It all started in the '90s
Sean Busch’s relationship with cleaning started early—at 16, he launched a mobile car detailing business to fuel his love for cars. That business paid for college and taught him the value of obsessive attention to detail.
After a stint in healthcare sales and a crash course in e-commerce at a CPG startup, Sean co-founded Puracy, a natural cleaning and baby care brand targeted at moms, in 2013. Puracy eventually became a household name and sold at Target, Walmart, and Amazon.
After decades in the industry, 29,000 hours of cleaning product development, and years of real life at home—one thing became clear:
The problem wasn’t effort.
It was the products.
So we built something better.
What is DadMode?
DadMode isn’t about dads. It’s a mindset.
It’s the moment you stop waiting and just handle it.
The spill on the couch.
The stain that didn’t come out the first time.
The smell you hoped would disappear on its own.
Someone steps up.
That’s DadMode.
Cleaning products were stuck in the past.
For decades, cleaning brands talked to one person—and designed products that didn’t always work when it mattered.
At the same time, households changed.
More people are sharing responsibility at home. Expectations are higher. Messes are real.
But the products? Still the same.
We built DadMode to fix that.
This isn’t just clean. It’s handled.
Most “clean” brands make tradeoffs.
We didn’t.
DadMode is powered by a 7-enzyme system designed to break down stains and eliminate odors at the source—not cover them up.
Food. Sweat. Blood. Oil. Whatever it is—we go after the cause, not the symptom.
Because when it needs to get done, it should work the first time.