In a market dominated by chemical giants, CleanWell isn't just another 'eco-friendly' brand—it's a masterclass in targeted distribution and brand positioning. With only 27 employees and $4.7M in revenue, they've carved out a profitable niche without relying on the noisy digital traffic most startups chase.

"CleanWell proves you don't need 100k monthly website visitors to build a $4.7M business—sometimes the best traffic is the traffic you don't track."

The leadership team is minimal: Stew Lawrence (CEO) and Melissa Schatz (Controller). No CTO, no CMO, no Head of Growth. This isn't a tech company; it's a manufacturing and distribution operation with a digital storefront. The absence of funding data and Trustpilot reviews suggests they're either bootstrapped or operating in stealth mode, avoiding the growth-at-all-costs mentality that burns through capital.

• Revenue-per-employee ($174K) exceeds typical DTC benchmarks, suggesting high-margin products
• Zero public traffic implies either private B2B channels or a site that's functionally a brochure
• Tech stack is modern but underutilized—potential for digital expansion without current execution