Ryan Lupberger set out to form Cleancult in 2017 as an alternative to conventional detergent powder; but it all happened on a random laundry day when he decided to look at the back of a detergent bottle. There were no recognisable ingredients on it, and the abundant internet searches produced shocking results about the ones that were listed- they were toxic and harmful to the environment, and of course, came in plastic bottles that never biodegrade. “That was when I set out to design a cleaning system without any harmful ingredients and zero single-use plastic waste packaging – leading to the inception of what is now Cleancult,” recalls the founder.
Need for an alternative
Laundry detergents and hard soaps do not occur naturally- they are an amalgamation of chemicals like surfactants, formaldehyde, Nonylphenol ethoxylatesthat et al, that are important to ‘clean’ a plethora of stains and dirt from clothes and dirty hands. Unfortunately, none of these are good for animals, highly toxic to aquatic life, and harmful for humans too. Realising this, Ryan wanted to come up with ways to fulfil his mission “to help people switch from a bad plastic habit to a cleaner refill ritual, and give customers a clean that really means clean.” To remove plastic from this everyday chore was challenge enough, coupled with the motive to get rid of any toxic materials from it intensified the struggle. Leading a revolution and convincing people to become a part of it is never easy. “With any new company, fundraising can be difficult, especially with this being the first brand we had launched. When we were first securing our initial funds, it took several meetings and a lot of persistence, all rooted in our belief in the brand concept and overall mission,” adds Ryan.
Sustainable cleaning
Cleancult is the first company to successfully package soaps and detergents into recyclable paper-based cartons. The products consist of a refillable system featuring 100% recyclable, FSC certified paper-based refill cartons to pair with reusable glass dispensers. Elaborating, Ryan says, “We offer laundry detergent, all-purpose cleaner, hand soap, dish soap, and more, made with safe, efficacious formulas that smell heavenly and are infused with nature-inspired, real ingredients.” The brand has been recognised as a Giga-Guru by Walmart, is an Activator in the U.S. Plastic Pact, a member of the Sustainable Packaging Coalition, has earned the Carbonfund.org Foundation’s Carbonfree Product Certification, is cruelty-free and Leaping Bunny certified, and is certified plastic neutral for its suite of products. A testimonial to its sustainability is that, all the refill cartons and shipper boxes at Cleancult use FSC certified paper that is 100% recyclable, and the product formulas are made with ingredients inspired by nature. The brand efforts reduce plastic waste by 90% and prevent over 3,400,000 plastic bottles from entering the environment each year.
Ryan has no intention of taking a break from this journey, he says, “Looking ahead, we plan to continue welcoming new members into the Cult of Clean and helping consumers reduce their plastic waste. Following our recent retail expansion into Walmart, we’re excited to bring change to the category and help retailers reach their sustainability goals by making zero single-use plastic waste products accessible to customers nationwide.” There is a need for more ventures to start working on the same line for a global impact on reducing plastic, and first steps like Cleancult can be attributed as the heralds of a new branch of cleaning products that truly Clean.
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