Our Story

How We Got Here

MNML was founded in Melbourne, Australia in 2021 - born from a decade spent inside the consumer goods industry, watching a category full of potential stay stubbornly stuck in the past. 

2021 - The idea takes shape.

After 10 years in FMCG (consumer products), we kept coming back to the same frustrations: products loaded with unnecessary and cheap ingredients, packaging designed to be hidden, and a category that treated fragrance as decoration rather than function. We believed there was a better way, and that the laundry aisle was long overdue for it.

2021–2023 - The research years.

We spent years developing formulas across multiple categories, partnering with world-leading researchers in neuroscience and wellbeing. We weren't trying to put a nice scent in a laundry capsule - we were building clinical proof that fragrance could meaningfully improve sleep and wellbeing.

That rigour slowed us down. We're glad it did.

May 2024 - MNML launches in Australia.

We launched our first laundry capsule range with deliberate restraint. Two products. No unnecessary anything. Chamomile and Citrus - both clinically proven, both built to deliver functional benefits that last all week, not just on wash day.

The response told us everything we needed to know: our customers loved it.

2025 - MNML crosses the Pacific.

We launched across the US natural grocery channel, finding our people in the stores where customers already shop for products that take plastic free packaging and wellbeing seriously.

Early 2026 - Sprouts. Target. And growing.

MNML launched into Sprouts nationally and selected Target stores - bringing neuroscience-backed laundry to more shelves, more homes, and more Sunday Resets across the country.

Now MNML has a range of 15 products, extending our range with a third fragrance, new detergent formats and laundry accessories.

We're just getting started…