What’s behind the rise of eco-luxe cleaning products?
REPORT
21 Jun 2023
What’s behind the rise of eco-luxe cleaning products?

Rising eco-anxieties and an increased focus on wellbeing and cleanliness post-pandemic are sparking a shift in the home care industry. As people pursue products that make cleaning a greener and more enjoyable experience, how can brands stand out on crowded supermarket shelves?

Lindsay Droz

Lindsay Droz is one of the co-founders of L’AVANT Collective. Previously an executive in the medical device and finance worlds, Lindsay formed L'AVANT Collective with Kristi Lord at the end of 2020 on their quest to develop a portfolio of the highest-performing home care products that deliver efficacious results and create a luxury experience without having to compromise one's health.

Kristin DiNicolantonio

Kristin DiNicolantonio is the director of stakeholder communications at the American Cleaning Institute. Kristin promotes ACI’s technical and scientific expertise and enhances outreach with a variety of external stakeholder audiences that help echo the cleaning product industry’s commitment to science, safety, health, and sustainability.

Mahira Kalim

Mahira Kalim is the founder and CEO of Spruce, a multi-award-winning eco home care brand on a mission to end single-use plastic and toxic indoor air pollution. Mahira started Spruce after struggling with health issues for over a decade and learning that our indoor air is more polluted than street air. So, she set out to create a range of innovative, refillable, and non-toxic products that are safer for people’s health and the health of the planet.

Lara Piras

Lara Piras is a copywriter, researcher, and brand strategist. Lara's expertise lies in creative copywriting, editing, trend and insight analysis and strategy, working with renowned global forecasting companies and brands including Nike, ASOS, adidas, IKEA and Peroni. Lara also writes features on wellness, diversity and inclusion, youth culture and future innovations for titles such as Vogue, Refinery29, and Included Magazine.