How Kate Hardy Built Home & Laundry Into a Brand Where Style Meets Sustainability

Photo Credit: Kate Hardy

For years, choosing sustainable household products came with an unspoken trade-off. They were better for the planet, but rarely designed to be seen. Bulky plastic containers, clinical branding, and lowered expectations around performance meant eco-friendly options were often tucked away under the sink, out of sight.

Home & Laundry was created to exist in the space where sustainability, design, and performance no longer have to compete.

Kate Hardy, founder and CEO of Home & Laundry, didn’t set out to build a laundry brand. Like many meaningful ideas, it began with a small but honest moment of frustration at home. Standing in her carefully styled laundry, she noticed the bright blue plastic detergent box sitting on the shelf and thought, why does this have to look so awful?

At the same time, the laundry care industry was undergoing significant growth. The U.S. laundry care market was estimated at USD 24.87 billion in 2024 and is projected to grow at a compound annual growth rate of 6.2% from 2025 to 2030. On a global scale, the eco-friendly laundry detergents market was valued at USD 44.61 billion in 2024 and is expected to reach USD 68.56 billion by 2033, growing at a CAGR of 4.89%.

As consumers become more conscious of what they bring into their homes, demand has shifted toward biodegradable, non-toxic formulas. Yet many eco-friendly products still fall short when it comes to thoughtful design.

Built From the Heart of the Home

Kate wanted eco-friendly living to feel easy, not like a compromise. That idea sits at the centre of Home & Laundry, which offers low-waste alternatives to traditional laundry and dishwashing products.

Made with plant-based, high-performance ingredients, Home & Laundry offers eco sheets and eco pods designed for both laundry and dishwasher use.

“I didn’t want to choose between products that worked and products that felt good to use,” Kate says.

Home & Laundry is a family-run business, built and managed in-house by Kate and her husband as they learned e-commerce and grew the brand alongside family life. “It’s truly been a labour of love from our family to yours.”

Photo Credit: Kate Hardy

A New Standard for Home Care

Two principles sit at the heart of Home & Laundry: sustainability and family life. Rather than framing eco-conscious choices as compromises, the brand was built around the belief that they should integrate seamlessly into everyday routines. The aim is to create products people can use comfortably in their own homes.

Operating as a family business shapes how decisions are made. It brings a heightened sense of accountability and a focus on longevity, prioritising usefulness and quality over rapid expansion. Every choice is considered through the lens of real life: what works, what lasts, and what genuinely adds value to the home.

Practical tips inspired by Home & Laundry:

• Be selective rather than excessive. Having fewer, reliable household products can make daily routines simpler and reduce waste.
• Let sustainability fit naturally into your space. When practical items are thoughtfully designed, they are easier to use consistently rather than treated as occasional alternatives.
• Pay attention to how things are made. Businesses that are closely involved in what they produce often prioritise care, safety, and long-term use over quick wins.

Home & Laundry is proof that sustainability doesn’t have to feel like a sacrifice. It can be an indulgence. A quiet luxury that supports the planet, protects your family, and makes daily life just a little more beautiful.

Disclaimer: Written in partnership with APG.