Modern Cleaning

What Modern Cleaning does

Modern Cleaning is a privately held, founder-owned e-commerce company founded in 1994 and headquartered at 2030 Harley Street, North Charleston, South Carolina. The company sells high-performance, chemical-free cleaning equipment directly to professional house cleaners and health-conscious homeowners through its own website (moderncleaning.com), with distribution limited to the continental United States. It pivoted its in-house cleaning operations to a chemical-free methodology in 2008 and has since codified the approach into a commercial product line, supported by training, a Learning Center, and a 67-entry educational blog.

The product system is built around engineered water technologies—aqueous ozone, deionized water, dry steam vapor under low pressure—and microfiber tools using split fibers with positive static charge to capture particulates. Cleaning efficacy is validated through a three-step testing protocol using pH meters, airborne particle counters, and Hygiena ATP meters, benchmarked against industry standards (ICM, CIMS-GB, Clean Standard K-12 Schools, HCT, USGBC LEED-EBOM). The proprietary methodology was published in 2011 by founders Janice and Tom Stewart as 'Modern Cleaning: The Evolution of Chemical Free Cleaning.'

Revenue is generated through hardware sales of equipment, microfiber products, and ATP measurement tools via direct-to-consumer e-commerce, with quote-based pricing, bulk discounts on request, free UPS ground shipping on orders over $250, and a related-party referral relationship with Castle Keepers for customers seeking cleaning services rather than equipment. The business is bootstrapped with no disclosed external funding and operates with approximately 55 employees.

Name

Modern Cleaning

Legal name

Modern Cleaning

Website

https://moderncleaning.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Modern Cleaning is a founder-owned US e-commerce company founded in 1994 that sells chemical-free residential cleaning equipment—including aqueous ozone, dry steam vapor, and microfiber systems—directly to professional house cleaners and health-conscious homeowners through its own website.

Ownership category

akta.pro rank

Product category

Residential Cleaning Equipment

NAICS

Broom, Brush, and Mop Manufacturing (339994)

SIC

Electric Housewares & Fans (3634), Household Appliances (3630)

akta.pro primary industry

Home Cleaning Appliances Retail (Vacuums, Steam Mops) (CRACADAG)

akta.pro secondary industry

Eco Allergy-Safe Cleaning (HEPA, low-VOC, fragrance-free) (HSAEAGAL)

Keywords

• Chemical-free cleaning equipment
• Residential cleaning systems
• Dry steam vapor cleaning
• Aqueous ozone cleaning
• Microfiber cleaning products

Headquarters

HQ city

North Charleston

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, Infrastructure

Revenue model

1. Cleaning Equipment Sales: Direct sales of high-performance, low-impact cleaning equipment for home use including steam vapor systems, microfiber products, and related cleaning tools through their e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Modern Cleaning sells high-performance, low-impact chemical-free cleaning equipment for residential use directly through its own e-commerce website. The offering is a unified system combining dry steam vapor systems, aqueous ozone technology, deionized water systems, and split microfiber products, supported by training, ATP-based cleaning verification, and ongoing customer support. Customers are primarily professional house cleaners and health-conscious homeowners in the United States seeking to eliminate traditional chemical cleaning products.

Product overview

Modern Cleaning is a provider of chemical-free cleaning solutions for residential use. The company offers a unified system consisting of high-performance cleaning equipment (including dry steam vapor systems), microfiber products, and ATP measurement tools for validating cleaning effectiveness. They developed the first Chemical Free Cleaning procedure for residential cleaning and sell brand new products only, with free ground shipping on orders over $250.

