Cleancult
- Company typePrivate
- Founded2020
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cleancult does
Cleancult (legal entity Bocks, Inc.) is a New York-based sustainable household cleaning brand founded in 2017 by CEO Ryan Lupberger. The company designs and sells plant-based laundry detergents, dish soaps, hand soaps, all-purpose cleaners, toilet bowl cleaner sheets, dishwasher tablets, laundry detergent sheets, and wool dryer balls. Its core product technology is a refill system combining reusable aluminum bottles ('eternal' 12oz and 16oz) with paper-based concentrate cartons that customers pour in, eliminating single-use plastic bottles; the company claims a 90% reduction in plastic waste versus traditional cleaners. Products are EPA Safer Choice certified, biodegradable, cruelty-free, and free from phthalates, phosphates, SLS, SLES, dyes, and parabens.
Cleancult generates revenue through two primary channels: direct-to-consumer e-commerce at cleancult.com with a Subscribe & Save subscription (5% discount on monthly refills at $8.99-$12.99 per SKU), and wholesale retail distribution through mass-market and natural channel partners including Target (1,800 stores), Costco (300+ stores), Whole Foods Market (four U.S. regions), Walmart, Amazon, Wegmans, and Harris Teeter. The retail-first go-to-market strategy is reinforced by celebrity backing from Zac Efron and Kevin Hart, which serves as organic brand advocacy.
The company is privately held and venture-backed, having raised approximately $36M+ in total disclosed funding including a $28.4M round in September 2021 led by Anchor Capital GP and two $5M tranches from JPalmer Collective in 2025 (May Series B extension and December). Fortune cited the company as a '$53 million eco-friendly business' in May 2025, though the figure is ambiguous between valuation and revenue. The company is incorporated in New York State, headquartered at 195 Chrystie Street, operates 11-50 employees, and serves primarily U.S.-based eco-conscious, health-conscious, and style-conscious households.
Cleancult firmographics
Firmographics- Name
- Cleancult
- Legal name
- Bocks, Inc.
- Website
- https://cleancult.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Cleancult industry classification
Industry- Product category
- Household Cleaning Products
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Other Detergent Manufacturing (325611)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)
Keywords
Where Cleancult is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cleancult business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Online sales through cleancult.com with subscription (Subscribe & Save) and one-time purchase options. Subscribers receive 5% discount with auto-renewal.
- Retail Distribution: Wholesale relationships with major retailers (Target, Costco, Whole Foods, Walmart, Amazon) generating revenue through product sales to retail partners
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Laundry Detergent Refill - $12.99 |
| Subscription | Monthly | Dish Soap Refill - $8.99 |
| Subscription | Monthly | Hand Soap Refill - $8.99 |
| Unit Pricing | Pay-as-you-go | Laundry Detergent Sheets - $13.99 |
| Subscription | Monthly | All Purpose Cleaner Refill - $8.99 |
| Unit Pricing | Pay-as-you-go | Dishwasher Tablets - $10.49 |
| Unit Pricing | Pay-as-you-go | Wool Dryer Balls - $10.99 |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels5 records
Cleancult product offering
Product offeringCore offering
Cleancult develops, manufactures, and sells concentrated, plant-based household cleaning products — including liquid laundry detergent, dish soap, hand soap, all-purpose cleaner, toilet bowl cleaner sheets, dishwasher tablets, and laundry detergent sheets — packaged in a proprietary refill system of infinitely reusable aluminum bottles paired with recyclable paper-based concentrate cartons. The product line is sold through its own D2C e-commerce site with subscription, and through major retailers including Target, Costco, Whole Foods, Walmart, Wegmans, Harris Teeter, and Amazon.
