What Branch Basics does

Branch Basics is a privately held, women-founded consumer products company operating under The Power of Pure LLC and headquartered in Minneapolis, Minnesota. Founded in 2012 by Marilee Nelson, Allison Evans, and Kelly Ibele Jackson after personal health transformations linked to removing toxic chemicals from their environments, the company designs and sells human-safe, plant- and mineral-based cleaning products. Its flagship offering, The Concentrate, is a 33.8 fl oz multi-purpose formula using ingredients such as Decyl Glucoside, Coco-Glucoside, Sodium Citrate, and Organic Chamomile that, when diluted with water in designated refillable bottles (All-Purpose, Bathroom, Streak-Free, Laundry, Foaming Wash), is designed to replace all-purpose, bathroom, laundry, streak-free, and foaming wash cleaners across the home. The line is complemented by specialized products including Laundry Detergent Powder (up to 120 loads per bag), Oxygen Boost, Gel Hand Soap, and plastic-free Dishwasher Tablets, along with starter kits, bundles, and accessories. Third-party certifications (Made Safe, EWG Verified, Leaping Bunny) support the human-safe positioning.

The business model combines direct-to-consumer e-commerce on branchbasics.com, a Subscribe & Save subscription program offering 10-15% discounts on refills, and national retail distribution through Target stores and Target.com (launched 2025). Pricing ranges from $15 for a single-pack of Dishwasher Tablets to $190 for a Full Restock Bundle, with the Ultimate Starter Kit retailing at $115-$145. The company sells the Toss the Toxins paid online course as an education extension and operates a Pure Perks loyalty program with Insider and Advocate tiers. Target customers are health-conscious families, chemically sensitive individuals, and eco-conscious consumers seeking non-toxic alternatives to conventional cleaning products. Per company disclosures, Branch Basics surpassed $50 million in revenue in 2025 with 25%+ year-over-year growth projected for 2026, has sold over 2.5 million Concentrate bottles, and carries 20,000+ five-star reviews; one in three purchases originates from friend or family referrals.

Name

Branch Basics

Legal name

The Power of Pure LLC

Website

https://branchbasics.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Branch Basics is a women-founded, Minneapolis-based consumer products company selling plant- and mineral-based, human-safe cleaning products, led by a multi-purpose Concentrate that replaces all household cleaners when diluted with water. It distributes DTC, via subscription, and through Target nationwide to health-conscious families.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), 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

Concentrated All-Purpose Cleaners (Dilutable) (CRAJAMAH)

akta.pro secondary industries

Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA), Automatic Dishwasher Detergents (Tablets, Pods, Powders, Gels) (CRAJABAA), Glass & Multi-Surface All-Purpose Cleaners (CRAJAMAE), Bathroom All-Purpose Cleaners (Multi-Surface) (CRAJAMAF)

Keywords

• Non-toxic cleaning products
• Plant-based cleaners
• Multi-purpose concentrate
• Natural laundry detergent
• Eco-friendly home care

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Product Sales: Direct-to-consumer sales of cleaning products including concentrates, starter kits, refills, laundry detergent, dishwasher tablets, and accessories through e-commerce and retail channels.
2. Subscription Refills: Subscribe & Save program offering 10% discount on auto-delivery refills. Customers can change, skip, or cancel deliveries anytime. Provides predictable recurring revenue from refills of concentrates and single products.
3. Retail Distribution: Wholesale distribution through Target retail stores and Target.com, making products available through physical retail footprint nationwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Branch Basics manufactures and sells plant- and mineral-based, human-safe cleaning products under a single multi-purpose Concentrate system: one concentrate diluted with water replaces all-purpose, bathroom, laundry, streak-free, and foaming wash solutions. The line is extended with specialty products including Laundry Detergent Powder, Oxygen Boost, Gel Hand Soap, Dishwasher Tablets, refillable bottles, starter kits and bundles, plus accessories such as Wool Dryer Balls and Beeswax Candles, and the Toss The Toxins online education course.

