Cleanery creates high-performance, powder-based cleaning and personal care products that eliminate single-use plastic and unnecessary packaging, and cut carbon emissions by 99%, making sustainable choices easy and accessible for everyday consumers.
Why we invested
Cleanery is transforming the way we clean, producing powder-based cleaning and personal care products that consumers mix with water at home. This innovation removes the need to ship water-heavy liquids, cuts emissions, and reduces packaging waste by 99%. The products are plant and mineral-based and outperform traditional cleaners, without the environmental cost.
We found the affordability of their product especially compelling: no green premium means they are able to offer every consumer a chance to take part in making sustainable choices.
Transaction Summary
IRIS+ is a set of generally-accepted system created by the Global Impact Investment Network (GIIN) to standardise impact metrics and themes.
Measuring What Matters
Cleaning and personal care products are shipped as bottled liquids, causing significant unnecessary production and freight emissions from over 29 billion plastic containers globally each year.
Emissions from production and shipping of bottled liquid products avoided through powdered products use.
Encouraging wider consumer behaviour change to reuse existing bottles at home with powdered products, and a market shift to powdered solutions.
Consumers of everyday cleaning and personal care products. Efficacy, affordability, and environmental credentials are important influences on buying decisions.
Scale: End user reach – customers who have bought Cleanery products.
Depth: Effect on category norms, catalysing further sustainability initiatives such as powder and refill formats.
Duration: Effect on long-term consumer decisions for Cleanery customers and long-term trend towards sustainability among category competitors.
Sustainable products are often viewed as less effective and more expensive products, slowing down market adoption of sustainable alternatives. Cleanery fills this gap by outperforming incumbent products without a green premium. We therefore see it accelerating wider market adoption towards concentrated/powdered alternatives to lower emissions in the sector.
Cleanery’s impact outcome assumes that consumers will be willing to change their routines and behaviours. With traditional sustainable products being perceived as lower performing, Cleanery’s products face a barrier to consumer uptake.
Impacts of enterprises on people and the planet can be understood across five dimensions, as defined by the Impact Management Project.
