Brand Architects: Angie Tran and Bernard Law of Kind Laundry

A couple sitting in their living room, dreaming up ways to leave a lasting impact on the world. That's how Kind Laundry began - with Angie Tran and Bernard Law brainstorming ideas that aligned with their values of sustainability and wellness.

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Join Bora Celik as he chats with Angie Tran and Bernard Law, the founders of Kind Laundry.

"We needed to do something we're proud of," Bernard recalls. "Something we'd want to pass on to our children."

Their eureka moment came when Angie stumbled upon laundry detergent sheets popular in Asia. The light bulbs went off instantly. They saw potential to improve the product, make the packaging more sustainable, and introduce it to a new market.

But how do you go from idea to reality? For Angie and Bernard, it meant tapping into their e-commerce experience and getting creative.

"In the beginning, when you're trying to get your first 100 sales, you're desperate," Angie admits with a laugh. "So you do anything."

That "anything" included Angie physically knocking on doors of local retailers during the pandemic, convincing them to stock Kind Laundry products - sometimes even on consignment. Talk about hustle!

Their breakthrough came from an unexpected source: a simple iPhone video. Bernard filmed Angie demonstrating their product, washing clothes by hand in a bucket. That homemade ad, run on Facebook, struck gold.

"We knew we had something," Angie says. "We weren't trying to target the masses. We were after people interested in eco-friendly, non-toxic products."

The journey hasn't been without challenges. Educating consumers about a new laundry format is an ongoing process. Even today, Bernard chuckles, recounting demos where people still ask, "So, I put this in my dryer, right?"

But the passion behind Kind Laundry is evident. They've eliminated over 500,000 single-use plastic jugs so far - a number that keeps growing. And they're not stopping there.

Looking ahead, Angie and Bernard are excited about transforming laundry from a mundane chore into a "ritual of self-care." Think luxury-inspired scents that make you actually look forward to laundry day. (Yes, really!)

"We're trying to create an experience with our products," Angie explains. "Beautiful scents that make you feel happy or joyful when you smell them after laundry."

From a living room daydream to revolutionizing how we think about laundry - Kind Laundry proves that with the right idea, a lot of hard work, and a dash of homemade video magic, you can build a business that's both successful and kind to the planet.

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