Navigating reality has become an almost constant shock to the system. With the ongoing cost of living crisis, wars, political polarisation, and global environmental issues, life’s stresses are becoming increasingly difficult to escape. With individuals and collectives in a perpetual state of disturbance, peop...

Safely is the cleaning brainchild of celebrities Kris Jenner, Chrissy Teigen, and Emma Grede. The brand is transforming green cleaning within the premium sphere through a savvy aesthetic at a time when DTC is thriving and consumers are happy to pay a premium for their hygiene goods.

Armed with an internet connection and a laundry list of jobs, home hackers are connecting globally to share cleaning tips. But what drives people to come up with DIY solutions when there are so many specialised products out there? And how can brands show their value to these individuals?

As people looked for ways to stay calm and self-soothe during the pandemic, a new love for cleaning emerged. But while ‘CleanTok’ videos may be going viral, it’s green cleaning that’s really got people talking. But what do they expect from brands and products in this growing household segment?

Diffuser brand Vitruvi offers scent-forward aromatherapy experiences that elevate how people feel in their living spaces. With people spending an increasing amount of time indoors and as concerns around air-quality grow, how can brands extend self-care into peoples home environments?