Our Mission

Our mission is to transform daily cleaning routines into delightful rituals that restore the balance between people and the planet.

Old, Entitled System

WASTEFUL

Large Format: Traditional home care products are 90% water, making them unnecessarily bulky, heavy and costly to ship.

Single-Use: Only 9% of all plastic waste ever produced has been recycled. Approximately 12% has been incinerated and 79% persists throughout our natural environment, manifesting in our oceans, marine life and even in our food and water. By 2050, scientists predict that plastics will outweigh the fish in our oceans.

UNINSPIRED

Old school cleaning product are happy to remain hidden, underneath your sink.

TOXIC

Many cleaning products use overly toxic ingredients and have trained us to believe that cleaning should smell chemical. These ingredients are unhealthy for people and the planet, as they wash away into our water systems.

New, Elevated System

SUSTAINABLE

Small Format: Our concentrated formulas save 10x the carbon emissions by using water from your tap.

Reusable and Recyclable: Our vessels and vials are made from aluminum and clear glass, respectively, which the most recyclable and recycled materials available. Nearly 75% of aluminum created in the U.S. is still in circulation vs. only 9% plastic.

COUNTER-WORTHY

Objects designed to be seen and enjoyed. We set out to create products that enhance your thoughtful, well curated spaces.

SELF-CARE

We treat home care like self-care, because at the end of the day, it is. Taking care of your home and the people in it is an act of love for you and for the planet.

We work with leading chemists and perfumers to source high quality, skin friendly, all-natural formulations and fragrances that smell and feel intoxicating, not toxic.

read more about our approach

A Letter from our Founder

Cleaning routines often feel like chores; the result might be rewarding, but the process is anything but.

Not to mention that the products we use are wasteful, poorly designed and usually toxic to the environment and ourselves.

We set out to create a new paradigm in home care;

A brand with sustainability at its core, that blends the intention of design with the spirit of wellness. An experience that elevates the act of cleaning itself.

Our gentle on the Earth products were created for you to reimagine daily cleaning as an enjoyable sensory experience, one that's counter-worthy, gift-worthy and you-worthy.

Thanks for being a Good Guest.

I hope you enjoy our products as much as we do.

Jackie