The Best Natural & Eco Cleaning Brands (That Aren’t Greenwashing)
Are you looking for sustainable cleaning products that use natural (plant-based) ingredients? Here is a list of the best eco-friendly cleaning brands in the UK.
This post contains affiliate links to sustainable retailers
You wouldn’t believe how many eco-friendly cleaning brands have refused to disclose their ingredients to me.
“It’s a trade secret!” Is a line I’m sick of hearing.
It shouldn’t be this hard to work out what your washing powder is made from.
In fact, it should be a legal requirement to list all ingredients, including perfume (it’s not like I’m planning on spraying my kitchen cleaner fragrance on my neck).
Yet here I am, researching chemistry and emailing green companies.
Are you fed up with greenwashing too? Do you wish there was more transparency around natural (and mainstream) cleaning products?
I’m not a scientist but I’ve been hyper-focused on making my home free from toxic chemicals for about 5 years now. There are certain chemicals I like to avoid and I spot some of them in eco-friendly brands that call themselves “natural” and “plant-based.”
I have compiled this list of sustainable cleaning brands for those of you that want a sparkling clean home without sacrificing air quality or creating a tonne of plastic pollution.
COMING UP
WHAT IS GREENWASHING?
HOW ARE CLEANING BRANDS GREENWASHING?
WHY IT’S IMPORTANT TO AVOID THE ECO RANGES FROM SUPERMARKET
HOW CAN YOU TELL WHICH BRANDS ARE GREENWASHING?
IS OCEANSAVER GREENWASHING?
IS SMOL GREENWASHING?
WHY YOU SHOULD ONLY BUY FROM CERTIFIED CRUELTY-FREE BRANDS
ENVIRONMENTALLY FRIENDLY CLEANING ON A BUDGET
BEST NATURAL, ECO-FRIENDLY CLEANING BRANDS IN THE UK
No products or brands in this post are sponsored and no products have been gifted. There are affiliate links to ethical places you can purchase products (although none to Amazon due to their unethical practices). These come at no extra cost to you.
What is greenwashing?
Greenwashing is a marketing scam and cleaning products are one of the harder areas to spot it. In case you’re not aware, here's a definition from the Cambridge dictionary:
“Greenwashing is an attempt to make people believe that your company is doing more to protect the environment than it really is”
An example is when a company advertises an eco-friendly product without acknowledging the environmental damage and pollution they are causing in the rest of its business.
They might take one product, give it a green label and put images of plants on it while continuing to sell 20 more products with toxic chemicals inside plastic bottles.
Greenwashing is ethically and morally wrong because the whole purpose is to manipulate customers into buying their products under false pretences.
It is the reason I do not recommend using supermarket “eco” cleaning products - no supermarket is ethical, they are just trying to make a profit from their conscious customers.
2. How are cleaning product companies greenwashing?
Greenwashing happens in every industry but cleaning products are one of the hardest to spot.
Because the words ‘natural’ and ‘eco-friendly’ are not regulated and the formulas are proprietary, brands are able to advertise a product as ‘natural’ even if it contains potentially toxic ingredients that are harmful to health.
Here are some examples from big corporations:
Fairy
Fairy is owned by Proctor and Gamble. In 2017 they made a *limited edition* Fairy liquid from ocean plastic to help educate consumers. Here is a statement about it from the vice president of global sustainability at P&G, Virginie Helias:
“Fairy is an iconic brand in the UK and the aim of the limited edition bottle launch is primarily to help educate consumers to make them think about where their waste goes, and ultimately recycle more.”
They paid a lot of influencers to spread the word - a very good publicity stunt.
The problem is the campaign pushes all the responsibility onto consumers instead of taking accountability for the plastic pollution they are creating.
And let’s not forget that the American corporation owns Ariel, Lenor, Bold, Daz, Flash, Febreze and Viakal.
It’s P&G that is manufacturing the plastic bottles, not consumers. Buying their product isn’t going to save the planet, but not producing plastic will make a huge difference.
All they are doing is trying to make a profit from consumers who want to make environmentally-friendly choices rather than changing their company’s impact as a whole.
It’s also worth remembering that P&G are not cruelty-free, but more on this in section 7.
3. avoid the ‘eco’ range by mainstream brands
Some people may have the view that we should buy eco-friendly cleaning products from big corporations to encourage them to change their ways. I understand the reasoning, but I don’t agree.
Firstly, having one eco-friendly range shows the company is only in it for the money, not because they want to make products that are safe for people and the environment.
When you buy from a polluting brand, you are financially supporting them over a sustainable brand.
