What Full Circle Home does

Full Circle Home is a Certified B Corporation founded in 2009 and headquartered in New York City that designs and sells sustainable home care products through direct-to-consumer e-commerce, wholesale distribution, and select retail channels including Amazon and Target. The company serves eco-conscious consumers seeking plant-based, plastic-free alternatives to conventional household cleaning tools, with its product portfolio spanning dish brushes, sponges, cutting boards, laundry accessories, and water filtration systems marketed under the SOMA sub-brand (acquired in 2017).

The company's core technology centers on sustainable materials engineering — bamboo, recycled plastic, cellulose, coconut husk, walnut shells, and kraft paper composites — combined with replaceable-head product architecture designed to extend product lifespan and create recurring refill revenue. Notable technical differentiators include patented RFID-based recycled plastic traceability (pursuing GRS certification), naturally antimicrobial kraft paper/resin cutting boards, and SOMA's activated coconut shell carbon water filters made from 60% plant-based materials. The company also offers BPI-certified compostable food scrap bags, FSC-certified paper products, and a 145+ SKU catalog organized across kitchen, bathroom, composting, laundry, and cleaning categories.

Full Circle Home generates revenue through three primary streams: direct e-commerce sales on a Shopify-powered website at price points ranging from $3.49 (refill sponges) to $200+ (bundled sets), subscription/recurring revenue via Recharge Payments for SOMA filter refills at an 8% subscription discount, and wholesale distribution to retailers through a dedicated B2B inquiries channel. Its go-to-market combines content marketing (an educational "For Good" blog), active social media presence across Instagram, TikTok, YouTube, and LinkedIn, trade show presence at Expo West, and a tiered rewards/referral program (Full Circle Rewards: 5 points per $1 spent; $10 give/get referral). The company is led by co-founder and CEO Tal Chitayat, has 11–50 employees, and has grown organically without disclosed external venture capital or private equity funding.

Name

Full Circle Home

Legal name

Full Circle Home LLC

Website

https://fullcirclehome.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Full Circle Home is a Certified B Corporation that designs and sells sustainable, plant-based home care products — brushes, sponges, cutting boards, and SOMA water filtration — directly to eco-conscious consumers via Shopify, Amazon, Target, and wholesale channels.

Ownership category

akta.pro rank

Product category

Sustainable Home Goods

NAICS

Broom, Brush, and Mop Manufacturing (339994)

SIC

Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable) (CRAJAOAJ)

akta.pro secondary industries

Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM), Brooms, Brushes & Dustpans (CRAJAIAA), Kitchen & Household Sponges, Scrubbers & Scouring Pads (CRAJAGAJ), Eco-Friendly Dishwashing (Liquids, Pods, Powders) (CRAJAOAB)

Keywords

• Sustainable home products
• Eco-friendly cleaning tools
• Plant-based sponges
• Bamboo kitchen brushes
• Activated carbon water filters

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Full Circle Home generates revenue through direct-to-consumer sales via their Shopify-powered e-commerce website, selling sustainable home care products at various price points ranging from approximately $5 to $200+ for bundled sets.
2. Subscription/Refill Program: The company offers subscription options for water filters and refills through their SOMA brand, providing recurring revenue through automatic filter delivery on customer schedules with 8% subscription savings.
3. Wholesale Distribution: Full Circle Home sells products wholesale to retailers and has a wholesale inquiries page, indicating B2B revenue through physical retail distribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Full Circle Home designs, manufactures, and sells sustainable home care products including dish brushes, bottle brushes, toilet brushes, cutting boards, sponges, dusters, laundry tools, and SOMA-branded water filtration pitchers and replacement filters. Products are made from bamboo, recycled plastics, coconut shells, walnut shells, cellulose, kraft paper, and other plant-based materials, with replaceable heads and refill systems designed to reduce plastic and microplastic waste in households.

Product overview

Full Circle Home is a Certified B Corp selling sustainable home care products through their Shopify-powered e-commerce store. The product portfolio centers on the SOMA sub-brand (water filtration pitchers, bottles, and replacement filters), the Chop Shop cutting board line (dishwasher-safe kraft paper/resin boards), and core cleaning tools (dish brushes, bottle brushes, toilet brushes, dusters, and sponges). Products feature replaceable heads and refill systems to minimize waste. Key materials include bamboo, recycled plastics, organic cotton, coconut, walnut shells, and cellulose. The company emphasizes plant-based, plastic-free, and compostable materials across dish care, bathroom cleaning, kitchen gadgets, composting, and laundry care categories. Bundles and refills are offered as add-on purchasing options.

Differentiator

Problem solved

Functional benefit

Brands

• SOMA: Water filtration and hydration products including filtered pitchers, water bottles, and replacement filters. Thoughtfully designed coffee brewing, drinking and filtration accessories.

