Brand to Watch: Cleancult

Cleancult was founded with one mission in mind: to redefine clean. The cleaning industry has a dirty little secret: it’s not so clean after all. In order to fix tomorrow’s problems, we have to fix today’s cleaning model. So that’s what we did. We built a better cleaning system, one that’s easy, sustainable, and cost-effective. One that rethinks everything, from ingredients to packaging to performance to shipping. We spoke to Olivia Kirby, their Director of Social Media and Content.

Follow: @cleancult


What makes the brand sustainable or eco-friendly?

Our products are made of natural ingredients and are completely biodegradable. They’re plant-based, vegan (Leaping Bunny Certified), pet-safe, and kid safe. Other cleaning products (even eco-friendly ones!) use a lot of plastic, which clogs up homes, landfills, and oceans. Our innovative refill system makes it easy to clean sustainably, with 100% recyclable packaging made in the USA and carbon-neutral shipments. After you refill your bottles, we recycle your cartons. Or, join our free recycle back program and we’ll take care of it for you.


Cleancult Liquid Dish Soap Refills


Why did Cleancult decide to do a subscription model?

Cleancult went with a subscription model because we sell refills to cut down on waste. We wanted the process to be as convenient and planet friendly as possible, while being affordable for all homes.


What are some of the challenges of being a brand centered on sustainability?

I think the biggest challenge is how fast technology and trends change. You have to have an incredible product development team dedicated to both what your brand offers as its point of differentiation and sustainability. “Sustainability” is a relatively new field and area of expertise, so finding the right talent is difficult. The dedication to being a brand that does better needs to start at the top and trickle down to each employee.


Liquid Hand Soap Refill lavender 

What’s in the future for Cleancult?

We hope to keep working on reducing waste in the cleaning industry, we don’t see an end in sight. There is a lot of work to do and we’re ready to get dirty ;)


What advice would you give to people who feel overwhelmed by their personal responsibility and actions around sustainability?

As someone who has a huge personal passion for minimizing my footprint and fighting climate change, there isn’t a day that goes by that I don’t have crippling anxiety about the state of the planet. But I’m only one person, doing as much as I can, when I can. And that has to be good enough at times. As long as we continue to hold corporations and our governments accountable, and take small steps in our own lifestyle choices, we are doing the best we can. We’re all in this together, and we need to share the work and the burden. Take a deep breath, remember how beautiful our planet is and what it gives us, say thank you, and keep on fighting.  


Cleancult Liquid Dish Soap Refills


What are a few resources that have helped you learn on your sustainability journey?

Climate change disproportionately impacts communities of color, especially women. And I need to be loud about that, especially as a white woman from the north east of the United States. So for me, the best resources are women of color, Black women, and other people that don’t look like me. They teach me how differently we experience the consequences of climate change, how to pay attention, ways to call for action, and never to stop doing the work. My favorite space to go of course is social media. Here are some of my fave IG accounts: