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Henkel invests in cleaning products startup Truman's

Consumer goods producer Henkel AG & Co. KGaA said Sept. 12 that it is making a minority investment in the U.S. cleaning products startup Truman's to gain expertise in the direct-to-consumer business.

Truman's, which ships its products direct to consumers, offers cleaners that utilize refillable bottles and concentrate-filled cartridges to reduce single-use plastic.

Henkel is leading Truman's seed round funding with a total investment of $5 million.

"Convenience and sustainability today are top-of-mind for an increasing number of today's consumers and we continuously advance our portfolio while addressing these topics. Specifically, when it comes to packaging, Henkel pursues ambitious targets for sustainable packaging to promote a circular economy and reduce plastic waste," said Robert Günther, corporate director of Henkel Ventures.

Henkel is making the investment through its venture capital vehicle Henkel Ventures, which evaluates and manages equity investments and joint development projects with startup companies.