Along with questioning what we’re eating, wearing and putting on our skin, there is an increased demand for transparency when it comes to cleaning products that we use in our home.
Only a few decades ago, ingredients like vinegar and bicarbonate of soda were common household cleaning products. Since then, these have been replaced by hundreds of mainstream offerings containing a soup of complicated chemicals. Few are aware that many of these toxic chemicals can be legally labelled as ‘fragrance’.
Driven by an increase in skin sensitivity issues and a growing public awareness of reducing the impact on water supply, marine life and the overall environment, the demand for more natural cleaning products is rising.
More and more brands such as Bon Ami, Delphis Eco, Ecover, Method, Simple Green, Biokleen have been getting in on the act, migrating from boutique bio stores to supermarket shelves. The movement has further been bolstered by Celebrity treatment, with Gwynneth Paltrow speaking out about green cleaning on her lifestyle blog, Goop. In the meantime, Jessica Alba’s brainchild The Honest Company is now said to be valued at more than $1 billion.
Most of us harbour a suspicion that just because a product is labelled ‘legal’, that does not make it ‘safe’. The bright colours, strong smells and large warning labels on common household products should alert us to the dangers they pose, especially in areas where chemicals are left to accumulate over time, like carpets or air freshener scent build-up.
Affordable and accessible, natural cleaning has firmly made a move from hippy-ish to mainstream and even aspirational with an array of products you want to display, rather than hide under the sink.