From kitschy and creative to sustainable and elevated, here are a handful of household care brands that we will be keeping close tabs on in 2024.

Nellie’s

Founded by James Roberts, home care brand Nellie’s was inspired by his mother (Nellie, of course). Its range includes sustainable options like pods and tablets for laundry as well as a “dish butter”—a small soap designed to be inserted into Nellie’s “forever brush” to create a tool that cleans dishes with less waste. This family-owned, Canadian company has been in operation for nearly two decades—and according to Roberts, “big changes are coming” in 2024.

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The Laundress

After a massive recall, The Laundress regained its footing and has relaunched its products. Now it wants to win back a fan base that loved its elevated take on fabric care. The company’s newest rollouts include Whites and Darks Detergents and two new “fine-fragrance” perfumed USDA Bio Based Certified formulas.

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Gear Hugger

Sure, there’s an iconic brand in the US that owns the space when it comes to specialty products used by DIYers, outdoorsy folks and fix-it-up types. Then there’s Gear Hugger, which bills itself as the plant-based option. The brand’s heavy-duty degreaser is powered with “upcycled agave” and its multipurpose lubricant (which is USDA Certified Biobased) contains canola oil, soy and cacao butter. Checo Diaz is the founder of the brand, which is expected to roll out a new rust prevention product in the near future.

 

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Cleanery

Based out of New Zealand, we met Cleanery Co-Founder Mark Sorenson at Natural Products Expo East in Philadelphia, where he happily showed us his childhood essay written about excessive packaging. That school assignment 28 years ago is at the heart of what his low-waste cleaning brand is tackling right now. Cleanery offers patented concentrated cleaning formulas in tiny sachets designed to be added to water in reusable bottles. The range is currently online via Amazon in the US, but we suspect other retails could be on the way soon.

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Ensueño

Ensueño is growing its presence in the US market with fabric softeners and detergents that speak to consumers who love scented laundry. Ensueño says it offers “one-stop solutions” for all laundry—including detergent, softener and scent booster—with a consistent fragrance across all formats. The brand’s liquid fabric softener concentrate currently holds the No. 6 spot behind Downy, Sauvitel, Gain, Snuggle and private label, according to recent Circana data. Ensueño is part of AlEn USA, the North American subsidiary Mexican company Industrias AlEn S.A de C.V.

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Root & Splendor

Founded by Kristin Fracassi, Root & Splendor offers 100% plant-based and bioactive laundry products housed in sustainable packaging. The range includes laundry concentrate in multiple scents, stain remover and organic wool dryer balls. Fracassi won the audience choice award at Natural Products Expo East’s Pitch Slam competition.