• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    A Conversation with the Responsible Flushing Alliance

    Nice-Pak Meets Consumer Demands

    Wipes Manufacturers Meet Demand Surge

    Home Care Wipes: Sustainability in Sharper Focus as Cleaning Frenzy Simmers Following Pandemic

    The Cannabis Glow Up
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Robertet Appoints Reichert as Perfumer

    Kiehl’s Launches Sustainable Pouch Refillables for Hair Care, Skin Care

    New OTC Natural Hemp Pain Relief Gel Arrives at cbdMD

    Amazon Adds SCS’ Carbon Neutral Certification to Its Climate Pledge Friendly Program

    Cosphatec Introduces Cosphaderm Dicapo Natural
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    40. Turtle Wax

    26. Bolton Group

    47. Farouk Systems

    17. Revlon

    8. L Brands
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Ball Care, a New Category in Men’s Grooming

    Jeen International Celebrates Its 25th Anniversary

    Jeffree Star Hospitalized After Car Crash

    What You're Reading on Happi.com

    Top Beauty Influencers
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Robertet Appoints Reichert as Perfumer

    Kiehl’s Launches Sustainable Pouch Refillables for Hair Care, Skin Care

    Amazon Adds SCS’ Carbon Neutral Certification to Its Climate Pledge Friendly Program

    Cosphatec Introduces Cosphaderm Dicapo Natural

    P&G Reports Solid Cash Results in Q3 of Fiscal 2021
    Lab Equipment
    Mixing
    Packaging
    Testing

    Arbonne's One Year Anniversary as a B Corp

    Admix Appoints COO to Advance Manufacturing, Supply Chain & Regulatory Compliance

    Tesco Eliminates Plastic Bags from Online Orders

    Hourglass To Launch Sustainable Cosmetics Line

    Carbon Data for Personal Care Labels
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    KLK OLEO

    Praan Naturals

    Vantage Specialty Ingredients

    Croda

    QRS (Quality Resourcing Services)
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Indie Inc

    Home Sweet (Microbi)Home

    Counter Culture, a sustainable cleaning products company based in San Diego, is pushing a new message into the home care category.

    Related CONTENT
    • Lubrizol Corp. Unveils Life Science Brand
    • The Best Man for the Job…
    • Arches & Halos Launched at Target
    • Lubrizol Life Science Now Offers Combined Business
    • A Better Mousetrap
    05.01.19
    After a scare when her toddler locked herself in the bathroom, Michelle Perkins began to think more deeply about the chemicals she was using in her home. Not impressed with the green cleaners currently available, she set out to find a better way. That journey led to probiotics, and now Counter Culture, her growing range of home care products found in West Coast organic food stores and Whole Foods, is out to change the conversation about cleaning house.

    There is always an “A-ha!” moment for a new brand—so what was your moment? My ah-ha moment was finding my toddler locked in the bathroom with bleach spilled down her dress— it made me rethink the toxic chemicals I was bringing into my home—at first I switched to green cleaners, but was frustrated by how poorly they worked and questioned how “clean” these products really were. I thought there has to be a better way—my learning journey led me to discover the power of probiotics for safe, effective and sustainable cleaning.

    Counter Culture’s hero SKU is: Geranium All Purpose Cleaner, it leaves my counters clean and my kitchen smelling fresh.

    Dr. Tony Nakhla (founder of Eighth Day, our April 2019 Indie Inc profile) wants to know why is your brand different than others in your category?  We are radically different to all the other products in the category—staking the opposite claim—we proudly don’t kill 99.9% of bacteria! To us, sterile is not the goal. No other products work like ours using probiotics to actively enhance your surface’s microbiome while using bio-surfactants created during the fermentation process to break down dirt and grease.

    As an independent cleaning brand, the biggest issue we have had to overcome so far has been: Raising consumer awareness on the shelf and communicating concisely why our product is better for you. It’s a work in progress, but working with a team of great communicators and designers has definitely helped!

    Who in the business world inspires you—and why? Elon Musk. He thinks big and outside the box—it’s always exciting to see what he’s going to try next. He has made a huge impact on ongoing sustainability with the Tesla and in South Australia, he has created the world’s largest battery to capture solar and wind energy.

