Design-Led Cleaning Products
Eat Dirt Crafts Cleaning Products with Sleek, Sustainable Branding
Kanesa D — January 29, 2026
Eat Dirt, a new London-based startup founded by former ad executives Jordan Woolley and Catherine Barr, is launching with a novel approach to household cleaning products.
Illustrated by Spanish duo Cachetejack and designed by Marta Veludo Studio, Eat Dirt’s packaging is a statement in itself. Products come in fully recyclable metal tins that can be recycled indefinitely and are shipped in reused cardboard boxes, often with logos from previous brands.
The formula is vegan, cruelty-free, biodegradable, and non-bio, relying on plant-based chemistry rather than harsh enzymes or polluting additives such as phosphates, phosphonates, parabens, or artificial dyes. Eat Dirt also draws inspiration from luxury fragrance, with its debut Bitter Orange product featuring a perfume-quality blend of mandarin, neroli, and amber.
