Home Cleanovation Challenge
Unleashing the Power of Innovation in Home Cleaning and Fabrics
Applications Close July 10
Apply Now!

The Home Cleanovation Challenge is designed to showcase innovation and new products in the fabric and home care industries. With a $170+ billion market size, fabric and home care are two of the fastest and consistently growing industries in fast-moving consumer goods. As consumer demands develop and evolve, shoppers are willing to try new and innovative products that offer enhanced performance with ease and to make their lives easier.  

MassChallenge is partnering with Procter & Gamble (P&G), a global leader in FMCG and particularly in fabric and home care, to provide finalists with the opportunity to showcase their innovations to senior leaders and executives. P&G is looking for early- to mid-stage startups with MVP products seeking partnership and mentorship opportunities or potential investment to scale their solutions and drive the next evolution in fabric and home care. Innovative founders on a mission to improve consumers lives in small but meaningful ways should apply.  

Areas of focus:

  • Dish Care Solutions 
    • Auto dish chemistries and devices
    • Manual/hand dish chemistries and devices 
  • Home care solutions/products 
    • Smart sensors and devices
    • Consumer utilities management and optimization
    • Home cleaning devices and chemistry
    • Green tech - sustainability/environmental-led fabric and home care solutions
  • Air care solutions/products 
    • Air filtration technologies 
    • Odor fighting technologies 
    • Dust removal 
    • Moisture reduction
    • Dust/particulate/allergen removal
    • Sensorial/home perfuming 
  • Cleaning products 
    • Surface disinfectants/home sanitization
    • Surface cleaning solutions (chemistries and devices)
    • Home textile cleaning and care
    • Window care  
  • Pet home care solutions
  • Fabric care technologies  
    • Chemistry 
    • Devices
    • Environmental solutions - energy and water reduction
    • Green/natural solutions


  • Startups in who have at least an MVP Anywhere in the world  
  • Your solution must be scalable. 
  • Flexibility for future collaboration with a new business partner in the Homecare space and no exclusivity contract with any company 
  • Able to pitch live (virtually) to senior leaders and executives on August 29, 2023 

Finalists benefits:

  • Cash prize of $10,000
  • Piloting opportunity with Proctor & Gamble 
  • Go-to-market strategy assistance
    • Technical mentorship from a global Fortune 500 company with experience in products research and development
    • Ongoing partnership/investment opportunity with a leader in the consumer laundry and home care spaces
    • Senior executive feedback across branding, marketing, design, research, and development
    • Support for business growth, including (but not limited to)
      • Branding
      • Go-to-Market Strategy
      • Research & Development 

Challenge Timeline





The MassChallenge Advantage 

MassChallenge’s proven methodology hyper-focuses on helping founders identify goals and key initiatives, providing access to a meaningful network of experts and mentors, while also providing connection to a deep peer network from across the global community. All for no equity and no strings attached.


About Proctor & Gamble

P&G is a global Fortune 500 company, serving consumers around the world with one of the strongest portfolios of trusted, quality, leadership Fabric and Home Care brands, including Ariel®, Bounce®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Lenor®, Mr. Clean®, Swiffer®, Tide®, and Unstopables®.  The P&G community includes operations in approximately 70 countries worldwide. 

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