FLORA

Good Natured Brand envisions a future where every household enjoys powerful, effective cleaning without compromising health or the planet. Our mission drives us to redefine home care by delivering natural, safe, and responsible products that nurture both families and the environment.

We are committed to transparency and innovation, crafting each product from carefully selected plant-based ingredients to ensure a safer, cleaner world free from harsh chemicals. Through purposeful design and genuine values, we empower conscious consumers to make impactful choices that protect pets, children, and nature.

Backed by a visionary parent company that harnesses technology to advance sustainable brands, we aim to cultivate a healthier lifestyle and a thriving ecosystem, inspiring a movement of mindful living that harmonizes modern needs with ecological stewardship.

We've been following Good Natured Brand's journey from its farmers market roots to becoming a household name in eco-friendly cleaning, and there's a lot to unpack here. What started as two pet parents' mission to create safer cleaning products has blossomed into something quite remarkable.

A Fresh Take on Clean

What immediately caught our attention is how Good Natured Brand manages to strike that elusive balance between effectiveness and eco-consciousness. Their plant-based formulations pack a serious punch against dirt and odors, while keeping pets and kids safe. It's refreshing to see a cleaning brand that doesn't make you choose between performance and peace of mind.

Beyond the Bottle

We're particularly impressed by the thought that goes into their product development. The clean, botanical-inspired packaging isn't just pretty – it reflects a deeper commitment to transparency. And while many brands claim to be "natural," Good Natured Brand backs it up with genuinely plant-based ingredients that work.

Smart Growth, Strong Backing

Their acquisition by Flora has proven to be a game-changer. With access to AI-driven optimization and solid venture backing, they've scaled intelligently without compromising their core values. Reaching over a million customers is no small feat in the competitive cleaning products space.

Who It's Perfect For

If you're a pet parent, have young children, or simply care about using products that work without harsh chemicals, Good Natured Brand hits the sweet spot. Their expansion into Whole Foods and other retailers makes these products increasingly accessible to conscious consumers who don't want to sacrifice cleaning power for safety.

While the price point might be higher than conventional cleaners, we think the peace of mind and environmental benefits more than justify the investment. It's clear why they've built such a loyal following – they're delivering on their promises without cutting corners.