the long run to show a bit of love to the planet.

Absolutely, the quality of our ingredients are at the heart of everything we do, just like you guys at Cloth & Co. We use high grade, organic or natural varieties of ingredients wherever possible - it’s not only about powerful cleaning but also creating a healthier home environment. 

A lot of other laundry detergents throw in synthetic fragrances, dyes, and optical brighteners, which can really irritate the skin. When we formulated Dirt, it wasn’t exactly our intention to create a product specifically for sensitive skin, but over time, we’ve had overwhelmingly positive feedback that it works really well for people who suffer from eczema and irritation.

I’ve learned that bigger isn’t always better – a bigger team can often mean bigger overheads. I’ve always maintained treating my team with the utmost respect and integrity and naturally, I expect that in return. I’ve also learned how important it is to listen to my gut when something or someone isn’t right for the team’s ever important culture. As an entrepreneur, I’ve learned my superpower is trusting people in my team – trusting them to bring their best skill set and their creativity and intelligence to the table because when they’re given the opportunity to shine and rise as opposed to being micromanaged, that’s when magic really happens. 

 “Put one dumb foot in front of the other and course correct as you go.”

I love that it assumes no one really knows what we are going, that life is a journey, and that the way to progress is to just keep learning.