Our Story
(for MAXIMUM feel good vibes: Click HERE, play the song, and enjoy reading! : )
We built this company from the ground up:
We’re self-funded, self-taught, and owner-operated. We don’t have access to the big money venture capital world. Basically, we’re not rich or well connected. This means careful spending, thoughtful design, and a need to stand out to our customers.
We’re experienced cleaners with time in the natural foods world and passions for art and science. It has taken us a bit to bring our products to market, but we believe that our dedication to sustainability, affordability and usability made the wait worthwhile.
We’ve also done all the work to get this stuff out. From packaging and label design to formulation, web design, photography, marketing, production, shipping, we did it all in-house (literally). We put a lot of thought into every aspect. Our goal is to be truly unique while offering our best to customers and staff.
We love Lucy May Illustrations.
She painted beautiful watercolors for our labels!
What We do
Our awesome Starter Kit.
Make hard-working, safe, and affordable products:
We formulate with care using the best ingredients available anywhere.
Our supplies are commercial quality, tested and proven by professionals.
We think about the health and wellness of you and your family with every decision.
By keeping things simple and taking our time, we’re able to offer excellent value.
We’re working to help reduce this…
Focus on environmental impacts:
We banish single-use plastics, toxic “forever chemicals” and artificial fragrances.
Our products are thoughtfully curated to balance waste reduction with convenience.
With our unique super-concentrated formulas, we’re changing the game in cleaning.
Our plans include disrupting and revolutionizing our broken recycling system.
Working together, it’s what we do.
Create great jobs and help out in our community:
We’re dedicated to fostering success and resiliency for our staff and community.
From wages to benefits, our policies are people-centered and justice-minded.
We aim to support and advocate for our immigrant and refugee communities.
We focus on local charity and volunteerism for the greatest impact.
LONGER VERSION:
Sustainability and usability
Our goal is to provide a sustainable alternative to the everyday household products you’re familiar with. Check out the cleaning section at your local retailers: Bottles, bottles, bottles. Mostly single-use, non-recyclable, virgin plastic bottles. And they’re filled with about 95% water. So, we’re shipping water all over the country in a bunch of plastic bottles that are mostly destined for landfill, incineration, or worse.
We start by minimizing single-use plastic in our packaging. This means durable rPET for now. Eventually, when we can get the leverage with a plastics manufacturer, we will use 100% recycled PET. With rPET we are able to ensure that bottles are not released into the environment or burned for energy, but recycled into usable material.
As for our spray bottles, we’re going for rPET and a recyclable trigger sprayer. The reason here is multi-faceted: Glass breaks, for one. Nobody wants a kid with glass in their foot. Also, glass is heavy and the common bottle shapes are anything but ergonomic. Our bottle, when filled, weighs just over half of the common glass sprayers available. Less weight = less fuel, it’s easy on your wrist, etc. Plastic is amazing! We just need to use the stuff appropriately, like refilling a bottle hundreds of times. That’s what we’re shooting for.
As far as ingredients, we look at safety and biodegradability first, then formulate for efficacy. Our products are highly concentrated and carefully balanced for effective cleaning. We use a blend of anionic and non-ionic plant-derived surfactants, food-grade essential oils, citric acid, and a little salt. Full Ingredient information is listed here.
Affordability
This is something we take pretty seriously. Healthful, feel-good, effective cleaning does not need to be reserved for the wealthy. We won’t name names, but the trend of high cost-of-entry natural cleaners is strong. We’ve seen products with initial costs of up to $15 per ready-to-use bottle of all-purpose type cleaner. Some refills on the market run a bit over $10 For a single bottle of all-purpose cleaner. That means it costs $10 just to clear your hard floors, for instance. You may as well hire it out at that rate.
Everyone deserves healthy effective products for their homes. The know-how is out there, the ingredients and materials are available, but the common marketing model is big-money backed, and out for venture money level profits. Let’s not do that, right?
Our pricing goal is for a refill to cost under a dollar per 16 oz bottle or about 1/2 industry average for natural cleaners. Our 8 oz bottle of all-purpose concentrate is good for 20-40 refills depending on the application. This means each bottle costs less than a dollar store cleaner, it’s a heck of a lot better for you, and you save a plastic sprayer bottle for each refill. We think that’s pretty neat.
Social Responsibility
We need more good companies. A lot more. That’s why we’re on a mission to lead by example in an economy that needs leaders.
Wages/benefits:
Our starting point is inspired by countless labor-progressives. We call it Always Living Wages. This means $15 minimum, staff ownership, retirement, PTO, maternity leave, etc. We will ensure at all times that our staff are provided with what they need to make ends meet and more. That’s the point of having a job, right? We aim to introduce these concepts to local and state governments through thoughtful legislation.
Community:
We are fortunate to have a great local community. Like anywhere though, our people are not without needs. We aim to partner with local schools and food banks on food security. The local community is strong, but mothers of young children often struggle. We hope to focus our support on single and working mothers who deserve a leg-up. We also support the legitimization of migrant and refugee communities through citizenship and hope to fight for our immigrant communities throughout the country.
Environment:
Our business is centered around reducing plastic waste. We want to go further. We are dedicated to innovation in plastic waste and will work with experts from collection to production in developing a universal plastic-sequestering process. We’ve got some really good ideas around this already.
We also aim to assist and support legislation requiring a wholesale overhaul in virgin plastic manufacturing, including eliminating the most troublesome plastics, removing the “triangle” symbols from non-recyclables, and requiring increasing use of PCR resins.