Have you ever wondered what it takes to hit pause on a thriving business, only to come back stronger? I’ve always been fascinated by entrepreneurs who dare to take the road less traveled, especially when the stakes are high. In 2015, three women—let’s call them the fearless trio—did just that. They shut down their cleaning products startup, which was raking in $2 million annually, because they believed in something bigger than quick profits: trust and transparency. What happened next? A rebuild that skyrocketed their revenue to $34 million in just a few years. Let’s dive into their story and uncover the lessons we can all learn from their bold gamble.
The Courage to Pause and Pivot
Starting a business is tough, but hitting the brakes on one that’s already successful? That’s a whole different kind of courage. The trio behind this eco-friendly cleaning brand launched their venture in 2012, tapping into the growing demand for plant-based, preservative-free products. Their flagship product was a concentrated cleaning solution you’d dilute at home—a simple idea that resonated with health-conscious consumers. By 2015, they’d built a loyal customer base and were celebrating their first $2 million year. But there was a catch.
Their supplier’s formula, while effective, came with a vague ingredients label. Customers started asking questions, and the founders didn’t have clear answers. In an industry where transparency is increasingly non-negotiable, this was a red flag. Instead of brushing it off or quietly reformulating, they made a jaw-dropping decision: shut down the entire operation. For 18 months, they stopped sales, let go of their small team, and went back to the drawing board.
It was the hardest decision we ever made, but we couldn’t keep selling something we weren’t 100% sure about.
– One of the co-founders
Why Transparency Mattered More Than Profits
In my experience, businesses that prioritize trust over short-term gains tend to win in the long run. The founders’ decision wasn’t just about fixing a product; it was about aligning their brand with their core values. They believed that if they couldn’t be fully transparent about what was in their bottles, they were betraying their mission to help people create healthier homes. This wasn’t just a business move—it was personal.
The cleaning industry doesn’t legally require ingredient disclosure, which gave their supplier an excuse to keep the formula under wraps. But the founders weren’t having it. They wanted a product they could stand behind, one that customers could trust without hesitation. So, they took the leap, even though it meant starting from scratch with no guarantee of success.
Surviving the Pause: Grit and Side Hustles
Shutting down a business is one thing; keeping the dream alive during a hiatus is another. Two of the founders turned to babysitting to make ends meet, while the third went back to environmental consulting. Picture this: three women, juggling personal lives (two of them welcomed newborns during this time!), financial stress, and the daunting task of reformulating a product with zero chemistry backgrounds. It’s the kind of scenario that would make most people throw in the towel.
Yet, they persisted. They reached out to chemists at co-manufacturing facilities, diving headfirst into the world of product development. They tested hundreds of formulas, sometimes on their own skin to ensure safety, until they landed on a proprietary blend they could call their own. This wasn’t just about creating a new product—it was about proving to themselves and their customers that they were all in.
We had no business trying to figure this out on our own, but we knew we had to.
– A founder reflecting on the process
The Comeback: From Pre-Orders to Millions
By mid-2016, the founders were ready to test the waters. They started taking pre-orders for their new formula, and the response was overwhelming—thousands of orders poured in. This gave them the capital to place a purchase order without sinking too much upfront cash. By June 2017, they were back in business, this time with a product they fully owned and a renewed sense of purpose.
Their comeback wasn’t just a soft relaunch; it was a rocket ship. By 2023, their company was pulling in $34 million in gross sales, with a lean team of 30 employees. They’d gone from hand-filling bottles to partnering with major retailers like Target, proving that their gamble had paid off in spades.
Key Strategies Behind Their Success
So, what can we learn from this trio’s rollercoaster journey? Their success wasn’t a fluke—it was the result of deliberate choices and relentless execution. Here’s a breakdown of the strategies that fueled their comeback:
- Owning Their Formula: By developing their own product, they gained control over quality and boosted profit margins.
- Listening to Customers: Addressing concerns about transparency built trust and loyalty.
- Smart Marketing: Partnering with influencers and growing a massive social media presence (over 500,000 followers) amplified their reach.
- Expanding Product Lines: Adding items like laundry detergent and dishwasher tablets diversified their revenue streams.
- Strategic Partnerships: Their recent retail deal with a major chain opened new growth avenues, despite the risks.
Each of these moves required bold decision-making, but they all stemmed from the same core belief: doing the right thing pays off. It’s a reminder that sometimes, the hardest choices lead to the biggest rewards.
The Power of Teamwork and Vision
One thing that strikes me about this story is the strength of the founders’ bond. They weren’t just business partners—they were family, with one founder being the aunt of another. Their shared vision of creating healthier homes kept them grounded, even when the odds were stacked against them. They also brought in new leadership, including a CEO and CFO who became co-owners, ensuring everyone was aligned on the company’s goals.
This kind of collaboration isn’t easy to pull off. I’ve seen plenty of startups crumble under the weight of conflicting egos, but these founders leaned on each other’s strengths. Their ability to stay united through uncertainty is a lesson for any entrepreneur looking to build something lasting.
Navigating the Risks of Retail Expansion
Fast forward to 2025, and the company is at a new crossroads. Their recent move into brick-and-mortar retail is a bold step, but it’s not without challenges. The retail landscape is tricky—foot traffic in stores has been declining, and shelf space is a battleground. As their CEO put it:
If we can’t translate our direct-to-consumer success to retail, our company’s growth will be limited.
– The company’s CEO
This pivot reminds me of a tightrope walk. On one hand, retail exposure could skyrocket their brand; on the other, it’s a high-stakes gamble that could strain their resources. Yet, given their track record, I wouldn’t bet against them.
Lessons for Aspiring Entrepreneurs
What’s perhaps the most inspiring part of this story is how it challenges conventional wisdom. Most business advice tells you to keep pushing forward, no matter what. But sometimes, the smartest move is to pause, reflect, and rebuild. Here are some takeaways for anyone looking to start or grow a business:
- Trust Your Gut: If something feels off, don’t ignore it. Addressing it head-on can set you apart.
- Prioritize Transparency: Customers value honesty, and it’s a competitive edge in any industry.
- Embrace Risk Wisely: Big moves require careful planning, but they can lead to massive payoffs.
- Build a Strong Team: Surround yourself with people who share your vision and complement your skills.
- Stay Agile: Be ready to pivot when new opportunities (or challenges) arise.
These lessons aren’t just for entrepreneurs. Whether you’re running a side hustle or climbing the corporate ladder, the principles of trust, resilience, and adaptability apply universally.
What’s Next for the Fearless Trio?
As the company eyes further growth, the founders are clear about one thing: they’re not done taking risks. Their retail expansion is just the beginning, and they’re already exploring new ways to innovate in the $40 billion cleaning products market. Will they disrupt the industry giants? Only time will tell, but their journey so far suggests they’re not afraid to shake things up.
For me, this story is a reminder that success isn’t always a straight line. Sometimes, it’s about having the guts to step back, reassess, and come back stronger. The next time you’re faced with a tough decision, maybe you’ll think of these three women and their incredible comeback. What’s the bold move you’re ready to make?
| Milestone | Year | Impact |
| Launch | 2012 | Introduced plant-based cleaning concentrate |
| Shutdown | 2015 | Halted sales to reformulate product |
| Relaunch | 2017 | Returned with proprietary formula |
| Growth | 2023 | Hit $34M in gross sales |
| Retail Expansion | 2025 | Partnered with major retailer |
Their story isn’t just about numbers—it’s about vision, grit, and the power of doing things differently. So, what’s your next big move?
