Our Story

We founded MNML in Melbourne, Australia in 2021. After 10 years working in the CPG industry, we saw three clear opportunities to work on a project of our own:

• A shift toward minimalism - fewer ingredients, less excess, more intentional design.
• The elevation of everyday household staples into products people are proud to display.
• The rise of functional fragrances, scent designed not just to smell good but to influence mood and ritual through the power of neuroscience.
  
  MNML was built at the intersection of those insights.

After years developing multiple products across different categories, we landed on our first product range - laundry pods (capsules). In April 2024 we launched the MNML Laundry range in Australia - with just two products. We set out to reimagine laundry as a simplified, design-led and sensorial experience - reducing unnecessary plastic and formulation clutter, while introducing fragrance as a functional, mood-enhancing layer to an otherwise overlooked daily ritual.

What started as frustration became a blueprint for building a modern laundry brand.

Since then MNML Laundry has launched all across the US in the natural grocery channel and in early 2026 launched into Sprouts nationally.