About Us

“We make products for our family and yours.”

Our mission is clean, simple living. What does this mean? This means our promise to you is that our cleaning products for the home will be eco-friendly, non-toxic, and derived from plant-based ingredients.

Clean, means ingredient transparency. Clean means really natural ingredients, no synthetics, palm oil, sulphates, phosphates, bleach, or dyes. Natural ingredients, such as real essential oils. We will always provide transparency on all packaging and our website. Clean means understanding how a small change can have a significant impact.

We strive to have a minimal environmental footprint, we do this with our ultra-concentrated laundry detergents. Our packaging is 100% recyclable, ultra-lightweight, which reduces transportation and fuel consumption.

Simple means, thoughtful, smart designed products for the home. Designed and tested with you in mind. Built for durability, ease of use, and space-saving.

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Hi! I’m Anu, and I’m on a quest to mastermind all-natural alternatives that will make your life efficient, close to nature, and a great deal simpler. I consider myself an eco-enthusiast and hence, you will find all our laundry cleaning products to be non-toxic and eco-friendly.

I am a full-time mom who is always on the run working to achieve a work/ life balance, without sacrificing my family time. For 20 straight years, I pursued my career in Corporate Finance and left it with a series of mixed emotions to start my own business. I wanted to ensure all our products were tested by families, and I’m happy to say all our products are family tested and approved. Rest assured every product has been thoroughly tested and we promise our products use high-quality ingredients and are designed with busy families in-mind.