In the spring of 2020, people all over the country found themselves readjusting to meet the demands presented by the global pandemic. Lindsey Nowak and Lizz Schleifer were among that group. Both women had careers in other industries, but once the pandemic started, they noticed many local small businesses had to close to keep their employees and clients healthy. They knew that they wanted to find a way to help.
“I could see early on that the world was going to change moving forward, and cleaning was going to be very important,” said Schleifer. “Not only that, we have no idea what they sprayed when they were cleaning my husband’s office building. I’m a mom, and I have three kids. It’s one thing to go from cleaning with bleach once a week or once a day to now people having to clean and disinfect nine times a day.”
Schleifer was the one who began a deep dive into researching sanitation, particularly with organic materials. She found a cleaning solution and a fogging machine, both of which are made in the United States, and called Nowak to ask if she wanted to start a new business with her.
Together, they started Holy Fog LLC, an organic dry fog service based in Charleston that is now licensed in 11 cities across the country.
When Holy Fog enters a space, whether an office, home, car or otherwise, they use a dry fog to sanitize the surfaces in that space. It’s a quick and efficient way to disinfect a room without covering it in harsh chemicals.
“We can go into any space,” said Nowak. “We have had a lot of success with restaurants, boutiques and residences. We can fog every hard surface in an area, including kitchens, bathrooms and high-traffic/touched surfaces. We also do preschools; we can do all the kids’ toys; we can do electronics; we can even fog paper. It’s safe around kids, animals and plants.”
The dry fog application that Holy Fog uses is what sets them apart from other fogging companies. Many other companies use a wet fog, which is electrostatic. The dry fog is completely dry, meaning less downtime, but has active ingredients that can work for up to seven days.
Although Schleifer and Nowak had backgrounds in the fashion, event and design industries, they are able to use many of the same skills in their new business venture. They’re both used to moving quickly while giving 100% to all of their projects — and are also using their customer service experience to support their clients through what can be a scary and difficult time.
“Moving forward, the way that people clean and are innovative in cleaning is going to be something that I think we will see for the rest of our lives,” said Schleifer. “We can be a safe and affordable part of making people feel like they can go into restaurants and go into stores. If they’ve had an outbreak in their home, they can go back into their home. That makes us feel really good.”