Pristine Clean Club

A direct-to-consumer laundry care brand. Building deliberately.

Pristine Clean Club is a direct-to-consumer laundry care brand. Operating entity: ChitoBrands LLC (Delaware). Pre-revenue, pre-MVP — building deliberately.

Founded by Cole Totton

Milestones

  • 2025-04-30: ChitoBrands LLC formed (Delaware) — Operating entity established. Delaware LLC; sole active operating company for the Pristine Clean Club brand.
  • 2025-10-03: Trademark filed — PRISTINE CLEAN CLUB — PRISTINE CLEAN CLUB trademark application filed with USPTO (Class 003).
  • 2026-03-05: Product formulator engaged — Engaged an experienced product formulator to develop the V1 formula.

Recent Updates

Refining the core problem Pristine should solve first

I’m working through a key early decision for Pristine: what is the primary problem we’re actually solving for people.

There are a lot of angles in laundry, but not all of them are equally painful or motivating:

Clothes losing their “new” feel faster than they should Laundry not actually getting fully clean (even if it smells fine) The process being wasteful, inefficient, or overcomplicated

Instead of assuming, I want to pressure test this with real input.

The goal isn’t just to pick messaging. It’s to anchor product design, positioning, and what we prioritize first in development.

If we get this wrong, everything downstream gets a little off. If we get it right, it sharpens everything.

Curious how others think about this based on their own experience.

Collected first fragrance batches for Pristine

Picked up gallon samples of the three Pristine fragrances today: Linen Noir, Fleur Blanche, and Pure Haven.

We're sending the samples to the fragrance house so they can integrate them into the detergent formulas. This will let us begin validating how the scents hold up through the wash and dry cycle.

Huge credit to my wife, Caroline Totton, and my mother-in-law, Susan Hall, who developed these fragrances. Seeing them in gallon form made the project feel very real.