The Clean Laundry Brand I’m Loving this Spring

There’s something about spring that makes me want to reset everything—my routines, my home, and even the small details like fresh sheets and clean laundry.

When I discovered Wishing Well, a Minneapolis-founded, clean laundry brand, created by two women in their 20s (Sarah and Samantha), I knew I wanted to learn more. Their mission—to transform laundry from a chore into an act of self-care—felt deeply aligned with everything I believe about living intentionally.

I asked them a few questions about their story, their clean formulation, and what they hope to change about the everyday laundry experience.

Here’s what they shared.

Clean Beauty Matters: How Did It All Get Started?

Wishing Well:
We founded Wishing Well in 2023 while working in investment banking. We were inspired by founders we met professionally but personally frustrated with detergents that felt harsh on skin, filled with questionable ingredients, and packaged in bulky plastic.

We spent over a year developing our formula with a chemist while still working our corporate jobs. In 2024, we left those careers to build Wishing Well.

Our goal was simple: create something safe, beautiful, and intentional for a product people use every single week.

Clean Beauty Matters: What Does “Clean Laundry” Mean to You?

Wishing Well:
Clean laundry should feel good in every sense—soft, fresh, and comfortable for everyday life.

It’s also a reset ritual. Fresh sheets at the end of a long day or clean towels can completely shift your mindset and make home feel calm and cared for again.

Clean Beauty Matters: What Makes Your Formula Different?

Wishing Well:
We created an ultra-concentrated formula designed to remove real-life stains and odors while avoiding harsh additives that can irritate skin or wear down fabrics.

We wanted powerful cleaning without compromise.

Clean Beauty Matters: What is your Commitment to Sustainable Packaging?

Wishing Well:
We chose aluminum packaging from day one because it’s infinitely recyclable and reduces waste.

If we’re asking people to be intentional about what touches their skin and their clothes, we want to be just as intentional about what we put out into the world.

Clean Beauty Matters: What is One Laundry Habit You Wish Everyone Would Change?

Wishing Well:
Use less detergent.

Most people are using far more than they need, which causes buildup on fabrics and wastes product. With a concentrated formula, a few pumps get the job done.

Clean Beauty Matters: What is Your Advice to Other Women Building Something New?

Wishing Well:
Start before you feel ready.

Confidence comes from doing, not waiting. And community makes all the difference.

Clean Beauty Matters: What Would you like Customers Know Most?

Wishing Well:
We built Wishing Well because we genuinely wished it existed.

It’s not just beautiful packaging—it truly works. If it makes laundry feel a little more intentional and a little more enjoyable, we’ve done our job.

What I love most about Wishing Well is how aligned it is with intentional living.

We talk so often about clean skincare and clean products—but laundry touches our skin every single day.

Supporting women-founded brands, especially right here in Minneapolis, that prioritize both health and sustainability is something I’ll always stand behind.

Sometimes living well isn’t about changing everything. It’s about elevating the small rituals we already do.

I hope you enjoyed reading a little more about this brand.

If you’re curious to explore Wishing Well for yourself, you can shop through my link below:

They’ve generously offered my community the opportunity to support their mission while discovering a clean, beautiful alternative to conventional laundry products.

If you try it, I’d love to hear what you think.

For those of you coming to the reset event, samples will be here and you can always shop at the event as well.

Here’s to living well in the everyday moments.

- Live Well with Angela