Truman’s is an online-only, direct-to-consumer, concentrated liquid home cleaner system that is taking the e-commerce path to create a simple, subscription-based, and sustainable home-care product toolkit. As the Lexington, KY-based firm says on its website, they are “The Coolest Cleaning Company on the Internet. Probably.”
For household consumables like liquid window, kitchen, or bathroom cleaners, concentrates have always made a lot of practical sense. Avoiding the shipping costs associated with a product that is composed of 95% water has long been common practice for institutional industries like hospitality, education, and foodservice. But at the consumer level, the retail store shelf format served as a formidable impediment to the general adoption of concentrates by your average consumer. Ready-to-use (RTU) home cleansers don’t require any assembly, problem solving, or instruction manuals.