Product overview

Branch Basics is a women-founded human-safe cleaning products company offering a multi-use Concentrate-based system alongside dedicated specialty products. The flagship Concentrate (33.8 fl oz) is a plant- and mineral-based multi-purpose solution that, when diluted with water in designated bottles (All-Purpose, Bathroom, Streak-Free, Foaming Wash, Laundry), replaces virtually all cleaning supplies in a home. This core Concentrate system is complemented by standalone specialty products including Laundry Detergent Powder (up to 120 loads), Oxygen Boost (4 lbs stain booster), Gel Hand Soap, and Dishwasher Tablets (plastic-free). The company sells starter kit bundles (Ultimate, Premium, Cleaning Essentials, Laundry, Travel) and restock bundles (Full Restock, Bestsellers, Concentrate & Oxygen Boost, Concentrate, Laundry & Dish Tabs), as well as accessories (Wool Dryer Balls, Natural Scrub Brush, Beeswax Candle, glass bottle sets, and mini/travel sizes). Branch Basics also operates a Subscribe & Save subscription program (10–15% off), a loyalty rewards program (Pure Perks), and an online education course (Toss The Toxins). Products are sold DTC and at Target nationwide, and have achieved over $50 million in revenue with 2.5+ million Concentrate bottles sold.

Differentiator

Problem solved

Functional benefit

Brands

• Toss the Toxins: An online course based on founder Marilee Nelson's experience helping clients heal, designed to help people remove harmful products and build a healthier home.
• Pure Perks Rewards

Products and services

• The Concentrate The flagship multi-purpose plant- and mineral-based concentrate (33.8 fl oz) that, when diluted with water in designated bottles, replaces all cleaning supplies across the home — all-purpose, bathroom, laundry, streak-free, and foaming wash solutions from a single product.
• Laundry Detergent Powder All-in-one fragrance-free powder laundry detergent (up to 120 loads per bag) combining stain-fighting, odor elimination, whitening, and brightening in a single scoop; safe for standard and HE washing machines and septic tanks; Leaping Bunny certified.
• Dishwasher Tablets Plastic-free (microplastic-free) dishwasher tablets that cut through grease, grime, and stuck-on food; designed for multi-surface cleaning and residue-free results; available in single and 2-pack quantities.
• Oxygen Boost Natural cleaning powder (4 lbs) that boosts the power of the Concentrate for tough cleaning jobs including burnt pots and pans, laundry stains, carpets, stovetops, tile, grout, and soap scum; Made Safe certified.
• Gel Hand Soap Nourishing gel hand soap formulated to be safe and gentle on skin; available as full product and refill; marketed as promoting health through safe ingredients.
• Foaming Wash A gentle foaming wash derived from the Concentrate for hand washing, dishes, brush cleaning, jewelry cleaning, pet washing, bubble baths, body wash, and shaving cream; available in plastic and glass bottles.
• All-Purpose Bottle Empty refillable spray bottle ready to fill with water and Concentrate; designed for everyday surface cleaning including countertops, baseboards, sinks, furniture, car seats, and produce.
• Bathroom Bottle Empty refillable spray bottle for mixing with Concentrate for bathroom cleaning; designed for tile, grout, showers, tubs, shower liners, and soap scum removal.
• Streak-Free Bottle Empty refillable spray bottle for mixing with Concentrate to create a streak-free glass and mirror cleaning solution; designed for windows, glass, mirrors, appliances, shower doors, and electronics.
• Laundry Bottle Empty refillable bottle for mixing Concentrate and optional Oxygen Boost to create a liquid laundry solution; designed for delicates, wool, silk, and sensitive skin; up to 64 loads per bottle.
• Ultimate Starter Kit All-in-one starter kit featuring all best-selling Branch Basics products including Concentrate, bottles, and accessories for comprehensive home cleaning; available in plastic and glass bottle variants.
• Premium Starter Kit Entry-level human-safe cleaning kit designed for beginners; includes essential Concentrate and refillable bottles to begin a non-toxic cleaning journey; available in plastic and glass variants.
• Cleaning Essentials Kit Basic human-safe cleaning essentials kit providing foundational cleaning products needed for a healthier home; available in plastic and glass bottle variants.
• Laundry Kit Targeted laundry cleaning kit including the Concentrate, Laundry Bottle, and Oxygen Boost for safe plant- and mineral-based laundry cleaning that removes spots, stains, and odors; available in plastic and glass bottle variants.
• The Bestsellers Bundle Bundle of the most-loved Branch Basics formulas tackling laundry, dishes, surfaces, and more; offered at a discount with Subscribe & Save option.
• Full Restock Bundle Subscription bundle including a 3-month supply of bestselling human-safe cleaning essentials; offered at a savings via the Subscribe & Save program.
• Concentrate & Oxygen Boost Combo bundle pairing the flagship Concentrate with Oxygen Boost for a powerful, safe, and effective cleaning duo for laundry, stains, surfaces, and tough cleaning jobs.
• Concentrate, Laundry & Dish Tabs Daily staples bundle combining the Concentrate, Laundry Detergent, and Dishwasher Tablets for comprehensive safe cleaning from kitchen to laundry.
• Wool Dryer Balls Natural wool dryer balls that replace toxic dryer sheets; soften clothing and reduce wrinkles and drying time through mechanical action in the dryer.
• Natural Scrub Brush Versatile natural beechwood brush for dishes, grout, stains, and general cleaning; designed for use with Branch Basics cleaning solutions.
• Beeswax Candle 100% pure beeswax candle with organic cotton wick housed in a lead-free glass jar; fragrance-free with a subtle honey aroma; burns cleanly with minimal soot; average burn time of 40 hours.
• Travel Kit TSA-approved mini Concentrate and mini All-Purpose travel sizes for on-the-go cleaning; designed for convenient travel-friendly cleaning without carrying full-size products.
• Glass Bottles Essentials Pack Premium set of refillable glass spray bottles including All-Purpose, Bathroom, and Streak-Free bottles for sustainable, durable home cleaning storage.
• Mini Concentrate Travel-size Concentrate refill (2 fl oz) for conveniently refilling travel minis on the go.
• Gift Card Digital gift cards available in $25, $50, $75, $100, and $200 denominations; delivered to recipient's inbox with redemption instructions at checkout; no additional processing fees.
• Toss The Toxins Course Online course led by Branch Basics co-founder Marilee Nelson guiding users through a categorized process to remove harmful products from their homes at their own pace; based on 3+ decades of environmental toxin expertise.

