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Brodie and Roger Cook

Founder Friday: Lucent Globe’s journey from 2,000 to 60,000 orders

You can spend a lot of time workshopping ideas, but at the end of the day, you just have to launch. It might not be 100% solid, but you can build through trial and error as long as you get started.

Brodie and Roger Cook, the visionary twin brothers steering the unprecedented success of Lucent Globe, a Gold Coast-based startup specialising in eco-friendly household cleaning products, share a remarkable journey. 

The past 12 months witnessed their e-commerce venture skyrocket by an astonishing 5900%, underscoring the growing trend of sustainable spending.

Founded in 2021, Lucent Globe has rapidly evolved from fulfilling 2,000 orders annually to a thriving enterprise, boasting over 60,000 orders this year. Managing more than 4,000 orders per week, the startup recently achieved a milestone by selling out on Black Friday, a testament to the burgeoning demand for their innovative, zero-waste, plant-based, and 100% biodegradable cleaning products.

The spark for Lucent Globe ignited during the Cook brothers’ transformative journey to Mt Everest, where the natural beauty was marred by litter and single-use plastics. Upon returning to Australia, Brodie and Roger embarked on a mission to create affordable and effective cleaning alternatives, reducing household dependence on single-use plastics.

In an exclusive conversation with Dynamic Business, the Cook brothers share their entrepreneurial journey, highlighting the pivotal role of purpose-driven business in navigating the flourishing sustainable consumer market.

Early days

Reflecting on their early days, Brodie and Roger recall, “Back in 2017, we embarked on a trip of a lifetime to Mt Everest with high expectations to experience unrivaled natural surroundings. Sadly, we found a vast place of natural beauty riddled with litter, most of it cheap, single-use plastics. When we returned to Australia, we set out to create a product that would reduce household reliance on plastics, focusing on cleaning as a logical solution.”

“When we arrived back to Australia after our trip we kept thinking there must be something we can do, and so we set out with the idea of creating a product that would help reduce household reliance on plastics. Cleaning was a logical solution as nearly all cleaning products are packaged in plastic. For example, dishwashing tablets are packaged in plastic that can’t even be recycled. So, we set out to tackle that problem.”

Investment into social media has been key to our success

When asked about important choices, the duo emphasises the importance of social media.

“Aside from being first-to-market in Australia, investment into social media has been key to our success, particularly with the educational content produced and shared across our socials. In our first year of business we made 2,000 sales in total, and yet in 2023 so far, we’ve secured over 100,000 orders and are currently recording over 10,000 orders per week. Not to mention 200 new subscribers a day. The market response has definitely validated our concept of investing in social media.”

“A key pillar for our business strategy is to make sustainable, zero waste products affordable to everyday households, not just in Australia, but around the world. Our focus on cost and quality is what sets us apart from others in the industry, as we wouldn’t say we really have competitors.”

Sustainability the way to go

Addressing what sets Lucent Globe apart, the brothers highlight their research and development team, creating innovative plant-based detergent sheets and their commitment to making sustainable, zero-base products affordable globally.

“We have a research and development team that have helped us develop our laundry and dishwasher detergent sheets with unique plant-based ingredients free from traditional harsh chemicals. We’re continuing to work with scientists to optimise the clean achieved with our products using the latest technology, without of course sacrificing the environment, along with looking at new categories which can benefit from sustainable alternatives.

Overcoming challenges

Brodie and Roger acknowledge the slow start. “Initially, it was a slow start for our business; after all, we were creating a completely new category for Australians to explore — dishwashing and laundry detergent sheets were almost non-existent when we started. Even now, a year and a half later, a large percentage of people still aren’t familiar with the concept. But, through educational content and advice, we’re slowly creating a new and emerging category within household cleaning.”

The duo also emphasises on the importance of education. “Listen to your customer and educate them on why they should choose your product.

“Understanding the cost of living crisis, we developed content to educate our customers on the savings available through choosing our detergent sheets, along with the environmental impact of course. Through this, our dishwashing sheets received a lot of traction, particularly because of the price of dishwashing pods at the major supermarkets.”

Word of advice

Offering advice to aspiring entrepreneurs, the Cook brothers emphasize launching without waiting for the perfect moment.

“The first is to not wait around for the perfect moment. You can spend a lot of time workshopping ideas, but at the end of the day, you just have to launch. It might not be 100% solid, but you can build through trial and error as long as you get started.

“The second lesson is you need to work hard and be prepared to put in a lot of hours, especially if you need to gain background experience and build your knowledge bank. But, in return you will reap the reward!”

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Yajush Gupta

Yajush Gupta

Yajush is a journalist at Dynamic Business. He previously worked with Reuters as a business correspondent and holds a postgrad degree in print journalism.

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