Force of Nature Clean

What Force of Nature Clean does

Force of Nature Clean, operating legally as HCI Cleaning Products, LLC and headquartered in Westford, Massachusetts, manufactures countertop electrolyzer appliances that convert tap water, salt, and vinegar into a multi-purpose cleaner, deodorizer, and EPA-registered hospital-grade disinfectant via on-site generation of hypochlorous acid (HOCl). The company was founded in 2016 by co-founders Melissa Lush and Sandy Posa, with the original 12 oz home system as its flagship product; it expanded into a 64 oz commercial-grade system (Force of Nature Pro) in 2022 and added biodegradable laundry detergent sheets in 2023. The core technology relies on proprietary capsule-based precision chemistry, automatic water-chemistry and temperature adaptation, and an EPA registration (No. 93040-1) that places the product on EPA Lists N, Q, G, and H, positioning it for both consumer household use and regulated commercial facilities such as hospitals, ICUs, schools, daycares, and veterinary clinics.

The business model is a closed-loop hardware-plus-consumables system: one-time hardware revenue from the $76–$93 home bundles and the $224.99 Pro commercial kit is paired with a recurring subscription consumable stream of activator capsules ($28.75/month for 25-count home refills up to $71.15/month for 25-count Pro refills), with a 17% subscriber discount driving retention. Go-to-market is primarily direct-to-consumer through forceofnatureclean.com with free shipping to the contiguous US, Canada, Puerto Rico, and American Samoa, supplemented by an Amazon marketplace listing for discovery and convenience purchases and a separate dedicated Pro portal with custom pricing and training for enterprise and institutional buyers. The company supports acquisition through a brand ambassador program ($20 per kit/bundle sold), a friend-referral program (25 free capsules per referral), a points-based rewards program, and earned media coverage in outlets including CNN, the New York Times Wirecutter, Good Morning America, the Today Show, and Inc. 5000.

The company has stacked a dense portfolio of third-party validations — Green Seal, Leaping Bunny, EPA Safer Choice, National Eczema Association Seal of Acceptance, Mayo Clinic SkinSAFE 100% Top Allergen-Free, Clean Label Project Purity Award, and ClimatePartner Carbon Neutral certification (the first disinfectant to achieve it) — which collectively target health-conscious families and facilities that require an EPA-registered disinfectant without toxic fumes, fragrances, dyes, surfactants, or single-use plastic. Headcount is in the 11–50 employee range and the company appears to be founder-led with minimal disclosed external capital, operating as a bootstrapped or lightly funded private business.

Name

Force of Nature Clean

Legal name

HCI Cleaning Products, LLC

Website

https://forceofnatureclean.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Force of Nature Clean manufactures countertop electrolyzer appliances that convert salt, water, and vinegar into an EPA-registered hospital-grade hypochlorous acid disinfectant, sold direct-to-consumer to health-conscious households and via a dedicated Pro line to commercial facilities.

Ownership category

akta.pro rank

Product category

Consumer Cleaning Appliances

NAICS

Small Electrical Appliance Manufacturing (33521)

SIC

Electric Housewares & Fans (3634), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Natural/Eco All-Purpose Cleaners (CRAJAMAM)

akta.pro secondary industry

Eco Kitchen & Appliance Detailing (HSAEAGAF)

Keywords

• Electrolyzed water cleaners
• EPA-registered disinfectants
• Non-toxic cleaning products
• Cleaning appliance systems
• Commercial cleaning solutions

Headquarters

HQ city

Westford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Appliance/Hardware Sales: One-time sale of electrolyzer appliances (Force of Nature 12oz system for home or 64oz Force of Nature Pro for businesses). Starter kits include the appliance plus capsules and spray bottle.
2. Capsule Refills: Recurring consumable sales of Activator Capsules (salt, water, vinegar blend) that are squeezed into the appliance to generate cleaning solution. Available as one-time purchases or subscription with 17% discount.
3. Laundry Detergent Sheets: Sale of biodegradable laundry detergent sheets that eliminate plastic jugs and pods.
4. Accessories and Extras: Reusable bottles, cleaning cloths, travel-sized bottles, power cords, and sprayers sold as add-on purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Force of Nature manufactures and sells countertop electrolyzer appliances that convert salt, water, and vinegar into a multi-purpose cleaner, deodorizer, and EPA-registered disinfectant (hypochlorous acid). The product line includes a 12oz home system, a 64oz Force of Nature Pro commercial system, recurring Activator Capsule refills, and complementary products such as biodegradable laundry detergent sheets and reusable accessories. The system is designed to replace multiple traditional cleaning products while eliminating single-use plastic bottles and toxic chemical residues.

Product overview

Force of Nature Clean offers a product line centered on electrolyzed water technology that converts salt, water, and vinegar into a multi-purpose cleaner, deodorizer, and EPA-registered disinfectant. The core offering consists of two product systems: the original home system (12 oz capacity) and the Force of Nature Pro commercial system (32/64 oz capacity). Both systems use the same core technology—hypochlorous acid (HOCl) produced through electrolysis—but differ in scale. The product portfolio includes starter kits and bundles (combining the electrolyzer appliance with capsules and accessories), refill capsules for ongoing use, and complementary products such as laundry detergent sheets, reusable cleaning cloths, reusable food wraps, and travel-size bottles. The ecosystem is designed to replace multiple traditional cleaning products (glass cleaner, bathroom cleaner, kitchen degreaser, deodorizer, and disinfectant) with one system, while eliminating single-use plastic bottles.