Products and services

• SOMA 10-Cup Filtered Pitcher 10-cup (80 oz.) BPA-free filtered water pitcher with bamboo handle and SOMA activated coconut shell carbon filter (lasts ~2 months). For households seeking to reduce chlorine, mercury, cadmium, copper, and zinc in drinking water with a plant-based filter.
• SOMA Water Filter 2-Pack Replacement water filters made from 60% plant-based materials (activated coconut shell carbon and charcoal). Each filter reduces chlorine, mercury, cadmium, copper, and zinc for approximately 2 months. Available as one-time purchase or subscription.
• Better-Than-Wood Chop Shop Cutting Board Set Dishwasher-safe 4-piece cutting board set (Chef Carving 13x17", Everyday Board 11x14", Quick Prep Board 8x10") made from 75% kraft paper and food-safe resin. Naturally antimicrobial, resistant to knife marks, moisture, and stains, with non-slip silicone corners.
• The Daily Dish Brush Sustainable bamboo-handled dish brush with recycled plastic bristles, built-in scraper, and phthalate-free construction. Safe for non-stick cookware. Dimensions: 2.56" x 2.36" x 9.25".
• Bubble Up Foaming Set Ceramic-base soap dispenser with spring-loaded mechanism that creates extra suds, paired with a replaceable bamboo dish brush. Keeps the brush stored neatly and drying to reduce bacteria.
• The Upstanding Bottle Brush (Clean Reach) Slim elongated bottle brush with nylon bristles and bamboo handle. Features replaceable heads to minimize waste. Dishwasher safe (top rack). Dimensions: 2.36" x 2.36" x 11.41".
• Scrub Queen Quick Drying Toilet Brush Replaceable head toilet brush with ceramic base designed for quick drying. Reduces bacterial growth and includes replacement heads sold separately.
• Wash & Dry Fluffy Duster (Dust Whisperer) Microfiber duster with bamboo handle that magnetically collects dust. Flexible head reaches tight spaces, machine washable, and has replaceable duster heads. Dimensions: 20.2" x 3.9" x 2.8".
• Plant-Based Sponge Collection Line of plastic-free sponges including 100% plastic-free loofah scrubbers, agave leaf scour pads, coconut husk scrubbers, walnut shell scour pads, and cellulose sponge cloths. Materials sourced from bamboo, coconut, agave, and walnut.
• Refill Collection Replacement and refill products including brush refills, mop refills, duster refills, toilet brush replacement heads, dish brush refills, microfiber mop refills, compostable food scrap bags, and activated carbon filter refills.

Quantifiable outcome

• Products are 100% plastic-free in packaging, eliminating small plastic pieces under 2-3 inches that fall through recycling
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Plastic BankcoreStrategic or Co-development PartnerPartnership for Earth Month initiatives focused on rethinking plastic and supporting ocean health. Plastic Bank collects plastic waste from vulnerable coastal communities and converts it into Social Plastic, which businesses can use to create recycled products.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the fullcirclehome.com online store. Shopify handles order processing, payment processing, and website hosting for direct-to-consumer sales.
• The KnotcoreGTM or Marketing PartnerFull Circle's Chop Shop cutting board set won The Knot Registry Awards 2026, providing wedding registry visibility and marketing exposure to engaged couples seeking sustainable home products.
• Textile ExchangeminorStrategic or Co-development PartnerIndustry organization administering the Global Recycled Standard (GRS) certification for recycled plastic content verification.
• DSNY (Department of Sanitation of New York)minorStrategic or Co-development PartnerBlog content collaboration with DSNY on zero waste initiatives and sustainable practices for New York City residents.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Grove Collaborative: Grove Collaborative is a US-based omnichannel retailer of eco-friendly household and personal care products. It competes directly with Full Circle Home in brushes, sponges, cleaning tools, and sustainable home essentials, and similarly emphasizes B Corp status, plant-based formulations, and DTC plus retail distribution.
• Package Free Shop: Package Free Shop is a DTC retailer of zero-waste and plastic-free home and personal care essentials, including brushes, sponges, and kitchen tools. It directly overlaps with Full Circle Home's sustainable home goods positioning and target eco-conscious consumer.
• Brush with Bamboo: Brush with Bamboo specializes in bamboo-handled household brushes (dish, bottle, toilet) with replaceable heads. It is a direct competitor to Full Circle Home's core dish brush, bottle brush, and Scrub Queen product lines.

Broad incumbents

• Seventh Generation: Seventh Generation (owned by Unilever) is a leading eco-friendly household products brand spanning cleaning supplies, paper, and laundry. It competes broadly with Full Circle Home across sustainable home categories, but at much larger scale and with mass-market distribution.
• Mrs. Meyer's Clean Day: Mrs. Meyer's (owned by SC Johnson) makes eco-minded home cleaning products including dish soaps, surface cleaners, and laundry detergents. It overlaps with Full Circle Home's cleaning tool and home care positioning as a broader incumbent.
• Method Products: Method (owned by Ecover) is a mass-market eco-friendly cleaning brand offering dish soaps, all-purpose cleaners, and hand washes. It is a broader incumbent with overlapping category coverage and retail scale greater than Full Circle Home's.

Emerging players

• Cleancult: Cleancult is a DTC eco-friendly home cleaning brand offering refillable cleaning products in plastic-free packaging. It is an emerging player intersecting with Full Circle Home's sustainable home care positioning, focused on consumables and refills.
• Our Place: Our Place makes design-forward, sustainably-made kitchen cookware and tools (e.g., the Always Pan). It is an emerging player with overlapping premium, design-led sustainable kitchen positioning and similar DTC + retail distribution profile.
• EcoRoots: EcoRoots is a small eco-friendly home and personal care brand selling plastic-free sponges, brushes, and bathroom essentials. It overlaps with Full Circle Home's plant-based sponge and brush lines, targeting the same eco-conscious consumer.
• Cliganic: Cliganic sells eco-conscious home, kitchen, and personal care products including cleaning brushes, sponges, and reusable essentials on Amazon. It is an emerging player with overlapping sustainability narrative and Amazon-led distribution similar to Full Circle Home.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@fullcirclebrand
• LinkedInlinkedin.com/company/full-circle_2
• Instagraminstagram.com/fullcircle
• TikToktiktok.com/@fullcirclehome
• Xx.com/fullcirclehome
• Facebookfacebook.com/fullcirclehome

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Full Circle Home