When Ali Oakden became a mother, she quickly discovered that some of the simplest parenting essentials were surprisingly hard to find. Frustrated by the lack of reusable washcloths that were soft enough for sensitive skin, practical enough for daily use and attractive enough to keep within reach, she decided to create her own. The result was The Muckee Co., an Australian-owned brand born from personal experience, resilience and a desire to support other families. Alongside creating thoughtfully designed products, Ali has made giving back a core part of her business, donating a portion of every sale to PANDA to help raise awareness and support for perinatal mental health. Here she talks to The Natural Parent Magazine about the inspiration behind The Muckee Co., how she balances work and family life, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
It came from a real, everyday need. I couldn’t find a reusable washcloth that was gentle enough for my children’s sensitive, eczema-prone skin, durable enough to survive countless washes, and aesthetically pleasing enough that I didn’t mind it hanging in my kitchen or bathroom (and hid the inevitable mess stains).
The timing mattered too. I started Muckee while recovering from postnatal anxiety, which was a time when I needed something to give me purpose and a reason to get out of bed every day. It became a light during a really dark time. That’s when I knew the business had to mean something bigger than just making washcloths. I wanted 10% of all sales to be donated to PANDA (Perinatal Anxiety & Depression Australia) because I wanted other families walking their own journey to know they weren’t alone.
I’m also really inspired by the stories people have generously shared with me since I’ve been more open about my own diagnosis and recovery. That’s what keeps me going.
And honestly? Balancing a demanding corporate career with young kids began to feel impossible. The saying “you can have it all” is flawed. You can have it all, just not all at the same time. Building something flexible, where I could stay present for my kids and pursue something meaningful, was the dream.
The launch: How did you start out in the beginning?
Very DIY. I designed and handmade every single washcloth, designed the logo and taught myself the legalities of starting a business. It was a lot to learn in a short time.
The best advice I got was simple: just give it a go, what’s the worst that could happen? Test and learn as you go. Parenting taught me that nothing has to be perfect to be meaningful and so I have tried to bring that same philosophy to the business. I try to balance progress with perfection, without ever compromising on product quality or how I interact with customers.
Coming from corporate, it’s been a big mindset shift. An incredible experience.
The innovation: What was the biggest breakthrough for you with your business?
There were two, and they’re connected.
On a purpose level, knowing from day one that I wanted to donate a portion of all sales to PANDA grounded us as more than just another baby product. It’s the why behind everything we do.
On a practical level, switching from handmaking to outsourcing manufacturing was a game changer. I know that sounds counterintuitive, but it actually increased the quality of Muckee. Suddenly, I had the capacity to listen to customer feedback and act on it, which was something I couldn’t do when I was glued to a sewing machine (and let’s be honest – my capability limits on a sewing machine).
For example, customers told us the prototype wasn’t staying soft after a few washes. We changed that. Now we hear that the washcloths actually get softer with every wash. We upgraded to OEKO-TEX certified cotton to make sure there are no nasties touching the most sensitive skin. We matched the elastic aesthetically. We refined the design based on what real parents were telling us they needed.
That shift from maker to business owner meant I could actually listen to the customers better. Muckee remains 100% Australian designed and owned, but now it’s better than I could ever have made it by hand.
Yin and Yang: How do you balance work and family?
It’s hard. Anyone running a small business knows you’re always on and the work never stops – and neither does your mind thinking about the next thing. With two kids under four and a third on the way, some days feel like a lot.
What works for us is that when the kids are around, my husband and I really try to be with them. We play, we’re silly, we laugh. We make forts, we draw together. Even fifteen minutes of that genuine, present time shifts everything. It’s good for them, but honestly, it’s good for my mental health too.
I also grab work moments where I can. Early mornings before the kids wake, during naps, after bedtime. I love it, but I’m also mindful that I’m role modelling balance for my kids. I want them to see their mum working on something she believes in, but I don’t want them to grow up thinking busy is the same as being present.
My husband is my true partner in this. We’re a team. I know that I could not do this without him.