Product overview
Cleancult is an eco-friendly household cleaning brand offering a comprehensive line of sustainable cleaning products designed to eliminate single-use plastic waste. The product portfolio centers on a refillable system featuring eternal aluminum bottles paired with recyclable paper-based carton refills. Core products include concentrated liquid laundry detergent (64 loads per 32oz), liquid dish soap, liquid hand soap, all-purpose cleaner, toilet bowl cleaner sheets, dishwasher tablets, and laundry detergent sheets. The company also offers supporting accessories like wool dryer balls. All products feature nature-inspired ingredients and are free from harsh chemicals such as phthalates, phosphates, SLS, SLES, dyes, and parabens. Products are available in multiple scent options and sold through major retailers including Target, Whole Foods, Costco, and Amazon.
Differentiator
Problem solved
Functional benefit
Products and services
- Concentrated Liquid Laundry Detergent Naturally derived, biodegradable liquid laundry detergent concentrate; 32 oz carton delivers 64 loads; HE compatible and works in any water temperature; sold in multiple scents (Juniper Sandalwood, Wild Lavender, Fragrance Free, Orange Blossom, Rose Petal, Neroli Vetiver). Targeted at eco-conscious and health-conscious household shoppers.
- Liquid Dish Soap Refill Plant-based, biodegradable 32 oz liquid dish soap refill for use with eternal aluminum bottle; formulated without phthalates, phosphates, petroleum ingredients, dyes, SLS, or SLES; available in scents including Lemon Verbena, Fresh Rain, Wild Lavender, Free & Clear, Mandarin Peel, Mountain Eucalyptus, and Fresh Basil.
- Liquid Hand Soap Refill Gentle, cruelty-free 32 oz liquid hand soap refill with nourishing aloe vera for sensitive skin; available in scents including Lemon Verbena, Wild Lavender, Pink Grapefruit, Water Blossom, Floral Bloom, Juniper Sandalwood, and Sea Minerals.
- All Purpose Cleaner Refill Concentrated multi-surface cleaning spray effective on countertops, walls, high chairs, floors, wood, steel, granite, sinks, and toilets; one 32 oz carton makes up to 4 spray bottles when paired with 16 oz eternal aluminum bottles.
- Toilet Bowl Cleaner Sheets Plastic-free, dissolvable toilet bowl cleaner sheets that eliminate the need for a plastic bottle; users drop a sheet into the bowl, brush, and flush; available in Fresh Lemon and Sea Spray scents.
- Dishwasher Tablets Automatic dishwasher tablets sold in 32-count refill packaging; available in Fresh Scent and Lemongrass variants.
- Laundry Detergent Sheets Pre-measured, dissolvable laundry detergent sheets sold in 60-count packaging; available in Fresh Linen, Wild Lavender, Juniper Sandalwood, and Free & Clear scents.
- Wool Dryer Balls Fragrance-free natural wool dryer balls (3-pack) positioned as a reusable alternative to single-use dryer sheets; help reduce drying time and soften clothes.
- Refillable Aluminum Bottles Proprietary "eternal" refillable aluminum bottles designed for repeated refilling with Cleancult's paper-based concentrate refills; available in 12 oz (hand soap) and 16 oz (dish soap and all-purpose cleaner) sizes; sold pre-filled or as part of the refill system.
Quantifiable outcome
- 90% plastic waste reduction compared to traditional single-use plastic packaging
- +2 more outcomes
Companies that use Cleancult
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Cleancult technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Cleancult partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and flagship.
- Whole Foods MarketcoreLaunched innovative aluminum and paper-based packaging for cleaning products at Whole Foods Market stores across four U.S. regions. Partnership promotes eco-conscious alternatives in everyday cleaning routines while meeting high sustainability standards.
- TargetflagshipLaunched sustainable refill system in 1,800 Target stores nationwide and online. Partnership features recyclable paperboard carton refills paired with prefilled aluminum bottles, making eco-friendly cleaning products accessible to mainstream consumers.
