On July 25, WashWise, an innovative laundry company launching this month, hosted The Reset Morning in Montauk, gathering female founders, executives, creators, and wellness leaders for a morning built around movement, connection, and discovery. The event introduced guests to the WashWise Reset Spray while celebrating the community of women that founder Maria Cabral Menezes has met throughout her entrepreneurial journey.
What unfolded was less a product launch than a reflection of how modern brands are choosing to enter the world: not with a stage and a spotlight, but with a room full of people who genuinely want to see one another succeed.
Yoga, Cold Plunges, and a Founder Market
The morning opened with a yoga session led by Gigi Paris, setting a pace that felt intentional rather than rushed. From there, guests moved through a curated Founder Market spotlighting female founded brands, alongside a lineup of wellness experiences that included sauna and cold plunge sessions, mini therapy sessions, peptide treatments, and B12 shots. Live illustrations and astrology readings rounded out the program, giving the gathering a texture closer to a well designed retreat than a branded activation.
For founders who could not attend in person, WashWise displayed “Founder Superpower” cards alongside their products, a small but thoughtful touch that allowed guests to learn about the women behind each brand even in their absence. It is the kind of detail that signals what the event was actually for.
The Case for Building in Community
“Building WashWise has introduced me to an incredible community of women who are building thoughtful, category defining businesses. We wanted The Reset Morning to be more than a brand event. We wanted it to be a space where founders could meet, collaborate, and celebrate one another,” shared Maria Cabral Menezes, Founder of WashWise. “Some of the best opportunities in business come from genuine relationships, and it was incredibly rewarding to bring so many inspiring women together in one place.”
That philosophy extended to the setting itself. The gathering was hosted at the Montauk home of WashWise investors Bruna Petrillo and Max Blank, a choice that quietly underlined the supportive network sitting behind the brand. In an industry where launch events are often transactional, hosting inside an investor’s home reframed the occasion as something closer to a house party with purpose.
What the Reset Spray Actually Does
At the center of the morning was the product itself. The WashWise Reset Spray, priced at $29, is an all in one clothing refresh spray designed to neutralize odor molecules, lift sweat and body oils, smooth wrinkles, and lightly refresh fabrics between washes. It is frequently described as dry shampoo for clothes, a shorthand that captures both its function and its appeal.
The practical argument is straightforward. A 6 oz can of Reset Spray can help reduce laundry time by up to six hours, save hundreds of dollars in dry cleaning costs, and decrease the water and energy consumption associated with frequent washing. For anyone who has watched a favorite blazer fade after too many trips to the cleaner, the extended wardrobe lifespan may be the more persuasive selling point.
The formula is plant derived and free of harsh chemicals or residue. Packaging matters here too. Reset Spray uses bag on valve technology, which delivers a continuous fine mist and offers a cleaner alternative to traditional aerosol sprays.
Two Scents, Two Sizes
Reset Spray is available in two signature scents. Cotton Cooldown leans into a clean, classic laundry profile, while Verde Rise offers something fresher and more modern. Both come in a 6 oz full size and a 2.5 oz TSA friendly travel size, making the product easy to keep in a closet, gym bag, tote, or carry on.
That dual sizing is a small strategic decision with real implications. The full size lives at home and replaces washes. The travel size lives in a bag and solves problems in transit, between meetings, after a workout, or on the second day of a trip when packing light starts to show its limits.
Finding It Around the East End
WashWise has taken a distributed approach to introducing the product across the Hamptons this summer. Reset Spray is available at Crow’s Nest, SoulCycle, and KZ Pilates, where guests can experience it through wellness activations and classes and discover it organically as part of their summer routines. The strategy places the product exactly where its use case is most obvious, in the moments immediately after people sweat.
The brand also offers affiliate links through AWIN and ShopMy, extending its reach beyond physical locations and into the creator economy that overlaps heavily with its target audience.
A Launch Built on Relationships
Reset Spray is currently available for pre order and launches officially in mid August. But The Reset Morning suggested that the launch itself is only part of the story. By building an event around introductions rather than announcements, WashWise positioned itself within a wider conversation about how women founded businesses grow, which is often through referral, collaboration, and shared audiences rather than paid reach alone.
For a company entering a category as established as laundry care, that distinction matters. Fabric refreshers are not new. What is new is the framing: a product marketed less as a household chore assistant and more as a wellness adjacent tool, sold through the same channels and communities that shape how a certain consumer thinks about self care, sustainability, and the small rituals that structure a day.
The Montauk morning made that positioning legible. Movement, recovery, conversation, and a spray that lets a linen shirt survive another wear. It is a tidy argument, and one that felt entirely at home on the East End in late July.
