WashWise Raises $1.2M Pre-Seed to Reinvent Laundry With “Dry Shampoo for Clothes”

WashWise Raises $1.2 Million Pre-Seed to Reinvent Clothing Care

Clothing-care startup WashWise has raised $1.2 million in pre-seed financing through a SAFE round to develop its approach to clothing care between washes.

Founded by former Citadel and J.P. Morgan trader Maria Cabral Menezes, WashWise has launched its first product, Reset Spray, a fabric spray designed to refresh clothes without requiring a traditional wash cycle.

Reinventing Clothing Care Between Washes

WashWise is targeting the space between freshly washed and ready for the laundry basket.

The company describes Reset Spray as a “dry shampoo for clothes,” designed to refresh clothing, reduce wrinkles, deodorize fabrics, and provide light cleansing without requiring a washing machine or dry-cleaning cycle.

The product is launching in two scents:

• Cotton Cooldown

• Verde Rise

WashWise says its formula is plant-derived, non-toxic, and skin-safe, with the product packaged using bag-on-valve technology.

Targeting an Overlooked Part of the Laundry Cycle

The company argues that clothing spends most of its life outside the washing machine, while much of the traditional clothing-care market focuses on washing and drying.

WashWise is targeting garments that have been worn but may not require a full wash, such as sweaters, blazers, dresses, and other clothing that consumers may want to wear again before laundry day.

The approach could also appeal to consumers who want to reduce frequent washing of higher-quality garments, avoid unnecessary dry-cleaning, or extend the time between wash cycles.

Potential Savings and Sustainability

According to company estimates, a 6-ounce bottle of Reset Spray can save up to $300 in dry-cleaning costs, approximately six hours of laundry time, 110 gallons of water, and 16 kWh of electricity over its use.

These figures are company estimates rather than independently verified results, meaning actual savings will depend on how consumers use the product and what washing or dry-cleaning activities it replaces.

Funding and Investors

WashWise's $1.2 million pre-seed round includes investors from consumer, technology, fashion, and financial industries.

Backers include FJ Labs, Singh Capital, Alex Jekowsky, Jack Abraham, Brian Tate, Gigi Howard, Nina Farran, Mia Tonelli, Taylor James, and Brown Girl Angels.

Executives and operators connected to companies and organizations including Pickle, The Business of Fashion, Dior, SoulCycle, Soho House, Apple, and J.P. Morgan also participated in the investment syndicate.

Use of Funds

WashWise plans to use the new capital for:

• Product development

• Partnerships

• Hiring

• Customer acquisition

Leadership

WashWise was founded by Maria Cabral Menezes, a former Citadel and J.P. Morgan trader.

The startup is positioning itself around the emerging concept of “between-wear clothing care,” aiming to turn an existing consumer habit of refreshing, airing, steaming, or re-wearing clothes into a dedicated product category.

With Reset Spray, WashWise is betting that consumers will adopt a new step in their clothing-care routine between wearing clothes and putting them through a full wash cycle.