LAUNE x Wishing Well
Born from friendship, ambition, and a refusal to accept harsh formulas and clunky plastic jugs as the norm, Wishing Well reframes laundry as ritual rather than routine. Think skincare-inspired performance, thoughtful design, and a LAUNE that feels light and airy. Below, the founders of Wishing Well share how a late-night lightbulb moment turned corporate burnout into a beauty-forward reinvention of the laundry aisle.
1. Tell me about yourselves and Wishing Well. How was it created and what inspired the name?
We’re best friends and former roommates who founded Wishing Well to transform laundry from a chore into an act of self-care. The idea came to us in 2023 while we were navigating the male-dominated world of investment banking together. We were working alongside incredible founders and found ourselves deeply inspired by their stories. At the same time, on a personal level, we were growing frustrated with mainstream detergents that felt harsh on skin and fabrics, filled with questionable ingredients, and packaged in bulky plastic jugs. We had a lightbulb moment that we could create something better.
After finding a chemist who believed in our vision and spending more than a year developing our formula while still working our corporate jobs, we left our careers in 2024 to build Wishing Well — a brand that blends skincare-inspired performance with sustainable design. We officially launched in 2025, and our mission is to bring beauty, safety, intention, and a sense of community to the often-overlooked laundry aisle.
The name Wishing Well reflects the small moment of self-care and intention built into routine — the idea that something as simple as washing your clothes can feel fresh, grounding, and a little magical. Washing well is what our products do, and wishing well is the feeling we designed them to evoke.
2. What is the LAUNE (mood) of Wishing Well?
Wishing Well feels like opening the windows on a sunny morning. It’s fresh, honest, optimistic, and calming, but it also leaves room for real life.
Our mood lives at the intersection of clean and joyful: elevated and design-forward, but never sterile. We embrace the beauty of a life well lived — the polished moments and the messy ones — bringing warmth, humor, relatability, and a little magic to the everyday. Because caring for your clothes should feel like caring for yourself.
3. What inspires you?
We’re inspired by the rituals that make everyday life feel beautiful: morning light, clean sheets, skincare routines, a favorite outfit that fits just right.
We’re also inspired by women building lives on their own terms. There’s something powerful about creating products that support independence, confidence, and the small routines that help us reset.
4. Laundry is such an everyday ritual. Why was it important to you to turn something routine into something joyful?
Laundry touches your life every single day. It’s the clothes you wear to work, the sheets you sleep in, the towels you wrap yourself in.
We believed this everyday ritual deserved better than harsh chemicals, generic scents, and clunky packaging. By reimagining laundry as self-care, we help transform a chore into a grounding moment: something that makes you feel put together, calm, and ready for what’s next.
5. Your brand balances effectiveness, clean ingredients, and playfulness. How did you approach finding that balance when creating your formulas?
We never wanted people to choose between performance and safety. Our approach was to strip away unnecessary fillers and harsh, toxic ingredients found in mainstream detergents, while keeping powerful surfactants and enzymes that truly clean our clothes. We like to call our formula the “best of both worlds” for that reason. We didn’t want to create another product that is non-toxic but doesn’t actually clean effectively.
At the same time, we knew experience matters. Beautiful packaging, fine-fragrance-inspired scents, and thoughtful design elevate the ritual. The goal was striking the perfect balance: effective cleaning, safe ingredients, and a sensory experience that feels intentional and joyful.
6. What are you looking forward to in 2026?
We're excited to keep growing our community and creating more moments — both online and in real life — where people can connect around routines, self-care, and everyday beauty. There's something really special about building a brand where the product is the entry point but the community is what keeps people coming back, and we want to invest deeply in that this year.
7. What’s next for Wishing Well?
Thoughtful growth across the board — expanding retail partnerships, evolving our product line, and continuing to innovate the laundry experience from the ground up. We have a lot in the works and we're excited to share it, but more than anything we want to keep building something that feels personal. A brand that empowers people to care for their clothes, their homes, and themselves with real intention.
Rapid Fire:
1. Describe your style in three words.
Playful, intentional, elevated
2. Favorite brand?
We have so many! One brand we love is Poppi because it’s soda made better, and we feel like we’re doing a very similar thing in the laundry space.
3. If you could only wear one designer for the rest of your life, who would it be?
4. Dream collab?
Reformation. Our dream would be to be their laundry detergent of choice
5. What are three staple items that every closet should have?
a. Cute blazer
b. A pair of jeans that fit you perfectly
c. Clean white button-down
6. Favorite place?
Italy. We’re endlessly inspired by the laundry culture there - every street lined with linens and cottons drying in the open air. It reframes laundry as something communal, sensory, and even romantic. It’s a reminder that caring for what you wear can feel like self-care, if you let it.
7. Favorite restaurant in Minneapolis?
Bar la Grassa in Minneapolis
8. Favorite drinks spot in Minneapolis?
Billy After Dark in Minneapolis
9. Favorite style icon?
Carolyn Bessette-Kennedy. Her style was intentional, effortless, and quietly powerful. Nothing felt accidental and that’s exactly how we think about product design.
10. Favorite movie?
How to Lose a Guy in 10 Days
11. What are you loving right now?
Pilates, iced lattes, The Traitors, social wellness events in MPLS
LAUNE x Wishing Well
LAUNE x Wishing Well
