Clean and Green

Celebrities have long been at the forefront of incorporating green products into their branded, collaborative, and signature lines, especially in the beauty and fashion categories. Recently, the home cleaning space has been a hotspot for celebrity-driven, eco-friendly supplies that avoid harmful chemicals and incorporate organic and plant-based ingredients:

  • Kris Jenner and Chrissy Teigen launched Safely, a sustainable and natural cleaning line, in March 2021, with Bed Bath & Beyond the first bricks-and-mortar retailer to carry the brand. This month, a new collection of five dish-washing products, including dish soap, reusable cleaning cloths, a dish towel, and two dish brushes, was added to the assortment.
  • Jessica Alba and her Honest Co. brand of safe and sustainable products for babies and beauty, launched her first Conscious Cleaning products last summer and expanded the line early this year. Products include spray concentrates (multisurface, bath, and glass), surface wipes, and reusable spray bottles.
  • Joy Mangano, inventor of the Miracle Mop, former long-time HSN partner, subject of the movie Joy starring Jennifer Lawrence, and now host and producer of reality competition show America’s Big Deal, signed with agency LMCA in August. Her goal is to expand her CleanBoss by Joy brand into additional categories including cleaning tools, home solutions, mops, vacuums, deodorizers, air fresheners, wipes, cloths, paper goods, travel solutions, and pet products. The brand currently encompasses disinfectant, masks, hand sanitizer, and antimicrobial hangers.
  • Hello Bello is Kristen Bell and Dax Shepard’s sustainable brand that began with diapers in 2019 and has since expanded into a variety of baby and kids’ products as well as personal care items for all ages. It also encompasses home cleaning products including hand sanitizer spray and gel, cleaning concentrates, multisurface cleaner, wood and floor cleaner, glass cleaner, surface wipes, concentrated laundry detergent, and foaming hand soap. Hello Bello’s most recent license, signed last month, is with 1888 Mills for a collection of bedding, towels, and blankets.
  • Kathy Ireland partnered with NaturEZway in 2019 for a line of eco-friendly products under the Kathy Ireland Eco-Clean by NaturEZway name. The supplies are made from bamboo and other natural ingredients and are sold online and in bricks-and-mortar outlets, from hardware/DIY stores to supermarkets to home goods retailers. The array includes composting and compostible trash bags, bamboo paper towels, and bamboo wipes, as well as environmentally friendly napkins, paper plates, utensils, and cups.

Martha Stewart had some Martha Stewart Clean products, including all-purpose cleaner, on the market in the 2010s as part of her direct-to-retail line at Home Depot, and some of Mangano’s products for HSN, introduced years ago, also fell into the environmentally friendly cleaning sector. So the examples listed here do not represent the first incidences of celebrities entering the green cleaning market. But the number of ventures in the space has never been higher.

Several trends are driving the interest. The pandemic put a premium on cleaning and cleaning products in general. And growing recognition of the impacts of climate change has increased consumers’ desire for sustainable goods of all kinds. Meanwhile, green products are increasingly rated as powerful tools for cleaning—their lack of effectiveness was often cited as a barrier to success in the past—and are less likely to carry a significant price premium. Both of these facts are helping drive sales, as well as making celebrities comfortable with marketing such products under a brand name with which they are associated.

Finally, home cleaning products are still a relatively undeveloped niche for celebrity and other branded partnerships, setting them up as an attractive opportunity. On the other hand, these examples show how fast the sector is gaining competitors, indicating that it is not likely to offer significant white space for long.

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