These three women turned a focus on health into a $40 million cleaning brand

Three women, Marilee Nelson, Allison Evans, and Kelly Love, never intended to sell soap. But their mission to create healthy homes led them to launch Branch Basics, a cleaning brand that now rings up tens of millions in annual revenue.

Their journey started from personal health battles and culminated in a successful business that resonates with customers, half of whom are repeat buyers.

It all began with Marilee Nelson, who after various health struggles, was told she’d never have kids and needed to go on dialysis.

Not convinced with the prognosis, she sought an alternative route and turned to a doctor who used food as a cure. This decision changed Nelson’s life, eradicating her health issues and inspiring her to become a medicinal cook.

A few years later, Nelson’s son was exposed to pesticides and suffered brain and immune system damage. She started researching environmental factors that contribute to healing.

After removing certain products from their home, Nelson’s son began to recover. Realizing the impact of these chemicals, she created a course to help others understand the potential dangers lurking in their households.

This mission resonated with Nelson’s niece, Allison Evans, who faced her own health issues.

Doctors had diagnosed her with polycystic ovarian syndrome and told her no lifestyle changes could help her condition. However, after consulting with Nelson and making some simple changes in her life, such as removing products with synthetic ingredients and eating whole foods, Evans started to feel better.

Her friend Kelly soon joined her, and though she didn’t have health issues herself, she did notice a transformation. “My dry itchy eyes, headaches, muscle aches are all gone,” Love tells Entrepreneur.

She added, “The more I learned about all this, it just made sense to me: Of course, the type of fuel we put in our bodies matters for how we feel, how we think, how we act.”

Inspired by their stories of transformation, Nelson, Evans and Love launched Branch Basics in 2012. The company’s product line includes a plant- and mineral-based cleaning concentrate that can be used for various purposes such as wiping down counters or doing laundry.

According to the Cleveland Clinic, many household cleaning products are generally safe for use. However, the American Lung Association stresses that it can cause health problems like irritating the eyes or throat, or causing headaches, especially if they release volatile compounds (VOCs). Even naturally occurring fragrances like citrus can react to produce dangerous pollutants indoors.

Branch Basics aims to address these concerns by offering products made from safe ingredients. The brand’s commitment to its mission has been rewarded with growing customer loyalty.

Its gross sales grew around 42% year over year from 2022 to 2023, hitting $40 million in revenue last year. With over 50,000 product subscribers and 10,000 five-star reviews on its concentrate and Oxygen Boost, Branch Basics is making a significant impact in the cleaning industry.

The company’s approach is resonating with consumers. Beyond selling products, Branch Basics also offers a $99 “Toss the Toxins” course to help customers remove products that pollute their home and body. This commitment to education and transparency is a key part of their success.

“Human health is our priority, so when we formulate products or make our marketing plans, that keeps everything aligned,” says Love.

This dedication to their customers’ wellbeing, coupled with their unique product offering, has made Branch Basics a favorite among health-conscious consumers.

Branch Basics’ success story is a testament to the growing consumer awareness and demand for healthier, non-toxic alternatives in the cleaning industry.

The company’s founders tapped into this trend, leveraging their personal experiences to create products that resonate with consumers who are increasingly conscious of the impact of chemicals on their health. Their story serves as an example for other companies that aligning business strategies with customer needs and societal trends can lead to substantial growth and success.

Branch Basics’ trajectory offers a clear message: companies that prioritize human health and wellness can carve out a successful niche in an industry often dominated by conventional products. The founders’ personal experiences and their dedication to creating a healthier environment have resonated with consumers, showing that authenticity and a strong mission can be powerful drivers of growth.

The cleaning industry is ripe for disruption, with consumers increasingly demanding transparency and healthier alternatives. As more people become aware of the potential hazards in everyday products, we can expect to see even more growth in the market for safe, non-toxic cleaning supplies.