FREY
DefunctYC S18CA, US · 3 employees · 2 known investors
Frey makes liquid laundry detergent products that are free of harsh chemicals and toxins. The company manufactures and ships its products from Michigan and sells directly to consumers.
Also known as Frey
Founders & leadership· Y Combinator alumni (S18)
Investors · 2
Company profile
researched Aug 2026Frey is a consumer laundry care brand that sells eco-conscious cleaning products directly to consumers through its own online store. Its catalog spans ultra-concentrated liquid laundry detergent, laundry detergent sheets, dryer sheets, fabric softener, scent booster and stain remover, offered in a set of signature fragrances (including Bergamot Beach, Cedar Grove, Jasmine Meadow, Amber Forest, Citrus Breeze and Pacific Coast) as well as fragrance-free versions. Products are positioned as plant-based, vegan and cruelty-free, and free of dyes, parabens, phthalates, phosphates, bleach and toxic chemicals; the detergent sheets are described as plastic-free, lightweight and compact.
The company's liquid laundry products are manufactured and shipped from an office and fulfillment center just outside Detroit, Michigan, which the company says employs more than 100 workers. Orders are shipped within one business day from the Michigan facility. Listed retail prices start at $20.00 for laundry detergent sheets and $25.00 for the ultra-concentrated liquid detergent, with dryer sheets, fabric softener and scent booster at $15.00 each.
Business model
Direct-to-consumer sales of laundry care consumables via the company's e-commerce site, with per-unit and multi-variant product offerings and free shipping on orders over $75.
Product sales of laundry detergents and related laundry care items priced from $15.00 to $25.00 and up per item.
Traction
The company cites over 500,000 customers who have switched to its products and more than 10,000 five-star reviews (elsewhere on its site, over 5,000 five-star reviews), and states it employs over 100 workers at its Michigan facility.
▸Full profile — market position, technology, go-to-market, geography
Market position
Positioning combines plant-based, vegan and cruelty-free formulations free of dyes, parabens, phthalates, phosphates and bleach with perfume-inspired fragrances, US-based manufacturing, a 30-day money-back guarantee, free returns within 30 days, and one tree planted for every order.
Technology
Ultra-concentrated, plant-based liquid formulations and plastic-free detergent sheets, with fragrances described as based on high-end perfumes and colognes.", "go_to_market">null
Go-to-market
Household consumers seeking eco-friendly, non-toxic laundry products, including buyers with sensitive skin; products are stated to work in all machines, including high-efficiency washers.
Geography
Manufacturing, fulfillment and offices outside Detroit, Michigan, United States; products marketed as made in the USA.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 2
by search overlapCompanies competing with FREY for the same Google search keywords, organic and paid, via search-intersection analysis.
▸Research sources · 1
primary sources listed
- FREYfrey.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does FREY do?
- Frey is a direct-to-consumer laundry care brand selling plant-based detergents, sheets, softeners and scent boosters.
- Who founded FREY?
- FREY was founded by Aidan Porter, Erin Robert Frey, Leif Frey.
- Who are FREY's investors?
- FREY's investors include Y Combinator, Flucas Ventures.
- Where is FREY headquartered?
- FREY is headquartered in CA, US.