Antibiotic resistance
Secondly, commercial brands are responsible for the cleaning industry’s huge greenwashing problem as well as the antibacterial obsession. Using manipulative advertising, cleaning brands have convinced people all over the western world it is necessary to use hospital-grade disinfectants at home on a daily basis.
Evidence suggests this advice is harmful due to the health concerns linked to their ingredients and the threat of antibiotic resistance.
It would be better if cleaning products had a full list of ingredients on the packaging and a safety leaflet inside so that people know the risks and can make an informed choice.
4. How can you tell which brands are greenwashing?
The obvious signs that a cleaning brand is greenwashing are:
You can’t find the ingredients list or fragrance information.
They have no policy on palm oil (palm oil is also cheap and the cause of massive amounts of deforestation).
They make green claims with no evidence to back them up.
The product is too cheap (petrochemicals derived from fossil fuels are mega cheap).
The company has no policy on microplastics or liquid polymers (many cleaning and cosmetic brands use liquid polymers that don’t come under the EU biodegradability law).
The other products the company sells are not sustainable
The brand has a vague environmental policy (or worse, none at all)
And inadequate goals that will happen years in the future.
There is no information about manufacturing, like where it takes place and the energy used.
The supply chain is a secret (overseas workers often get exploited).
They avoid their taxes and have anti-social finances
No third-party certifications, like the Leaping Bunny to prove it isn’t tested on animals
If you’d worked hard to create an ethical product, why would you not want to shout about it? But cleaning brands that greenwash don’t give specific information to back up any green claims. The key to spotting greenwashing is a lack of transparency.
Luckily there are lots of smaller sustainable brands which make all their products environmentally friendly while continuously working to reduce their carbon footprint.
5. OceanSaver - are they Eco-friendly?
Edit - I have updated this section in 2022 as Ocean Saver has made some positive changes. Previously I said that Ocean Saver is greenwashing because they called themselves “plastic-free” while manufacturing a massive quantity of virgin plastic “bottles for life.” I also criticised its lack of transparency over ingredients and its secretive overseas supply chain.
Ocean Saver is eco-friendly in some ways but it still needs to make improvements, particularly around the secrecy of its supply chain and ingredients.
PACKAGING: Recycled plastic bottles and pods made from PVOH which dissolve in water.
PRODUCTION: Their plastic bottles are made in the UK, but their cleaning pods are manufactured in China. In 2020 they were secretive about manufacturing (I had to email twice) but in 2022 they updated their FAQ to reveal where the pods are made. OceanSaver informed me they are hoping to move production to the UK by 2025, but I’ve seen them say 2022 on Facebook comments and it now says 2022 on their FAQ. I’m updating this in October 2022 and they have not made this target.
FRAGRANCE: OceanSaver uses synthetic fragrances but has refused to disclose them (no matter how much I ask). Fragrances legally don’t have to be disclosed yet could contain up to 200 chemicals and often use phthalates. “What fragrance do you use?” is always the first question I ask because I suffer from asthma, rhinitis and chronic sinusitis so I like to know what I’m breathing in.
CHEMICAL POLICY: They don’t mention ingredients other than describing them as “plant-based” several times. Their FAQ says their products are free from parabens, but it doesn’t say if they are free from other potentially toxic substances like phthalates which concerns me because they use undisclosed synthetic fragrances. Their antibacterial spray contains the same disinfectant as Zoflora, Benzalkonium Chloride, which is poisonous to cats, linked to antibiotic resistance and can trigger asthma.
Is Ocean Saver vegan and cruelty-free
Ocean Saver claims they are vegan and use a bunny logo on their products to indicate they don’t test on animals. I emailed in September 2020 to ask if they were certified cruelty-free and they informed me they do not test on animals and are hoping to get certified cruelty-free by 2022. I emailed them in August 2022 and they said when they move manufacturing to the UK they plan to get certified. It concerns me that they can’t get their current supply chain certified, but as Ocean Saver is not selling in China, I have no reason to believe they are testing on animals.
6. Is Smol greenwashing?
Smol is another plastic-free brand in the UK with questionable ingredients. I have done a brand feature on Smol where I analyse their ethics and list the pros and cons.
Look for the leaping bunny logo to be sure a product is cruelty-free
8. Why you should only buy cruelty-free cleaning products
Regardless of whether a product is eco-friendly, animal testing in cleaning products is perfectly legal.
