DadMode Liquid Laundry Detergent is the best laundry detergent on the planet

This post will likely result in legal letters or Cease & Desists from Big CPG. It wouldn’t be my first and it won’t be my last.

I spent 10 years building Puracy. We had laundry detergent in our portfolio from Day 1. We modified and improved that detergent 3 times over my tenure with that brand. It is an excellent detergent.

When I set out to create DadMode’s product line, I brought 25+ years in the cleaning space to the table. I live and breathe cleaning. I’m a complete nerd about it. I once did an 11-page blog article on a microfiber towel we developed at Puracy. I went through exactly 47 iterations over 4.5 months of Puracy’s Natural Body Wash to remove 2% of sulfates from the formula to ensure it would behave identically to the sulfate version. It ended up being better. 

There were insights I pulled from my time at Puracy that I will now share here. While DadMode is a new brand, this isn’t my first rodeo. Our chemistry team and ingredient suppliers can go toe to toe with any Big CPG brand. DadMode’s Deep Stain Remover was recently awarded a Top 3 award from an independent stain removal test vs. all stain removers and detergents on the market from a prominent laundry expert. When you combine that with my disdain for what Big Laundry is doing to the world, the final product is personal.

Here are some facts about the laundry industry.

• Laundry Detergent has to work the first time. This is what people care about, first and foremost. Everything else is a cherry on top.
• People change laundry detergents 4-5 times in their lifetime (when they move in with a partner, when they have a child, when they develop a skin sensitivity, when there’s new innovation that sways them to shift, when household budgets change). It’s one of the “stickiest” products that people use. Its why Big Laundry has prevailed all these years. They can spend more on marketing because their LTV is measured in years (sometimes decades).
• Free & Clear was born because Big Laundry uses harsh perfumes and dyes at high concentrations that irritated consumer’s skin. They, effectively, created a new revenue stream built off garbage they put into the formulas in the first place.
• Big Laundry’s business model is built on waste. Both bottles pictured clean 64 loads of laundry. Did you know that when Big Laundry changes their bottle shape and size to smokescreen a price increase, the one thing that doesn’t change is the cap size. Why? Because Big Laundry knows that almost nobody uses the actual fill line for detergent measuring. It’s a reference point but you almost always add more than you need (cleaner clothes, amiright?
  • And “Pods” or “Pacs” aren’t excepted here. Remember when it was 1 per load? Yeah, not anymore. They now recommend 2 per load, sometimes 3! This ends up being close to $1 per load if you follow their guidance.
• Big Laundry is one of the largest contributors to plastic and microplastic waste in the world. The white bottle is virgin HDPE plastic and filled almost all (>75%) water. These are not refillable and 90% of them never get recycled. Instead, they break down and leech microplastics into our waterways, ultimately making it into your drinking water. We now know that microplastics in your body take years off your life. In fact, when you cut it in half, you’ll see there are 3 different layers of plastic. These bottles are nearly impossible to recycle. They do this so they can control the visual real estate on shelves at big retailers.
  • “Pods” and “Pacs” are not excepted here, either. Big Laundry could easily put them in resealable flexible pouches (80-90% less plastic than rigid plastic) but they don’t. Why? Visual merchandising. People will pay more because the packaging looks more official.

Here’s how DadMode has solved for these.

• A highly concentrated 8x formula with powerful surfactants and ALL 7 enzymes. Stains and odors be gone. The first time. 10 pumps for XL loads, 7 for large, 5 for medium. No OD’ing. 64 loads from a 16-ounce bottle. Small footprint, easy to dose, easy to hold. Refilling takes less than 30 seconds. I think it looks pretty cool, too.
• Dad presents a unique angle to break into one of the most coveted rooms in the house – the laundry room. Women have traditionally been the gatekeepers here. With dads offering to do laundry (seriously, who is going to turn down help here?), they become our ambassadors. DadMode has both a world class stain remover AND laundry detergent. This combo will meet or beat anything on the market when it comes to stain and odor removal, and a clean, fresh aroma.
• DadMode is a “clear” detergent (no dyes) and the fragrance is mostly natural; it is free from phthalates, parabens, palm oil, food allergens, any REACh substances of very high concern (SVHC), and more. If you want the full list, DM me for the 3-page doc from our fragrance development company. Sandalwood & Suede enhances laundry time and when you put that fresh shirt on. It’s not designed to be a perfume. It’s designed to enhance but not overpower.
• A pump bottle ensures exact dosing every time. Just like your hand soap, we felt pumping laundry detergent into the machine was second nature and ensured a perfect dose. The cherry on top? It’s neat and tidy. No more sticky measuring cup collecting dirt.
• An aluminum laundry detergent bottle is the future. It’s as durable as plastic but doesn’t shatter like glass. Liquid laundry detergent doesn’t puncture like a “pod” or “pac.” In the off chance you want to dispose, over 70% of aluminum is recycled and ends up in beverage cans months later. Did I mention aluminum can be infinitely recycled? The DadMode bottle is durable, refillable aluminum with the overwhelming majority of ingredients being active. The bottle is designed to dent, scratch, and refill. Patina shows that it’s getting used.

You can probably tell that I have a huge chip on my shoulder about this topic. I’m passionate about great products and quite vocal about ones I feel are pulling the wool over people’s eyes. I hope this post brought some value to you. If I taught you something new today, please share it below.