    What can we expect from Counter Culture for the rest of the year and beyond? We’re launching a tranche new products over the next year including wipes, and other products designed to make a positive impact on your ‘MicrobiHome.’ 
    Related Searches
    • cleaner
    • cleaning
    • brand
    • stores
    Suggested For You
    Lubrizol Corp. Unveils  Life Science Brand Lubrizol Corp. Unveils Life Science Brand
    The Best Man for the Job… The Best Man for the Job…
    Arches & Halos Launched at Target Arches & Halos Launched at Target
    Lubrizol Life Science Now Offers Combined Business Lubrizol Life Science Now Offers Combined Business
    A Better Mousetrap A Better Mousetrap
    On Call On Call
    Eighth Wonder Eighth Wonder
    P&G Creates Waterless Hair Care Line P&G Creates Waterless Hair Care Line
    A Gentler, Kinder Clean A Gentler, Kinder Clean
    Eighth Wonder Eighth Wonder
    Unilever Debuts Right To Shower Unilever Debuts Right To Shower
    Beauty Week Begins at Whole Foods Beauty Week Begins at Whole Foods
    Not Your Mother’s Expands Distribution of Naturals Collection Not Your Mother’s Expands Distribution of Naturals Collection
    Cleaning The ‘MicrobiHome’ Cleaning The ‘MicrobiHome’
    BASF Opens Innovation Center in Mexico BASF Opens Innovation Center in Mexico

    Related Indie Inc

    • Color Cosmetics | Pigments | Polymers
      A New Indie’s Modern Take on Classic Beauty

      A New Indie’s Modern Take on Classic Beauty

      Fascinated with beauty from a young age, Victoria Stack demanded a custom, made-in-the-US formulation for her foray into cosmetics.
      Christine Esposito, Managing Editor 04.01.21

    • Actives | Functional Ingredients | Skin Care
      In Pursuit of Perfection

      In Pursuit of Perfection

      Park Perfection, a family-run operation, is determined to grow beyond its first product, a 2-in-1 eye treatment.
      Christine Esposito, Managing Editor 03.02.21

    • Engineering a New Brand

      Engineering a New Brand

      Devon Fanfair has a BS in mechanical engineering from Rice University and 10-plus years of experience in technology, startups and business development.
      Christine Esposito, Managing Editor 02.02.21


    • Actives | Color Cosmetics | Functional Ingredients | Pigments | Skin Care
      Negocio Familiar

      Negocio Familiar

      As a child she finished her homework in the warehouse while her parents wrapped up work. Today, Bettina Mercado is growing her family’s long-standing beauty bus
      Happi Staff 01.06.21

    • Functional Ingredients | Skin Care
      In the Beginning…

      In the Beginning…

      Sara and Ben Jensen are at the very start of their journey with Hugh & Grace.
      Happi Staff 12.02.20

    • Actives | Skin Care
      A Family Affair

      A Family Affair

      Elizabeth Grant traces its start to 1940s England, when a bomb blast severely injured the founder’s face.
      Happi Staff 11.05.20


    • Functional Ingredients | Hair Care | Skin Care
      Making Your Mark

      Making Your Mark

      ...
      Christine Esposito 10.06.20

    • Functional Ingredients | Skin Care
      Head Chef

      Head Chef

      Gourmet Body Pastries Founder Melanie Mitchell crafts decadent skin care products using food-based ingredients.
      Christine Esposito, Managing Editor 09.03.20

    • Actives | Functional Ingredients | Hair Care | Skin Care
      All Eyes on  I+I Botanicals

      All Eyes on I+I Botanicals

      Co-Founder Selam Kelati shares the story behind her growing naturals brand.
      Happi Staff 08.03.20


    • Honoring Hawaii

      Honoring Hawaii

      No stranger to starting a beauty brand, Alice Kim’s newest endeavor, Hanalei Company, is inspired by and giving back to the place where it’s based.
      Happi Staff 07.01.20

    • Fun & Functional

      Fun & Functional

      Setting out in 2016 to make hand hygiene cool, Touchland’s sales are through the roof, and it has ramped up production to meet demand during the pandemic.
      05.27.20

    • Actives | Skin Care
      Out of Lab and  into the World

      Out of Lab and into the World

      Shuting Hu’s goal is to translate complex science—and create great products—for everyday consumers with her brand Acaderma.
      Happi Staff 05.01.20


