Clothing care startup WashWise has raised $1.2 million (€1.1 million) in pre-seed financing and launched Reset Spray, a plant-derived fabric refresh aerosol packaged in bag-on-valve technology.
Founded by former Citadel and J.P. Morgan trader Maria Cabral Menezes, WashWise targets a consumer gap: garments that have been worn but do not warrant a full laundry or dry-cleaning cycle.
Reset Spray combines odour neutralisation, wrinkle release, light fabric cleansing and garment refreshing into a single formula. The product launches in two scents — Cotton Cooldown and Verde Rise — in portable and travel-friendly sizes.
The aerosol formula is plant-derived, non-toxic and skin-safe. Bag-on-valve technology delivers a continuous fine mist without propellant residue, addressing both product performance and environmental concerns.
Menezes says the company identified market opportunity in the extended lifecycle of clothing outside the washing machine. 'Clothing spends roughly 99% of its life outside the washer, yet most innovation in clothing care is designed around the washer,' she notes.
The company's consumer research found 95% of participants would rewear a garment after using Reset Spray, and 95% would use it instead of dry cleaning.
From a sustainability perspective, WashWise estimates one 6 oz bottle delivers approximately €275 in dry cleaning cost savings, six hours of avoided laundry time, 110 gallons of water conservation and 16 kWh of electricity savings over its use life.
The pre-seed funding syndicate includes FJ Labs, Singh Capital and executives from Dior, Apple, SoulCycle and other consumer-focused companies. WashWise plans to use capital for product development, strategic partnerships and consumer awareness building.
The launch represents category innovation in the aerosol market: a consumer-facing fabric care product entering a market traditionally dominated by utility-focused formulations.
WashWise launches Reset Spray