Quantifiable outcome

• 2.5 million+ bottles of Concentrate sold
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• TargetcoreChannel Partner/ Reseller/ Distributor · 1 January 2025Branch Basics launched in Target stores nationwide in 2025, making products available at over 1,900 Target locations. Products sold include prefilled bottles and concentrates. Target emerged as No. 1 natural surface cleaner across subcategories since launch. This retail partnership is a core distribution channel for the brand.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Method Products: Established natural-design cleaning brand now owned by Ecover/SC Johnson. Competes across all-purpose, dish, and laundry categories with broader mass-market positioning than Branch Basics.

Emerging players

• Common Good: Smaller refillable natural cleaning brand focused on refill stations and eco packaging. Comparable on refill/sustainability narrative but smaller scale than Branch Basics.
• Dropps: DTC laundry and dish pods brand with EWG Verified certifications and subscription model. Overlaps with Branch Basics' laundry and dishwasher tablet launches but is more narrowly focused on pods.

Direct peers

• Attitude: Canadian natural cleaning and personal care brand with EWG verification and a similar plant- and mineral-based positioning. Comparable product philosophy and EWG-verified trust signal.
• Mrs. Meyer's Clean Day: SC Johnson-owned natural cleaning brand with multi-surface sprays, laundry detergents, and dish soaps. Competes head-to-head with Branch Basics on Target shelves and in the 'human-safe, plant-derived' positioning.
• Grove Collaborative: DTC-first natural household essentials retailer with its own branded cleaning and laundry products plus subscription refills. Closely analogous GTM model to Branch Basics with a similar subscription and refill mechanic.
• The Laundress: Premium, design-forward detergent and fabric care brand emphasizing fragrance and gentle formulations. Comparable on premium laundry positioning and chemically sensitive consumer segment.
• Seventh Generation: One of the most established natural household cleaning and laundry brands in the US, offering plant-based detergents, dish soaps, and surface cleaners directly competitive with Branch Basics' positioning. Comparable target shopper (health- and eco-conscious families) and overlapping retail distribution including Target.
• Blueland: DTC brand offering tablet-based, plastic-free cleaning and laundry products with refill subscription model. Closely comparable on concentrate-to-dilution mechanics, eco-friendly positioning, and Target retail presence.
• Puracy: Plant-based, natural cleaning and laundry brand sold DTC and through major retailers including Target. Directly comparable on natural ingredient positioning and family-safe messaging.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@branchbasics
• YouTubeyoutube.com/channel/UCohnjXwA7RthgdfMMV6Y3Ag
• Facebookfacebook.com/BranchBasics
• Instagraminstagram.com/branchbasics/?hl=en
• Pinterestpinterest.com/branchbasics

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Branch Basics