Our Story
Twenty-three years of hospitals led to one bottle.
We didn't take outside money and we don't answer to corporate owners. We made the cleaner our own family needed — small-batch, made with care — and now we're sharing it with yours.
Chapter 01 — The hospital years
Twenty-three years of chronic illness.
Hospitalizations. Flares. Treatments that helped and treatments that didn't. Doctors had an answer for everything except why his body kept reacting — until he started paying attention to what was on the counter, under the sink, in the air of the home he was trying to heal in.
Chapter 02 — The discovery
Between hospital stays, he started reading.
Not medical journals — cleaning product labels. The word "fragrance" hiding an undisclosed chemical list that could legally run into the hundreds. The home he was cleaning was working against the body he was trying to heal.
Chapter 03 — The kitchen table
He brought it to Elizabeth.
A PhD scientist and a mother who wouldn't put anything on a formula sheet she wasn't willing to use on her own kids. She started mixing a plant-based concentrate at her kitchen table, ingredient by ingredient. John and Miguel built the company around what she made — no outside investors, no corporate owners, just four people deciding a family's cleaning products shouldn't be a mystery.
Chapter 04 — Today
Small-batch, made with care.
What hasn't changed since that first batch: every ingredient published, no artificial scents, no synthetic chemicals. The mission hasn't changed since that first batch: detoxify 1 million homes, and keep 100 million plastic bottles out of the ocean.
The mission, in numbers
0
of chronic illness that started it
0
homes we're detoxifying
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plastic bottles kept out of the ocean
This isn't a brand built to grow at any cost. It's a brand built around one decision we made, standing in a cleaning aisle, holding bottles we couldn't read the labels on.
Every ingredient is on the front of our label because nobody else will put it there. We publish what's in everything, and we make it small-batch — your bottle was blended weeks, not years, before it reached your door.
If you've held one of those unreadable bottles too — you already understand.
— Italo, Elizabeth, John & Miguel
