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Cleancult Secures $25 Million in Series B Raise, Brings Zero-Waste Cleaning to Consumer Masses and Retailer Partners

As the demand for natural household cleaners surges, the leading sustainable cleaning brand is poised for category leadership.


By: Tom Branna

Cleancult Secures $25 Million in Series B Raise, Brings Zero-Waste Cleaning to Consumer Masses and Retailer Partners

Cleancult, a leading sustainable cleaning brand committed to redefining clean with the power of plant-based ingredients and zero-waste packaging, has closed on its Series B raise, securing $25 million in growth funding, company officials announced Sept. 29. 
Investors include Reynolds Channel, Anchor Capital, Box Group, Vanterra Capital and Blue Scorpion Investments, the early investors behind leading brands such as Bombas, Harry’s and Quip. Additional raise participants include celebrity investors such as Kevin Hart with his VC firm, Hartbeat Ventures, and Rachel Zoe with Rachel Zoe Ventures.
“We’re now able to accelerate our mission to bring zero-waste cleaning solutions to market in a way that’s easy to use, transparent and affordable,” said Cleancult co-founder and CEO Ryan Lupberger. “Cleancult is revolutionizing the way retailers approach sustainability. We’ve been able to support our retail partners in their own sustainability efforts without requiring them to completely change their shelves, or their business model, and it’s especially exciting to secure this round so we can expand faster to an even larger scale.”
Since its launch two years ago, the brand has been rapidly expanding with Lupberger and fellow entrepreneur Zachary Bedrosian at the helm. Lupberger and Bedrosian co-founded the company with a vision to eliminate the amount of plastic waste in the cleaning industry. Cleancult is one of the first companies to successfully package soap in recyclable milk cartons, and offers unique reusable glass dispensers in place of plastic bottles. From laundry detergent to all-purpose cleaner to hand soap, Cleancult’s patented plant-based, biodegradable formulas have proven to be highly effective. The Cleancult system reduces household plastic waste by over 90%; instead of focusing on concentrates, Cleancult’s refill technique reduces the need for a user to change their behavior, making the transition to natural cleaning a seamless one for consumers, whether shopping online or at their local retailer.
By switching to Cleancult, company officials say the average household can save about 44 pounds of plastic waste from ending up in landfills each year. The brand has a complete offering of home cleaning essentials, including liquid hand soap, laundry detergent, stain stick, all-purpose cleaner, dish soap, bar soap, and more, all featuring biodegradable plant-based formulas that harness the power of natural ingredients. Many feature Cleancult's patented CocoClean Technology, the brand's proprietary formula technology that takes the natural antimicrobial and antifungal properties in coconuts and uses it to power an unparalleled clean.
According to Information Resources, Inc. data, the natural cleaning category has seen an uptick in growth at a compound rate of 16.5% over the last five years – more than three times faster than conventional cleaners. Today, Cleancult is poised to take ownership of this new, rapidly expanding segment that’s quickly outpacing traditional players. 
Cult Following
As the first zero-waste cleaning brand to be available both direct-to-consumer and on-shelf, Cleancult is positioned to help retailers reduce plastic waste. Over the next few months, Cleancult will expand into an additional 2,500 doors, elevating the brand’s retail presence to over 5,500 stores across the U.S. and Canada including Bed Bath & Beyond, who will carry Cleancult products nationwide beginning this fall. 
With this new funding, Cleancult aims to bring on additional retailer partners, providing support as they work towards meeting aggressive goals set by the U.S. Plastics Pact. These include urging retailers to cut waste by over 50% by 2025. The brand also recently expanded within the North American market and is now available in over 500 Canadian retail doors, such as London Drugs, Sobey’s and Peavey. Consequently, Cleancult has become a beacon of sorts for zero-waste consumers and brick-and-mortar partners throughout the U.S. and Canada.
Cleancult will also be adding new faces to its board of directors. These include Seth Cohen, managing partner of Reynolds Channel, and Mark Zurcher, former CEO of Angie’s Boomchickapop and a veteran consumer packaged goods executive.  
“We look forward to supporting Cleancult’s essential mission to revolutionize the household cleaning industry and deliver zero-waste solutions at scale with both retailer partners and with our customers,” said Cohen and Zurcher in a joint statement.
Cleancult products are available direct-to-consumer and in retailers such as CVS, Bed Bath & Beyond and Meijer. 

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