07/13/2022

Small Business Spotlight: Dinobi Detergent’s plant-based laundry soap a true labor of love

Dinobi Detergent

The story of Dinobi Detergent is as much a love story as it is a tale of entrepreneurship and laundry soap.

Founded by Augie and Sylvia Emuwa, a Bronzeville couple married 11 years and raising four children, Dinobi has flourished on the strength of a partnership that flows as seamlessly in business as it does at home.

“The success of Dinobi is a product of us being successful in marriage,” said Augie Emuwa.

Dinobi, an alum of the Polsky Center’s Small Business Growth Program, launched into market in 2019 with a premium plant-based laundry detergent designed with sensitive skin in mind. That same year the fledgling company won South Side Pitch, a competition for local entrepreneurs hosted by the Polsky Center and the Institute for Justice’s Clinic for Entrepreneurship.

Today, Dinobi’s expanding product line is sold by a dozen online and retail stores, many of them with an eco-conscious bent, and the Emuwas have partnered with several South Side schools to promote lessons in health, hygiene, and entrepreneurship.

Click here to read the full story.

This story was first published by Polsky Center for Entrepreneurship and Innovation

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