A Cleaner State of Mind
“Clean should mean clean in every sense.”
Transitioning to a plastic-free lifestyle can seem daunting, but it doesn’t have to be, especially with eco-friendly brands like Cleancult.
Mommy In Los Angeles Magazine was invited to jojn the launch of Cleancult’s Plastic Intervention Ambassador Program. We also caught up with Cleancult’s CEO & Co-Founder, Ryan Lupberger for an informative Q&A sesh.
He explains his company was the first in the world to successfully release a line of soap cleaners and detergents packaged in paper cartons!
MILA: Cleancult is such a catchy name! Can you tell us more about the brand’s overall mission and how you came up with its name?
RL: Ultimately, we aim to bring efficacious and sustainable cleaning to every home. We’re here to challenge the status quo and redefine the way we clean, helping families ditch bad plastic habits for cleaner refill rituals. After all, can we really call it “cleaning” if we’re flooding our homes—and the planet—with plastic?
Our brand name, Cleancult, playfully embodies our belief that clean should mean clean in every sense. We aim to inspire more people to embrace the cult of clean mindset, establishing a new way of thinking about cleaning and its environmental impact. I often say that most people already understand the importance of choosing better options for what’s “in us” and “on us,” but the “around us” part hasn’t quite caught up. Cleancult is leading the charge in this next wave of conscious living. We don’t require ceremonial robes or secret handshakes, but we do want to inspire our No Plastic Fanatics to embrace a cleaner lifestyle. That’s what our cult stands for. With Plastic Free July upon us, there’s no better time to start making small changes that lead to significant impact.
MILA: Can you tell us about your formative years? Did any experiences growing up influence how you felt about the environment?
RL: Cleancult was always a cosmic destiny, shaped by the way I was raised. I grew up in Boulder, Colorado where a “better for you lifestyle,” was ingrained in me from the very beginning. As a society, there was always an affinity for nature and all things outdoors, fostering an appreciation for organic and responsible practices that weren’t a fad or trend, but a way of life. After graduating high school, I got my first job working at the Unreasonable Institute, a social venture accelerator dedicated to tackling global challenges. I became completely obsessed with the transformative impact that entrepreneurship offered as a solution to the profound issues we face every day. Here my passion for entrepreneurship was born. This passion brought me to Babson College of Entrepreneurship, where I received my Bachelor of Science. During one of my college laundry days, I looked at the ingredient list of my laundry detergent and found none. My discovery sparked my curiosity and after doing some research, I was alarmed to find how few regulations there were for the products we put on our skin, clothes, and bedding. On the hunt for better options, I went to my local retailers only to be greeted with a sea of plastic in the cleaning aisle. Even the products that had better ingredients were covered in single-use plastic. Then and there, Cleancult was born.
MILA: What is your favorite product and are your next plans for the company?
RL: Of our products, I am most proud of our collection of paper-based refill cartons. Putting liquid soaps and detergents in 100% recyclable paper cartons was something that hadn’t been done before, at least not successfully, so that was a major standout moment that set us apart from others. Watching Cleancult seamlessly integrate into so many cleaning rituals nationwide fills me with pride, knowing we’re fulfilling the mission I was destined to pursue as a native of Colorado—cleaning the world.
Aside from our packaging, I am particularly excited about our newest innovation: our laundry detergent sheets. These sheets are not only the market’s first to feature three potent stain-fighting enzymes for a remarkably effective clean but are also packaged in 100% recyclable paper drawer boxes. They’ve quickly garnered a cult following, earning a reputation that might even be worthy of ceremonial robes! In addition to our beloved signature Wild Lavender scent, the Fresh Linen and Free & Clear options have been a huge hit with shoppers. Stay tuned – we’ll be offering free laundry detergent sheet samples on our website (www.Cleancult.com) soon.
MILA: Thank you. We love being part of the #NoPlasticFanatic Movement!