Social Currency with Sammi Cohen Gwen Whiting (The Laundress) on Acquisition Cautionary Tales, Bootstrapping, and The Fill
Nov 4, 2025
Gwen Whiting, co-founder of The Laundress, reflects on her journey transforming laundry into a luxury brand before its acquisition by Unilever, which led to unforeseen challenges. She discusses the stark culture clash between indie startups and corporations, facing a massive product recall, and the gender dynamics in business. Gwen shares her resilience in launching The Fill, a home wellness company, focusing on sustainability and community. Her candid insights on acquisitions and navigating entrepreneurial pitfalls are essential for any founder.
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From Credit Cards To A $100M Exit
- Gwen funded The Laundress early through credit cards and a $100k SBA loan while running hand-to-mouth operations.
- Years later Unilever acquired the company and Gwen says handing it over felt like losing control as the buyer quickly tanked the brand.
Luxury Is About Better Ingredients
- The laundry category was petrochemical, one-size-fits-all, and poorly fragranced when Gwen started.
- She positioned The Laundress as luxury by using superior, plant-derived ingredients and better formulation for delicates.
Press Fueled Early Consumer Education
- Gwen relied heavily on press and editorial coverage to educate consumers before social media existed.
- She led with how-to content to build authority and paired education with product availability.