- CostcoflagshipExpanded nationwide at over 300 Costco stores and Costco.com, introducing refillable aluminum bottles and paper-based cartons to eliminate single-use plastics. The partnership supports consumer demand for sustainable products at warehouse club scale.
Scale indicators6 records
Recent moves9 records
Expansion highlights5 records
Cleancult competitors and assessment
Company assessmentDirect peers
- Blueland: Refill-based, eco-friendly household cleaning brand offering tablet and powder concentrates paired with reusable bottles. Closest direct competitor to Cleancult on refill packaging architecture and DTC-plus-retail distribution.
- Grove Collaborative: DTC-first sustainable home and personal care brand with subscription model and growing retail presence. Competes directly with Cleancult on eco-friendly cleaning category and customer acquisition motion.
- Method Products: Eco-friendly household cleaning brand sold through mass retail and DTC, now owned by SC Johnson. Direct competitor in the same shelf set at Target, Whole Foods, and grocery channels.
- Mrs. Meyer's Clean Day: SC Johnson-owned eco-friendly household cleaning brand with strong mass-market retail presence. Competes head-to-head with Cleancult in dish soap, hand soap, all-purpose, and laundry categories.
- Seventh Generation: Unilever-owned eco-friendly household cleaning brand with deep retail penetration in grocery and mass channels. Competes with Cleancult in laundry, dish, and surface cleaning categories.
- Dropps: Eco-friendly laundry detergent in sheet and pod form with strong DTC subscription model. Direct overlap with Cleancult's laundry detergent sheets and refill positioning.
- Branch Basics: Concentrated, refill-based non-toxic cleaning brand sold DTC and through select retail. Closely comparable to Cleancult on the refill concentrate + reusable bottle model and clean-ingredient positioning.
- ECOS: Eco-friendly laundry and household cleaning brand with retail and DTC distribution. Competes with Cleancult in plant-based, biodegradable cleaning categories at similar price points.
- The Laundress: Premium eco-friendly laundry and home cleaning brand with strong DTC and specialty retail presence. Comparable to Cleancult on positioning, scent-forward branding, and laundry category leadership.
Emerging players
- Common Good: Refill-based household cleaning brand offering refillable bottles and concentrated refills. Smaller-scale direct overlap with Cleancult on refill packaging and sustainability-led branding.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Cleancult social profiles
Digital presenceCleancult financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cleancult leadership team
Management profileNumber of profiles
Profiles5 records
Cleancult funding detail
Funding detailFunding overview
Funding rounds9 records
Investors26 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cleancult M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cleancult
What does Cleancult do?
Cleancult develops, manufactures, and sells concentrated, plant-based household cleaning products — including liquid laundry detergent, dish soap, hand soap, all-purpose cleaner, toilet bowl cleaner sheets, dishwasher tablets, and laundry detergent sheets — packaged in a proprietary refill system of infinitely reusable aluminum bottles paired with recyclable paper-based concentrate cartons. The product line is sold through its own D2C e-commerce site with subscription, and through major retailers including Target, Costco, Whole Foods, Walmart, Wegmans, Harris Teeter, and Amazon.
Is Cleancult a public or private company?
Cleancult is a private company. It is classified as venture growth investor backed and is currently operating.
When was Cleancult founded?
Cleancult was founded in 2020. It employs 11 to 50 people.
Where is Cleancult based?
Cleancult is headquartered in New York, United States, in the North America region.
How does Cleancult make money?
Two revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution.
Who are Cleancult's main competitors?
Direct peers on record are Blueland, Grove Collaborative, Method Products, Mrs. Meyer's Clean Day, Seventh Generation, Dropps, Branch Basics, ECOS and The Laundress. Common Good is listed as an emerging player.
Does Cleancult have an API?
No public API is recorded for Cleancult.
What industry is Cleancult in?
Cleancult's product category is Household Cleaning Products. Its primary akta.pro industry code is CRADAKAG, Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen). Its NAICS code is 3256 and its SIC code is 2840.