Spotlight On | Good Wash Day
Introducing Good Wash Day
When a great idea meets unstoppable determination, something special happens. Good Wash Day is proof of that. What began as a personal quest for the perfect hair towel quickly evolved into a thriving brand with global reach and a loyal fan base. Founder Carla's journey from fabric samples during lockdown to receiving investment on BBC’s Dragons' Den is as inspiring as it is relatable.
In this case study, we chat with Carla about what makes Good Wash Day so loved, her passion for thoughtful packaging, and why she recommends inkREADible when it comes to choosing a labelling partner.
Can you tell us a bit about Good Wash Day and some of the high points to date?
I started Good Wash Day in February 2021 when I couldn't find what I wanted to buy: a hair kind towel, made in the UK, from organic jersey cotton. I figured that I couldn't be the only one looking for such an item, so I ordered fabric samples (mid-Pandemic, so no shops were open) and found a manufacturer. Eight weeks later, I opened for business, having built a Shopify website, and created Amazon and Etsy listings. Over the following year, I saw slow and steady growth, until one morning I checked Instagram to find Trinny Woodall wrapping her hair in one of my towels post shower. She told her 1.3 m+ followers how much she loved it, and the orders started pinging through. I'd sent her one a few months before, and didn't know if she liked it or not. Turns out she does, and she has since bought some. Every time she shares her love for them, it goes wild!
Tell us about your Dragon’s Den experience!
I've had a few of those pinch me moments in the last four years, the most recent of which was appearing on Dragons' Den a few months ago! I've lost count of the number of people who have suggested I apply for the BBC show over the years. My reply was always "absolutely no way". Until a producer got in touch to ask if I wanted to have a chat... I still thought 'no way' but figured there's no harm in finding out more.
There followed an intense, multi-step two-month application process, at the end of which I was totally up for it! My episode was filmed in July 2024 and aired on 27th February 2025. Of course, stepping into the Den was terrifying, but I really enjoyed it. Once you get your pitch and your numbers out of the way, it's essentially a chat about your business with five amazing entrepreneurs. This is what I kept telling myself, and it was true. I spent 90 minutes in the Den and was buzzing when I came out. I received three offers and accepted the one from Sara Davies. We signed contracts a few days before Christmas 2024.
Your packaging is so elegant, but why is packaging important to you?
My hair towels are a luxury item, so how they arrive is super important, especially as many customers buy them as gifts for others (one lady has bought 45!). I wanted my packaging to be simple and as eco-friendly as possible, but also have a WOW factor, no mean feat! It took me a week of solid research to choose all the various different items, and then I wrapped a towel in them and threw it around the kitchen over a weekend to ensure it would arrive 'just so'.
What special printing techniques or label materials have you used for your labels, and why are they effective?
I chose Begasse biodegradable label material for our labels, and my brilliant graphics designer Katie designed my branded stickers with my logos (and later my 'As Seen On Dragon's Den' stickers). inkREADible turned them into reality in no time at all!
(See more about our biodegradable range of labels here.)
What key factors would you highlight when recommending our label company to other businesses looking for a reliable and innovative labelling partner?
You made the process really simple from the get-go. Cash flow is king for any business, but for a start-up, it's everything (as well as storage space!). I have always appreciated how quickly you turn orders around. It means that I don't have to tie up lots of money in packaging, and it doesn't take over my workspace either!
We saw this on your Instagram…Can you elaborate on why you are so passionate about what you do?
“I am MADE for this business. I love it to the depths of my soul. It has given me mid-life meaning and purpose and continues to provide lifelong learning.”
Now that our sons are young adults, I can't imagine what I'd be doing if I hadn't started Good Wash Day. It's my third child. It makes sense of the business degree I earned in my forties. It satisfies my highly curious and very productive nature. It helps people accept and nurture their natural hair. Good Wash Day has so many fabulous reviews, and I'd like to share this one, which always stays with me:
Brilliant
I have really long hair, not in the greatest condition, so washing it does not fill me with joy. However, now I have my GWD towel that actually holds ALL my wet hair and keeps it in place on my head, it’s actually something I look forward to doing now. It’s made my life that little bit simpler and I’m all for that. This towel was the first step in looking after and liking myself. It was for ME, a sweet little simple pink rainbow towel, and it’s made me feel special.
Tell us what we can expect in the future from Good Wash Day?
Good Wash Day hair towels are in 42 countries around the world, and 47 US states (so far). Towels are available locally within Australia, shipping from Sydney. I have my first team member, Marisa, and I'm also going through B Corp certification. I don't plan on slowing down any time soon, especially now that I have Sara as an investor!
inkREADible Labels support incredible brands
Carla’s energy and vision are at the heart of everything Good Wash Day stands for. It’s been an absolute joy supporting her with high-quality labels that match her high standards and fast-paced growth. We’re proud to be a small part of the journey and can’t wait to see what’s next!
Inkreadible have a wealth of experience in labelling, so when it comes to supporting start-ups, and incredible businesses, we have the solutions to ensure your packaging makes the strongest message possible. Get in touch to discuss your ideas.
