Online Exclusives

Mothers of Invention

September 3, 2008

Dana Rubenstein and Tamar Rosenthal, co-founders of Dapple dish detergents, are ready to launch a new toy cleaner that�s good for baby and the environment.

Mothers of Invention



Dana Rubenstein and Tamar Rosenthal, co-founders of Dapple dish detergents, are ready to launch a new toy cleaner that’s good for baby and the environment.



Christine Esposito
Associate Editor



When baby’s favorite toy takes an nose dive onto the rather murky-looking restaurant floor, parents have two options: pick it up, pack it away and listen to baby scream, or enlist the “five second rule” and grimace as baby puts it right back in her mouth with a smile.


Thanks to Dapple, parents will soon have a better option. The New York-based company founded by Dana Rubenstein and Tamar Rosenthal is ready to launch a new toy cleaner that’s good for baby and the environment.


Dapple is said to be good for baby and the environment.
The launch quickly follows the company’s inaugural products, eco-friendly dish liquid and automatic powder dishwasher detergent, both of which were unveiled in February. The dish products, which specifically target the residue and odor left behind by breast milk, formula and other baby foods, are made from 100% naturally derived ingredients and are free of chemicals such as parabens and phthalates.  


The company has taken the same tack with the new toy cleaner, which cleans the dirt, germs and guck left behind on toys without parabens, phthalates, SLES, dyes or synthetic fragrances. Users simply spray it on, wipe it off and the toys are back in business—or elsewhere.  


“Cleansers with bleach, alcohol, and harsh chemicals are the household items we lock away to protect our kids from; we just couldn't accept the idea that the only way to clean their toys was with these products. We envisioned our babies popping their toys right back into their mouths after they're cleaned, and we wanted to be comfortable with that,” said Ms. Rubinstein. “The toy cleaner is formulated with that in mind. It gets the job done, but in a safe and natural way.”

A Better Way to Clean Bottles



In Dapple’s case, necessity was truly the mother of invention.

    
While rinsing and re-rinsing (and re-rinsing) baby bottles in the wee hours of the morning, Ms. Rubenstein thought that there had to be a better way to get her baby’s bottles clean—without leaving behind soapy residue or breast milk. The next morning she and her friend Tamar Rosenthal discussed the matter. Two years later, Dapple was born with the help of green chemists and input from pediatricians and other experts—a.k.a parents.

    
Talking to other moms (and dads) is an essential part of Dapple’s strategy. For example, when developing new packaging for its dish detergent products, Dapple asked website visitors to pick their favorite delivery method–a pump or traditional pull top/squeeze bottle.

    
“To us, Dapple users are the experts,” said Ms. Rosenthal. While the firm also consulted with industry experts, “ultimately it's the parents —the people using the products—who know what they need best,” said Ms. Rosenthal.

Baby Steps…For Now



Once stocked only in a select number of stores in New York, Dapple is making steady progress in expanding distribution to more outlets. Today, Dapple can be found in a more stores in New York, California, Oregon, Chicago, Connecticut and Florida. And recently, Dapple took its furthest step yet: the company has started selling products in Hong Kong.   

    
Since May Dapple dishwashing products have been listed on Diapers.com. The 32oz. box of powder detergent ($5.99) and 16oz. bottle of dish soap ($4.99) are generating very positive reviews at the online retailer, and the brand is garnering good coverage in print and online in parenting magazines such as Cookie, Fit Pregnancy and Parents.

    
“The overwhelming response to our products has also been an incredible motivator for us to move quickly,” said Ms. Rosenthal. “Our brand entered the market with a strong force and we intend to sustain it, continuously giving parents products that can safely yet effectively solve the unique cleaning challenges they face—from sticky toys to dirty bottles.”

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.

  • Quaternized Guar Is a Natural Solution

    Quaternized Guar Is a Natural Solution

    Tom Schoenberg, Schoenberg Consulting||July 1, 2016
    The polymer has applications in a range of skin and hair care formulas that does not build up on hair with repeated use

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • From Greenville to Guangzhou

    From Greenville to Guangzhou

    Christine Esposito, Associate Editor||March 14, 2016
    South Carolina start-up BabyBlossom has big plans for its nontoxic baby products line...in China.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • A Frosch Start in the US

    A Frosch Start in the US

    Christine Esposito, Associate Editor||January 18, 2016
    A trusted eco-savvy German household cleaning brand is now available in America.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.