Christine Esposito, Managing Editor10.10.22
Some of the best known household cleaning brands like Windex and Lysol are used in the professional market where janitors and other essential cleaning staff use these sprays and wipes inside hospitals and offices. But it is far less likely that the average consumer is using a professional cleaner inside her home.
But that’s exactly what a new DTC homecare startup company wants consumers to do.
Arbour, based in Columbus, OH, offers consumers commercial-grade cleaning products made with plant-based, “non-toxic” ingredients. Products are strong enough to cleanse and disinfect inside the home and are safe for people, pets and the planet, according to the company.
The range includes eight products that elevate clean hygiene for everyone and every environment, according to Arbour Co-Founder Carol Mehas.
The cleaning business is new to Mehas, who worked in product and brand development for beauty leaders like L’Oréal, Sephora and Estée Lauder. But that’s not to say she is unfamiliar with what it takes to keep a house clean. Like other moms, she has spent plenty of time doing just that—especially during the pandemic. And that’s when the world of highly efficacious and safe cleaning products piqued her interest.
“At the time, my mother-in-law was living with us, (along with) a dog and three kids. I’m thinking: how are we going to keep this place clean?,” she told Happi in a phone interview from her home in Columbus.
Mehas had used the well-known brands in the home cleaning category and the natural formulations, too—but became interested in a cleaning product that a friend from nearby Cleveland was distributing to schools.
“I thought to myself: how can I get that for my house?,” Mehas said.
She also wondered about other products for laundry and dishes that were being used in the industrial market but would be safe enough to use in the home.
For Mehas, that’s Arbour’s “sweet spot.”
“Our process is to vet those products,” Mehas said. “Some we created ourselves and some we took from other industries.”
The Everyday Spray formula contains just five ingredients—citric acid, lemongrass essential oil, water, Quillaja saponin (soap bark) and stearic acid.
The company also offers the disinfecting and sanitizing formulation in a wipe format, as well as Daily Dish Soap and Daily Handwash.
Arbour’s Laundry Essentials range, which includes Free + Clear Laundry Detergent and Activewear Detergent, is also inspired by formulations professional and collegiate sports teams use to keep uniforms clean.
The detergents are engineered with a surface tension just above water so they get deeper into fibers to lift out dirt and oils, according to the company
“The viscosity is very thin. It almost feels like water,” said Mehas.
“We know that the consumer is used to more gelatinous type product,” she added, noting it “might feel awkward at first.”
Arbour’s stain remover spray works the same way, and Mehas believes it will be the brand’s “secret hero.”
“They are greywater safe, which many industrial products have to be,” said Mehas.
Arbour, like many startups, has its own checklist about what shouldn’t be in its formulations—dyes, bleach and VOCs, for instance.
“Our laundry list is pretty extensive,” Mehas said.
And while the brand is taking a hardline on what’s in its formulations, Mehas said she wants to inject fun into the cleaning process.
To that end, the six-person company has created “spraylists”—curated music lists for cleaning—on Spotify. They can be accessed through Arbour’s “Treehouse,” an interactive hub for cleaning tips, printables and games to get kids involved in cleaning process. Additionally, Arbour will utilize Instagram and Facebook to promote the cleaning range.
“Why not make it fun, friendly, safe and approachable?” Mehas asked.
She contends that the pandemic and the explosion of online shopping blurred the line between commercial and consumer retail. Previously, consumers took for granted the heritage cleaning brands that they could find at their local superstore, but found there were other options, she insists.
“Our brand is positioned to really capitalize on the reset of the consumer across America to think about their product purchases and spend their money wisely,” she said.
Arbour is currently sold on arbourproducts.com. At press, company officials were in the process of expanding the brand’s online retail strategy and exploring additional outlets, including brick and mortar.
But that’s exactly what a new DTC homecare startup company wants consumers to do.
Arbour, based in Columbus, OH, offers consumers commercial-grade cleaning products made with plant-based, “non-toxic” ingredients. Products are strong enough to cleanse and disinfect inside the home and are safe for people, pets and the planet, according to the company.
The range includes eight products that elevate clean hygiene for everyone and every environment, according to Arbour Co-Founder Carol Mehas.
The cleaning business is new to Mehas, who worked in product and brand development for beauty leaders like L’Oréal, Sephora and Estée Lauder. But that’s not to say she is unfamiliar with what it takes to keep a house clean. Like other moms, she has spent plenty of time doing just that—especially during the pandemic. And that’s when the world of highly efficacious and safe cleaning products piqued her interest.
“At the time, my mother-in-law was living with us, (along with) a dog and three kids. I’m thinking: how are we going to keep this place clean?,” she told Happi in a phone interview from her home in Columbus.
Mehas had used the well-known brands in the home cleaning category and the natural formulations, too—but became interested in a cleaning product that a friend from nearby Cleveland was distributing to schools.
“I thought to myself: how can I get that for my house?,” Mehas said.
She also wondered about other products for laundry and dishes that were being used in the industrial market but would be safe enough to use in the home.
For Mehas, that’s Arbour’s “sweet spot.”
“Our process is to vet those products,” Mehas said. “Some we created ourselves and some we took from other industries.”
Product Range
The hero product is the Everyday Spray. Safe to use on all types of surfaces, fabrics and other materials, the multi-surface cleaner removes stains and odors while neutralizing a broad spectrum of germs and bacteria.The Everyday Spray formula contains just five ingredients—citric acid, lemongrass essential oil, water, Quillaja saponin (soap bark) and stearic acid.
The company also offers the disinfecting and sanitizing formulation in a wipe format, as well as Daily Dish Soap and Daily Handwash.
Arbour’s Laundry Essentials range, which includes Free + Clear Laundry Detergent and Activewear Detergent, is also inspired by formulations professional and collegiate sports teams use to keep uniforms clean.
The detergents are engineered with a surface tension just above water so they get deeper into fibers to lift out dirt and oils, according to the company
“The viscosity is very thin. It almost feels like water,” said Mehas.
“We know that the consumer is used to more gelatinous type product,” she added, noting it “might feel awkward at first.”
Arbour’s stain remover spray works the same way, and Mehas believes it will be the brand’s “secret hero.”
Sustainable Solutions
In addition, Arbour’s laundry products are pH balanced and readily biodegradable.“They are greywater safe, which many industrial products have to be,” said Mehas.
Arbour, like many startups, has its own checklist about what shouldn’t be in its formulations—dyes, bleach and VOCs, for instance.
“Our laundry list is pretty extensive,” Mehas said.
And while the brand is taking a hardline on what’s in its formulations, Mehas said she wants to inject fun into the cleaning process.
To that end, the six-person company has created “spraylists”—curated music lists for cleaning—on Spotify. They can be accessed through Arbour’s “Treehouse,” an interactive hub for cleaning tips, printables and games to get kids involved in cleaning process. Additionally, Arbour will utilize Instagram and Facebook to promote the cleaning range.
“Why not make it fun, friendly, safe and approachable?” Mehas asked.
She contends that the pandemic and the explosion of online shopping blurred the line between commercial and consumer retail. Previously, consumers took for granted the heritage cleaning brands that they could find at their local superstore, but found there were other options, she insists.
“Our brand is positioned to really capitalize on the reset of the consumer across America to think about their product purchases and spend their money wisely,” she said.
Arbour is currently sold on arbourproducts.com. At press, company officials were in the process of expanding the brand’s online retail strategy and exploring additional outlets, including brick and mortar.