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‘Circular economy’ startup Truman’s raises $5 million from Germany’s Henkel.

The six-month old green cleaning product startup raised the seed funds in a round led by Henkel Ventures, the investment arm of the German consumer products conglomerate. Venture firms Uncommon Denominator, Starting Line and BFG Partners also invested.

Lexington, Kentucky-based Truman’s makes non-toxic, direct-to-consumer cleaning products. To cut down on packaging and transport, the firm ships its four cleaners in concentrated form to which consumers then add water. Truman’s claims one truckload of its cartridges is the equivalent of 30 semi-trucks filled with conventional cleaners.

“Convenience and sustainability are top-of-mind for an increasing number of today’s consumers,” said Henkel Ventures’ Robert Günther, adding that the company seeks to reduce plastic waste and “contribute to a circular economy.”

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