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It all started back in 1999
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.
Then came COVID
Working from home meant Sean spent more time helping with housework, and a revelation hit: the cleaning industry is stuck in the 1950s. Brands like Mrs. Meyer’s, The Laundress, Miss Mouth’s, Nellie’s, Aunt Fannie’s, and Grandma’s Secret Spot Cleaner were still talking to women, ignoring the rise of dads stepping up indoors. And let’s face it, cleaning products for dads didn’t exist.
Dads who clean more get laid more
Sean realized dads were underrepresented, underserved, and, frankly, underestimated. Dads clean differently—they want products that work the first time, look cool, don’t smell like flowers, and pass the "mom test" (read: clean ingredients). Enter DadMode: badass, effective cleaning products that empower dads to crush household messes, be role models, and maybe, just maybe, cash in on some “choreplay” (Google it, it’s real).
Embrace the chaos
With over 95% natural ingredients, sustainable aluminum packaging, and a signature Sandalwood & Suede scent, DadMode is here to make dads the heroes of the house.
Because life’s messy, but those messes?
They make the best memories.