Differentiator

Problem solved

Functional benefit

Brands

• Force of Nature Pro: Commercial-grade 64 oz system designed for large footprint businesses with customized pricing, assortment and training for organizations.

Products and services

• Force of Nature Starter Kit The original 12oz home electrolyzer cleaning system that converts salt, water, and vinegar into an all-in-one cleaner, deodorizer, and EPA-registered disinfectant. Includes the electrolyzer appliance, 5 activator capsules, and a spray bottle. Designed for health-conscious households seeking a non-toxic replacement for bleach, kitchen, glass, bathroom cleaners, and deodorizers.
• Force of Nature Pro Commercial Starter Kit Commercial-grade 64oz electrolyzer system designed for large footprint businesses, hospitals, restaurants, schools, and institutions. Includes the appliance, 3 spray bottles, and 10 capsules. Sold through a dedicated Pro portal with custom pricing, product assortment, and training.
• Activator Capsules (Home Refills) Proprietary refill capsules containing salt, water, and vinegar (3ml each) required by EPA to achieve the correct pH for effective HOCl concentration in the home system. Available in 25-count and 50-count packs with subscription options offering a 17% discount.
• Pro Activator Capsules (Commercial Refills) Commercial-grade activator capsules (10ml each) formulated for the Force of Nature Pro 64oz system. Sold in 25-count packs with subscription options offering 17% off. Designed for high-throughput commercial cleaning operations.
• Laundry Detergent Sheets Certified biodegradable laundry detergent sheets that eliminate bulky plastic jugs and pods. Sold in 50-count packs and work as effectively as leading liquid detergent brands on stains while reducing plastic waste.
• Reusable Cleaning Cloths Set of 9 biodegradable cleaning cloths designed to work with Force of Nature cleaner for scrubbing and wiping surfaces. Sold individually as a reusable accessory to complement the cleaning system.
• Reusable Beeswax Food Wraps Beeswax-based reusable food storage wraps (set of 3 in various sizes) that replace single-use plastic wrap as part of the company's sustainability-focused accessory line.
• Glass Spray Bottle (16oz) 16oz reusable glass spray bottle designed for storing and dispensing Force of Nature cleaning solution. Sold individually as a replacement or additional bottle.
• Plastic Spray Bottle (12oz) 12oz reusable plastic spray bottle designed for storing and dispensing Force of Nature cleaning solution. Sold individually as a replacement or additional bottle.
• Travel-Size Bottle 3-Pack Set of three 2oz bottles designed for on-the-go cleaning, disinfecting, and hand sanitizing when soap and water are not available. Sold as a standalone travel accessory.
• Pro Reusable Spray Bottle (32oz) 32oz reusable spray bottle designed for use with the Force of Nature Pro 64oz commercial system. Sold individually as a commercial accessory.

Quantifiable outcome

• Kills 99.9% of viruses, bacteria, mold and mildew when used as directed
• +5 more outcomes

Named customers10 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

Feature5 records

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Branch Basics: Eco-friendly concentrate-based cleaning brand targeting health-conscious families, particularly those with chemical sensitivities. Direct competitor in the natural, non-toxic cleaning category with a similar DTC, subscription-adjacent model and comparable certifications.
• Puracy: Natural, plant-based cleaning and personal care brand sold DTC and through Amazon. Comparable to Force of Nature on the health-conscious-family segment, natural ingredient positioning, and DTC-first distribution model.
• Cleancult: DTC cleaning brand offering refills and reduced-plastic packaging targeting eco-conscious consumers. Competes with Force of Nature on the same 'replace plastic-bottle cleaners' narrative, though without an EPA-registered hospital-grade disinfectant claim.
• Better Life: Plant-based, non-toxic cleaning products sold through DTC and retail. Direct competitor in the natural cleaning category targeting families and people with sensitivities, with overlapping certifications and similar efficacy claims.
• Dropps: Eco-friendly detergent and cleaning products sold as pods or refills via DTC and Amazon. Closely comparable to Force of Nature on refill-driven GTM, sustainability positioning, and the adjacent laundry-detergent category (which Force of Nature entered with sheets in 2023).
• Blueland: Direct-to-consumer eco-cleaning brand selling tablets and refills to replace single-use plastic bottles. Closely comparable to Force of Nature on GTM motion, customer segment (eco-conscious families), and recurring consumable model, though Blueland uses dry tablets rather than electrolyzed water.

Broad incumbents

• Seventh Generation: Established, large-distribution natural cleaning brand owned by Unilever. Comparable as a direct competitor in eco-friendly household cleaners (and cited by Force of Nature as a cost benchmark), but with far broader retail penetration and brand scale.
• Clorox: Mass-market disinfectant and cleaning products company, including the Lysol brand and EPA-registered disinfectants. Comparable as the incumbent Force of Nature most directly competes with on the EPA-registered disinfectant claim, but with vastly larger distribution and R&D resources.
• Method Products: Design-forward, eco-friendly cleaning brand now owned by Ecover/SC Johnson. Comparable on sustainability positioning, premium DTC-adjacent branding, and natural-ingredient narrative, but with established mass-retail distribution that Force of Nature lacks.

Emerging players

• Vyv (formerly Vital Vio): Technology company developing antimicrobial and disinfectant light-based and chemistry solutions for healthcare and commercial settings. Comparable to Force of Nature's Pro channel as an emerging non-toxic disinfection technology targeting hospitals and institutions, though using light rather than electrolyzed water.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/forceofnatureclean
• LinkedInlinkedin.com/company/force-of-nature-clean
• Instagraminstagram.com/forceofnatureclean
• TikToktiktok.com/@forceofnatureclean

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Force of Nature Clean