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Dry Idea

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This story appears in the April 2008 issue of Entrepreneur. Subscribe »

When toddler Kayla Peri was diagnosed with multiple chemical sensitivities, her dad, Jeff, commenced a search for all things nontoxic, including a carwash. Lisa, 37, sent her husband off with a wisecrack: "While you're at it, see if they have a waterless carwash."

Talk about a watershed moment. Jeff, 39, actually did find spray-on, waterless carwash products--but they all had chemicals. Working off a hunch and $100,000 in investments from family and friends, Jeff, who is now president of Lucky Earth LLC, and Lisa, its CEO, developed an organic version with a chemist: When sprayed on, Lucky Earth "Waterless" Carwash emulsifies and lifts dirt from a car's surface, which can then be wiped down---free.

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