Startup Beat

“Cleanliness” took on a whole new definition after the events of 2022. When COVID-19 entered the picture, so did a slew of cleaning products to try and protect ourselves from the virus. We started to sanitize things that we never imagined needing to before in response to this new microscopic enemy—from door handles, to air conditioning vents, all the way to the mailbox slot. 

It seems to be that this standard of cleanliness has reached a point of no return as well, with the cleaning product industry saying that they expect this new habit of intense cleaning to be long-term. But with the significant uptick in cleaning in our households, many consumers want to see more natural ingredients and fewer chemicals.

This is mirrored by the escalation of market value in eco-friendly cleaning products—because if a product is okay for the environment, it can by proxy be assumed that it

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