Henkel has taken on the role of lead investor in a US$5 million seed round for eco-friendly home care start-up, Truman’s. The German FMCG manufacturer’s minority investment was made via its venture capital arm, Henkel Ventures.
Truman’s is a direct-to-consumer business whose USP is to reduce single-use plastics. It sells concentrate-filled cartridges designed to be diluted in reusable bottles by the end-consumer. It has grown at a rate of 30 percent monthly since its February launch.
“Convenience and sustainability today are top-of-mind for an
increasing number of today’s consumers and we continuously advance our
portfolio while addressing these topics. Specifically, when it comes to
packaging, Henkel pursues ambitious targets for sustainable packaging to
promote a circular economy and reduce plastic waste,” said Robert Günther,
Corporate Director Henkel Ventures. “We look forward to gaining insights from
the Truman’s team, as well as supporting them with our expertise and
“The partnership with Henkel validates that Truman’s is leading the effort to drive progress in the cleaning industry,” said Truman’s Co-Founder and CEO Jon Bostock. “Cleaning should be simple, convenient and environmentally friendly.”