‘Intentional about being distinctive’: How one cleaning brand is looking to create its own ‘white space’

Marketing for cleaning products has traditionally centred on the power to kill germs and bacteria, with buyers tending to pick what they need in-store alongside the rest of their weekly shop.

Rarely is it associated with wellness and luxury. However, direct-to-consumer (DTC) cleaning brand Purdy & Figg is on a mission to change that.

The brand, founded in 2020, wants to make cleaning “pleasurable” by redefining how people perceive and interact with cleaning, ultimately driving growth in a new category at the “intersection of wellness and cleaning”.