Differentiator

Problem solved

Functional benefit

Products and services

• Chemical-Free Cleaning Equipment High-performance, low-impact cleaning equipment for residential use that eliminates the need for traditional chemical cleaning products by combining FDA-grade tap water, EPA-recognized sanitizers, superior antimicrobial cloths, and 4-level filtration cyclonic vacuum systems. Designed for professional house cleaners and health-conscious homeowners in the United States.
• Dry Steam Vapor System Cleaning equipment that uses high-temperature steam under low pressure to remove soil with minimal or no chemicals required, sold as part of Modern Cleaning's chemical-free cleaning system for residential use.
• Microfiber Cleaning Products Revolutionary cleaning fabric made from polyester and polyamide split fibers (200,000+ fibers per square inch) that trap dust and dirt through positive static charge and can clean with only water. Re-usable up to 500 times. Sold as part of the chemical-free cleaning system for professional cleaners and homeowners.
• Modern Cleaning: The Evolution of Chemical Free Cleaning (Book) Book authored by Modern Cleaning founders Janice and Tom Stewart documenting the methodology, science, and operating procedures behind chemical-free residential cleaning, including topics such as the chain of infection and chemical-free cleaning protocols.

Quantifiable outcome

• Over 250,000 home cleanings performed since 1994
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Castle KeeperscoreChannel Partner/ Reseller/ DistributorCastle Keepers is a related residential cleaning company that operates as Modern Cleaning's referral partner. Customers seeking professional house cleaning services are directed to Castle Keepers. The relationship extends Modern Cleaning's product testing methodology to Castle Keepers services, demonstrating the chemical-free cleaning system in practice.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Bissell: Bissell is a major home floor care and cleaning appliance incumbent (vacuums, steam mops, carpet cleaners). Competes with Modern Cleaning's steam vapor and microfiber equipment in the home cleaning appliance category but at much larger scale and broader product portfolio.
• Dyson: Dyson is a global incumbent in vacuums, purifiers, and home cleaning appliances. Sells premium home cleaning hardware that overlaps with Modern Cleaning's high-performance, low-impact equipment positioning, though at vastly larger scale and broader portfolio.
• Hoover: Hoover is a long-established home cleaning appliance incumbent selling vacuums, steam cleaners, and floor care products. Competes in the same home cleaning equipment category as Modern Cleaning but with mass-market positioning versus Modern Cleaning's niche chemical-free focus.

Direct peers

• Better Life: Better Life makes plant-derived, non-toxic cleaning products for the home. Targets the same health-conscious and eco-aware consumer segment as Modern Cleaning, though via formulated liquid cleaners rather than equipment systems.
• Norwex: Norwex sells microfiber cleaning products and chemical-free cleaning systems through a direct-sales/MLM model. Highly comparable to Modern Cleaning's microfiber-based chemical-free residential cleaning offering, with overlapping target customers (health-conscious homeowners and cleaning professionals).
• E-Cloth: E-Cloth manufactures and sells high-performance microfiber cleaning products that clean with just water, directly overlapping Modern Cleaning's microfiber technology pillar and chemical-free value proposition for residential cleaning.
• Branch Basics: Branch Basics is a venture-backed DTC brand selling eco-friendly, non-toxic cleaning products and dilutions. Competes for the same health-conscious homeowner customer that Modern Cleaning targets, though Branch Basics focuses on cleaning solutions rather than equipment.
• Tersano: Tersano manufactures aqueous ozone-based cleaning systems that clean with stabilized ozonated water, directly overlapping Modern Cleaning's aqueous ozone technology pillar. Sells to both commercial and residential cleaning markets.

Emerging players

• Puracy: Puracy is a venture-backed DTC brand selling natural, plant-based cleaning and personal care products. Competes for the same health-conscious homeowner segment with overlapping eco-friendly cleaning positioning, though focused on liquid formulations rather than equipment.

Others

• Castle Keepers: Castle Keepers is Modern Cleaning's sister/referral company providing professional residential house cleaning services using the chemical-free system. Not a competitor but a closely affiliated channel partner that provides real-world validation and customer referrals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/moderncleaning
• Facebookfacebook.com/moderncleaning
• LinkedInlinkedin.com/company/modern-cleaning

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Modern Cleaning