livefrey.com
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Frey: The 2.3M Eco-Detergent Play
A 15-person team taking on the $100B laundry market with sheets, not liquid.
The laundry detergent aisle is a graveyard of heavy plastic jugs and chemical complexity. Frey isn't just cleaning clothes; they're attacking the entire supply chain with a radical premise: what if laundry detergent was a light, dissolvable sheet instead of a messy liquid?
"They aren't selling detergent; they're selling counter-space, sustainability, and the end of the 'heavy jug' problem."
The Product Pivot
Frey’s headline 'Liquid or Sheet?' reveals their core strategy. By moving to sheets (or highly concentrated formats), they eliminate shipping weight, plastic waste, and the mess. This isn't just eco-friendly branding; it's a logistical masterclass. Shipping water is expensive; shipping dry sheets is cheap. This margin advantage funds their premium branding and direct-to-consumer marketing.
The Trustpilot Paradox
With 1,265 reviews and a 2.7/5 rating, Frey faces a brutal reality of consumer goods. In the laundry space, scent loyalty is fierce. A sub-3-star rating suggests they are polarizing—likely alienating traditional detergent users who expect heavy suds or specific chemical scents. However, this volume of reviews (1,265) is a marketing asset in itself, proving they have high engagement and repeat buyers, even if sentiment is volatile.
The tech stack reveals a modern D2C playbook. They run on Vite and Tailwind CSS for speed, use AOS (Animate On Scroll) for visual engagement, and leverage Google Analytics for data. However, the '0 monthly visits' metric in the data set is a massive red flag. It either indicates a recent domain migration (likely, given the 'frey.com' login redirect) or a data blind spot. A $2.3M revenue business with 15 employees shouldn't have zero traffic—this suggests the data capture is failing to see their actual customer base, likely driven by social (TikTok/Instagram) rather than organic search.
- The 'Clean' Aesthetic: Minimalist packaging designed for Instagram, not just utility.
- Influencer Play: Active TikTok and Instagram presence (@getfreylaundry) targeting Gen Z and eco-conscious millennials.
- The Login Wall: The redirect to 'frey.com' suggests a backend consolidation or brand migration, streamlining their tech stack.
The Verdict: A High-Margin Niche
Frey is a classic D2C playbook: solve a specific pain point (plastic/mess), own the brand narrative, and optimize for margins over volume. They are a prime acquisition target for a legacy CPG looking to 'green' their portfolio.
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http://frey.com/cdn/shop/files/ll_coa_2d5cd1a6-c89a-4090-bcb6-7a417017f8d5.jpg?v=1731522295
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Frey - Clean, Fresh & Eco-Friendly Laundry Care – FREY
Our clean, eco-conscious and natural freshly scented laundry detergent turn laundry day from a chore to a magical experience. Say goodbye to messy, heavy plastic detergent and hello to clean, eco-friendly, and fresh smelling laundry that's better for you and the planet.
Frey - Clean, Fresh & Eco-Friendly Laundry Care
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Reviews (20)
Best laundry
My wife made me plenty of time to buy a laundry machine, but I have never understood why they are worth buying? In my opinion, it's better to carry all the clothes to the nearby laundry, pay for the cleaning a small sum of money and wear brand new and stunning clothes. I use the services from this laundry as it's nearby my house and moreover the attitude of the personnel here is quite respectful. At least I have never faced any weird situations or maybe argues with the personnel. They can find the approach to any kind of person, especially to such stubborn ones like me. Highly appreciate such attitude.
I absolutely love this company
I absolutely love this company. They are so quick to respond to questions, the smell of their bergmont soaps reminds me of a place I stayed at in Amsterdam a few years ago! Also I had accidentally ordered the wrong softener and they replaced it within 2 days. They totally stand behind their product.
Amanda was awesome!
Amanda was SO quick to assist me. While I loved the smell of our products, my babies are allergic and it caused them to get hives all over. She quickly cancelled my order and issued a refund for me. Quick, efficient, and kind! Such a great customer service experience. :)
Thank you so much for your kind words!
Customer service was unhelpful when I…
Customer service was unhelpful when I tried to resolve an issue with my order. Very frustrating experience.
what happened to the great smell of the Bergamot beach detergent???
I just finally opened the new 2.0 Begamont beach detergent because I had a few of the old formula left. What the hell happened to the nice scent. It stinks, I do not like this new smell, why did you change it? even the scent booster stinks. why did you change the smell profile to something else??
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About livefrey.com
Our clean, eco-conscious and natural freshly scented laundry detergent turn laundry day from a chore to a magical experience. Say goodbye to messy, heavy plastic detergent and hello to clean, eco-friendly, and fresh smelling laundry that's better for you and the planet.
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Technology Stack
livefrey.com uses 21 technologies across their website including Google Fonts, hCaptcha, reCAPTCHA, PHP, and more.
Fonts
Google Fonts
Security
hCaptcha, reCAPTCHA
Programming Languages
PHP
Cloud & Hosting
Amazon Web Services
Email Marketing
Klaviyo, Mailchimp
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Facebook Pixel
Traffic & Audience
livefrey.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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