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Cleancult: The Plastic-Free Trojan Horse
How a 38-person team is quietly disrupting the $200B cleaning industry with paper-based refills
While giants like Procter & Gamble wrestle with plastic guilt, Cleancult is betting that paper is mightier than plastic. Their 38-person team isn't just selling soap—they're selling a ritual, using a refill model that turns waste into a subscription.
"Cleancult isn't disrupting the cleaning aisle—they're rewriting the rules of packaging while legacy brands are still debating sustainability reports."
The Refill Revolution
Cleancult's core innovation isn't a new chemical formula—it's a paper-based refill system that dissolves in water. Their flagship laundry sheets and dishwasher tablets ship in cardboard, not plastic jugs, turning the monthly chore into a minimalist ritual. With 37% organic search traffic driven by terms like 'cleancult dishwasher tablets,' they've captured a niche of eco-conscious consumers willing to pay for convenience with a conscience.
The Costco Inflection Point
Their recent 'NOW AT COSTCO' headline signals a critical pivot from DTC darling to retail scale. With monthly visits at 10,558 and a global rank of #2.3M, they're still early-stage, but the Costco partnership could 10x their reach overnight. The 49% direct traffic suggests a loyal, returning customer base—exactly what big-box retailers look for in emerging brands.
The Trustpilot rating of 2.8/5 with only 3 reviews reveals a brand still in its infancy, but their tech stack tells a different story: PostHog for behavioral analytics, Klaviyo for retention, and PWA capabilities suggest a digital-native operation that understands customer lifetime value. They're not just selling soap; they're building a data-driven subscription engine.
- Paper-based refills eliminate 90% of plastic waste compared to traditional cleaners
- Laundry sheets and dishwasher tablets target the two highest-volume cleaning categories
- Costco partnership provides instant credibility and scale without diluting brand identity
- 49% direct traffic indicates strong repeat purchase behavior and brand loyalty
The Clean Bet
Cleancult's real innovation isn't the product—it's proving that a 38-person team can outmaneuver P&G by making sustainability convenient, not just virtuous. The Costco deal is just the first chapter.
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More Power. Less Plastic. | Cleancult
At Cleancult, we believe clean should mean clean in every single way. That we should refill not landfill, that paper is mightier than plastic, and that lots of small actions add up to great change. We're on a mission to help more people switch from a bad plastic habit to a cleaner refill ritual.
More Power. Less Plastic.
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Reviews (3)
I was looking for more eco friendly…
I was looking for more eco friendly cleaning options and decided to give cleancult a try. I bought a new user bundle which included pretty much everything I needed including glass bottles for all the products. They are a subscription service for refills. So far so good on all the cleaning solutions. I have not seen a drop in quality from name brand, on the shelf brands. I will keep using their products
beware that when you buy something you…
beware that when you buy something you a subscribing and will be charged for it again without warning
I ordered my usual order from Cleancult…
I ordered my usual order from Cleancult on October 19. A week almost went by, and my order hadn’t been shipped. I had to contact them to see what was going on… they were out of stock of the dishwashing tablets but said the order would ship soon. I asked them to ship the stuff that was in stock…”I have to contact the Cleancult team.” Crickets. I contact them again to ask what’s going on…same response. Now it’s 11 days later and I don’t have my order. I have contacted them to cancel my order and to say that I am disputing my charge with my bank. Be wary when ordering from them, they’ll never say when something is out of stock and make you wait for days on end and not contact you at all.
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About cleancult.com
At Cleancult, we believe clean should mean clean in every single way. That we should refill not landfill, that paper is mightier than plastic, and that lots of small actions add up to great change. We're on a mission to help more people switch from a bad plastic habit to a cleaner refill ritual.
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cleancult.com uses 19 technologies across their website including YouTube Embed, Font Awesome, Google Fonts, Contentful, and more.
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YouTube Embed
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Font Awesome, Google Fonts
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Contentful
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Amazon S3, Cloudflare
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Klaviyo
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DoubleClick Floodlight, TikTok Pixel, Google Ads, Facebook Pixel
Traffic & Audience
cleancult.com receives approximately 10.6K monthly visitors and ranks #2,305,536 globally. The website has a bounce rate of 46% with visitors viewing an average of 1.4 pages per visit. Users spend an average of 0:04 on the site.
The majority of cleancult.com's traffic comes from undefined, undefined, .
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