    • Color Cosmetics | Pigments | Polymers

      Nailed It

      Suzanne Roberta's Adesse New York bridges the gap between clean beauty and fashionable nails.
      Happi Staff 04.01.20

    • Actives | Functional Ingredients | Hair Care | Personal Cleansers | Skin Care
      Risk & Reward

      Risk & Reward

      ...
      Christine Esposito, Managing Editor 03.02.20

    • Functional Ingredients | Household Cleaning | Polymers | Surfactants
      Rebels with a Cause

      Rebels with a Cause

      Rebel Green, a Certified B Corporation and women-owned company, seeks to change people’s home care habits for good.
      Christine Esposito, Managing Editor 02.17.20

    Trending
    • Sunscreen On The Spot
    • BASF Increases Price Of Kaolin
    • P&G Emphasizes Small Actions At Home To Be More Sustainable
    • Formulating Liquid Laundry Detergents
    • Hallstar Beauty Names New President
    Breaking News
    • Robertet Appoints Reichert as Perfumer
    • Kiehl’s Launches Sustainable Pouch Refillables for Hair Care, Skin Care
    • New OTC Natural Hemp Pain Relief Gel Arrives at cbdMD
    • Amazon Adds SCS’ Carbon Neutral Certification to Its Climate Pledge Friendly Program
    • Charles Moses, Beauty Industry Veteran, Passes at 65
    View Breaking News >
    CURRENT ISSUE

    CBD Inside & Out

    • The Cannabis Glow Up
    • Mary Jane's Botanicals
    • A Closer Look at cbdMD
    • Is Cannabidiol Coming to Your City or Hamlet?
    • USDA's Final Rule on Hemp
    • A CBD Packaging Evolution
    • CBD Food & Supplement Market Is in Limbo
    • CBD New Product Development
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Longvida Curcumin Extract Receives ANVISA Approval in Brazil
    Curcugen Curcumin Formulation Evidenced to Attenuate Post-Exercise Inflammation
    Good Rāz Launches Taste-Free Vitamin D3 Drops
    Coatings World

    Latest Breaking News From Coatings World

    USGBC Releases Results of 2021 Green Building Community Survey
    PPG Publishes Sustainability Report
    Sherwin-Williams Launches Echelon
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    FDA Grants 510(k) Clearance to LivaNova’s B-Capta
    Gynesonics Appoints Susan Stimson to Its Board of Directors
    Piezo Motion Debuts Piezoelectric Micro-Dosing Pump
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Evotec to Build Second Biologics Mfg. Facility in Toulouse
    Adare Pharma Names Ludger Roedder President of Adare Biome
    Johnson & Johnson 1Q Results
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Donginbi Launches Men’s Skincare Collection
    Kiehl’s Launches Pouch Refillables
    Skin Match Technology Partners with Men-Only Grooming Platforms
    Happi

    Latest Breaking News From Happi

    Robertet Appoints Reichert as Perfumer
    Kiehl’s Launches Sustainable Pouch Refillables for Hair Care, Skin Care
    New OTC Natural Hemp Pain Relief Gel Arrives at cbdMD
    Ink World

    Latest Breaking News From Ink World

    Kumon North America Adds Speedmaster XL 106 from Heidelberg
    SE-DA Invests in Kornit Presto S
    Acrylic Resins Market Worth $21.9 Billion by 2025: MarketsandMarkets
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    PPG releases 2020 Sustainability Report
    GAA merges with AIMCAL
    Acucote expands Insights educational program
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Glatfelter GlatClean Nominated for World of Wipes Innovation Award
    P&G’s Sales Up 5%
    Ontex Tests Industrial Scale Diaper Composting
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    SeaSpine Begins Limited Rollout of WaveForm TO 3D-Printed Interbodies
    Spinal Elements' Lucent 3D Additive Manufactured Interbodies Earn FDA Nod
    Conformis, Paragon 28 Ink Licensing Deal
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    SEMI Appoints imec, Soitec Executives to Europe Advisory Board
    NREL Takes Novel Approach to 3D-Printed Water Power Prototypes
    Canatu Manufactures World’s Thinnest Free-standing CNB Membrane

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login