Currently, in Europe animals can still be used in cruel and painful experiments to develop cleaning products. This involves forcing rabbits, mice, guinea pigs, fish and rats to swallow, inhale or have chemicals rubbed on their skin and eyes when testing cleaning products. Most commercial brands ARE NOT cruelty-free.
A company can say their product wasn’t tested on animals, but what they mean is the final product - the individual ingredients may not be cruelty-free. This is another example of greenwashing in the cleaning industry.
You can look for the leaping bunny logo (cruelty-free certification) for assurance that the product you are buying did not use animal cruelty.
My list will say whether each brand is certified cruelty-free or not.
Pin this to your eco-friendly cleaning board on Pinterest:
9. Environmentally friendly cleaning on a budget
I totally understand that on a low income you may not be able to afford to support the most ethical cleaning products, and you should never be ashamed or feel guilty about that.
As with all sustainable swaps, you should use up what you already have and buy eco-friendly alternatives only once you’re close to running out.
There are brands on my list that are a lot cheaper than others for various reasons. The aim of this blog post is to bring all the best brands into one place to shorten the time you have to do research while helping you make an informed choice.
The cheapest way to clean your home is to make your own cleaners. There are lots of effective recipes online and you can find some of my favourites in my beginner’s guide to green cleaning.
I’ve always intended to share the DIY recipes I use but never get around to it. If there is a specific cleaner you’d like to make, let me know in the comments and I’ll do that next.
The best natural, eco-friendly cleaning brands
Bio-D
Bio-D is a small family business which sells an affordable range of eco-friendly cleaning products. You can purchase many of their products in bulk, up to 15L, and use them to refill your container. Bio-D stands for “biodegradable” as they only use plant-based ingredients.
🌱Certified by Cruelty-Free International + Vegan Society Approved
Products:
Kitchen + bathroom cleaners
Laundry + dishwashing
Sanitising products
🧺Packaging: Recycled plastic bottles, paper or cardboard. Reusable HDPE bulk jerry cans. (FYI washing powder looks like paper but is unfortunately lined with plastic)
♻️ Refill by buying in bulk or at select refill stores
📍Made in: Hull, UK
🌴Palm oil: Some products contains RSPO-certified palm oil derivatives
🧪 Chemicals: Free from triclosan, phthalates, petroleum derivatives, GMOs, formaldehyde, chlorine bleach, and synthetic fragrances and preservatives. Hand wash contains the sulphate SLES (sourced from coconuts).
🌹Fragrance: Derived from essential oils. Fragrance-free products are available.
✅Allergy UK ✅Ethical Consumer Best Buy ✅ISO 14001
WORKPLACE:
The following products have been tested against a range of bacteria, including E-coli, salmonella and MRSA and can be used in catering environments:
Bio-D Multi Surface Sanitiser, All Purpose Sanitiser, Home & Garden Sanitiser and Sanitising Hand Wash are all BSEN1276 approved
Where to buy Bio-D:
Bower Collective (refill delivery service)
Miniml
Miniml is a refillable, eco-friendly cleaning brand. You can find them in over 500 refill shops in the UK or you can buy its products singularly or in bulk online. Miniml has a closed-loop system; all its bottles are designed to be reused.
🌱Cruelty-Free + Vegan
Products:
Laundry + washing up liquid
Toilet cleaner, white vinegar
Floor cleaner
Bath + body products
🧺Packaging: Choose between glass and PET plastic (refillable) containers, bulk jerry cans that can be returned and reused
♻️ Refill by buying bulk containers or at selected refill stores
📍Made in: Yorkshire, UK
🌴Palm oil: Some products contains RSPO-certified palm oil derivatives
🧪 Chemicals: Free from triclosan, phthalates, GMOs, formaldehyde, chlorine bleach, formaldehyde, NPEs, VOC’s and optical brighteners
🌹Fragrance: “Blended composition of partly essential oils + synthetic ingredients” - Miniml said fragrances are phthalate-free
✅Ethical Consumer Best Buy
Where to buy Miniml:
Ecoleaf
Ecoleaf is a sustainable cleaning brand that is owned by Suma, a workers’ cooperative that values equality. It uses recycled packaging and offers bulk buys so you can refill from home.
🌱Certified by Cruelty-Free International + Vegan Society Approved
Products:
Laundry + dishwashing
Miscellaneous items, like recycled toilet roll
Kitchen, bathroom and floor cleaners
🧺Packaging: Paper packets, cardboard boxes, recycled plastic bottles, recycled paper, compostable film.
📍Made in: the UK
🌴Palm oil: Some Ecoleaf products contains RSPO-certified palm oil derivatives
🧪 Chemicals: Free from triclosan, phthalates, parabens. Some products contain the preservative benzisothiazolinone which is an allergen and sensitiser, but Ecoleaf said they are phasing this out.
