Ecoegg: A Chat with Our Founder, Dawn, on Where It All Began

Have you struggled with skin sensitivity and finding a detergent that works well for your skin? Perhaps not so much now but back in 2008 our founder Dawn ran into the same issue. But back then there wasn't much of a market for laundry detergents that are both safe for sensitive skin and affordable. So, Dawn decided to create a product that would fill that gap. 

We thought we’d take you back to the beginning and share a little more about the origins of ecoegg. From Dawn’s own experience with skin sensitivity, to her daughter Indy’s experience, and the journey that ultimately led to the creation of the Laundry Egg. 

 What was happening in your life that made you question the laundry products you were using? 

My eczema started in my early teens which was possibly at the worst age! I was self-conscious enough and my eczema greatly impacted my teenage insecurities. I played a lot of sport, and it was soon after playing that my eczema would flare-up.  I later realised that after sweating my pores would open and absorb the chemical detergent residue left in my sports clothes aggravating my eczema.  

Same for sleeping, particularly from my pillowcase, this greatly affected the skin on my face.  I always thought it was my hair products or face creams causing the issues, again I later realised it was the laundry detergent residue on my pillowcase, particularly with detergents that contain strong fragrances. 

Was there a particular moment when you thought, “There has to be a better way”? 

When shopping around, I soon realised there was nothing on the market that suited my skin and nothing at all at the time that didn’t contain a strong fragrance. It’s the fragrances that affect my skin the most (something I also learnt through trial and error) this sparked the idea to create my own laundry product.   

I remember the first call I made to the National Eczema Society, asking their advice on what cleaning products people with eczema and psoriasis can use on their clothes.  They suggested that sodium bicarbonate can be tolerated and sometimes help people with more severe skin conditions, it’s also a great natural cleaner on stains.  

It can only be used for hand washing though, you can’t overload your machine with sodium bicarbonate as it would rust any metal in the machine.  I knew this was a starting point though and the main cleaning ingredient I needed to try and use, as there was nothing else out there in the market using this. 

Did you initially set out to create a business, or were you simply trying to find a better solution for yourself?  

I set out to create a business developing products that could help others as well as myself, though I never imagined at the time that it would become the size of business that it is today.  

What was the biggest challenge you faced turning your idea into a real product? 

Keeping the cost for our customers low and making each product affordable. I wanted everyone who suffers from sensitive skin and for those who care about what they put on their skin and their baby's delicate skin to be able to afford the Ecoegg Laundry Detergent Egg. 

The big players such as P&G and Unilever who still rule the laundry detergent isles in the supermarkets, produce their products on mass, so they can keep their price point down.  For new smaller, often eco companies we can’t produce on such mass scale so our production costs are much higher, so it’s a great challenge trying to create a decent eco product that is also low irritant and low allergen, that people can afford. 

As ecoegg developed, your daughter Indy became another important part of the story. How did this impact the way you thought about laundry and influence the future direction of ecoegg? 

Becoming a new mum suddenly made me hyperaware of every ingredient I was putting on to my daughter's skin.  I personally only use our sensitive skin range, as any form of fragrance brings her out in hives and mild eczema (unfortunately she takes after her mum here).  

At ecoegg we only want to develop products that we would feel safe using at home with our own children, so all products are developed to be kind to your skin as well as being kind to the environment. 

When did you first realise that ecoegg wasn't just solving a problem for you, but for other people too?   

In the beginning we would exhibit at various product shows, customers who’d bought from our stall would come back a few days later with a friend or family member, encouraging them to try us out and letting us know how much they loved the product and how it had helped their skin or would help them save money.   

This word of mouth quickly spread. We started to receive testimonials from our lovely customers, showing us their before and after photos of their skin and sharing more about how our laundry detergent had helped clear up their and their children's eczema. We still receive and hear these success stories from our lovely customers every day and to this day this is still one of the most rewarding parts of the business.   

What was the biggest lesson those early years taught you? 

There were many lessons learnt the hard way! Pushing vigorously to get listings in the main supermarkets too early was a hard and expensive lesson learned. Unless you have a huge pot of investment and marketing budget behind you, it is better to grow a little more organically and build momentum before expanding into large retail stores. 

Looking back to 2008, what are you most proud of, and what would you tell the Dawn who was just starting out? 

Considering all that has happened, I am most proud that ecoegg has survived the past 18 years in such a highly competitive sector of the market.   

I would tell the old Dawn to be more confident and never be afraid to stand up for what she believed in, especially at times when I was told that products that are better for our environment are not a necessity. 

What part of the original idea behind ecoegg has remained the same? 

All three reasons I started the business have remained the same, even more so in recent years.  

To create products that are kind to people’s skin, growing awareness of greenwashing by encouraging people to check beyond the ingredients labels of products they are purchasing. 

Only creating sustainable products that are kind to the environment. Not creating products to just fill a convenient need, these are the products that often contribute most to polluting the planet. 

Finally, ensuring our products are affordable for everyone was just as important when we started as it is today. Sustainability should not be a luxury, and we remain committed to making environmentally conscious choices accessible to as many people as possible.