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Henkel invests in US cleaning products start-up Truman's

Henkel is further expanding its expertise in innovative and sustainable household products while at the same time gaining insights in a promising direct-to-consumer business model: Henkel under the umbrella of Henkel Ventures is investing in the US cleaning products start-up Truman's based in Louisville, Kentucky, which offers cleaners that utilize refillable bottles and concentrate cartridges to reduce plastic.

With the minority investment in Truman’s, Henkel is taking over the role as lead investor in a seed round totaling 5 million US dollars. This marks another step in the company’s commitment to invest globally into start-ups to explore new business opportunities and support them to grow a successful business. Truman’s ships its products, a lineup of four simple hard surface spray cleaners, direct to its consumers. The start-up aims to reduce single-use plastic bottles and truck loads in the cleaning industry by shipping concentrate-filled cartridges that are mixed with water in reusable bottles at the point of use.



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