🌹Fragrance: According to Suma’s toxics policy, they only use fragrances derived from essential oils.
✅Ethical Consumer best buy
Where to buy Ecoleaf:
Faith in Nature
Faith in Nature is popular for its range of soap and shampoo products, but did you know they also sell a small range of cleaning products too? Simply buy a metal bottle (or use what you already have) and refill with a Faith In Nature 5L jerry can.
🌱Certified by Cruelty-Free International + Vegan Society Approved
Products:
Laundry liquid (5L)
Washing up liquid (5L)
Aluminium refill bottle
Hair, hand and body products
🧺Packaging: Small bottles are made from recycled PET plastic, 5 litre containers are HDPE plastic but can be returned to Faith in Nature to be reused.
📍Made in: the UK
🌴Palm oil: Products contains RSPO-certified palm oil
🧪 Chemicals: Free from triclosan, phthalates, BPA petroleum derivatives, GMOs, chlorine bleach, and synthetic fragrances and colours. Some products (like shampoo) contain the sulphate ALES.
🌹Fragrance: Natural fragrances derived from essential oils
Where to buy Faith In Nature?
Ethical Superstore (5L laundry liquid)
Big Green Smile EU (5L washing up liquid)
Dri-Pak
This brand provides your traditional cleaning cupboard staples which are great for all kinds of jobs around the house. They can also be used for DIY cleaners. Affordable too - I can’t recommend these enough.
🌱Certified by Cruelty-Free International + Vegan Society Approved
Products:
Citric acid, white vinegar
Bicarbonate of soda, soda crystals
Liquid soap
🧺Packaging: Most products come in cardboard but some come in plastic (which contains recycled materials)
📍Made in: the UK
🌴Palm oil: Free from palm oil
🧪 Chemicals: Free from triclosan, phthalates, petroleum derivatives, SLS, GMOs, formaldehyde, chlorine bleach, and synthetic fragrances and harsh preservatives.
🌹Fragrance: No artificial perfumes, products are not fragranced.
Specific product information:
Bicarbonate of soda - Use it to scrub shiny materials without scratching, deodorise the refrigerator, smelly carpets or drains. It can clean and polish aluminium, chrome, jewellery, plastic, porcelain, silver, stainless steel and tin. It can soften fabrics and remove certain stains. Bicarb also helps to remove food off of pans when you’re washing up.
Borax substitute - Borax substitute (actual borax is banned in the EU) has a perfect pH for cleaning. It is gentler than soda crystals but more powerful than bicarb, making it ideal for stain removal, softening water and multi-purpose cleaning. Check out my DIY all-purpose cleaning spray recipe.
Citric acid - If you have hard water, citric acid is a must-have item. Found in fruits, citric acid is used for descaling appliances such as kettles, irons, coffee machines, shower heads & sterilisers to prevent and remove limescale. Also can be used in the toilet and in the dishwasher for an extra dose of cleanliness.
White vinegar spray - If you want an affordable vinegar spray that is suitable for every room and all different surfaces (including mirrors and windows) then check out this multi-purpose spray. Comes in a plastic bottle so I’d recommend opting for a different brand if possible.
Liquid soap flakes - Liquid soap is pure soap that has been used to wash laundry for generations. It contains no fragrances or enzymes so is suitable for sensitive skin and fabrics (like wool). It can also be used for cleaning floors and surfaces, like wood, laminate and tiles. I prefer this to castile soap because it’s palm-free.
Where to buy dri-pak:
Sodasan
A carbon-neutral German company which goes as far as offsetting their employee’s commutes. They use 100% green energy and all their products are certified by Ecocert.
🌱Certified by Cruelty-Free International + Vegan Society Approved
Products:
Laundry and dishwashing
Bathroom + toilet cleaner
Scouring cream and stain removal
🧺Packaging: Recyclable plastic (PP 5) or cardboard
📍Made in: Germany and are carbon neutral
🌴Palm oil: Some products contains RSPO-certified, organic palm oil derivatives
🧪 Chemicals: Free from triclosan, phthalates, petroleum derivatives, GMOs, formaldehyde, chlorine bleach, and synthetic fragrances and preservatives
🌹Fragrance: All fragrances are natural
✅Ecocert organic
Where to buy sodasan:
I’ll be updating this list once I’ve tested more products and researched the brands. I hope you find it useful.
What is your favourite natural, eco-friendly cleaning brand?
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