Indie beauty brand Clean n' Natural’s latest creation is How To Wash, a line of hand soaps focused on providing a unique solution to the challenges presented by COVID-19. Each product label features an easy to understand, step-by-step guide, adopted from the World Health Organization (WHO) guidance, showing users proper protocol for hand washing. With illustrations and words, the packaging provides washing instructions to minimize the spread of germs and maximize user health, said the company.

The soaps are sold online and at Walgreens, H-E-B and Meijer stores in 12oz bottles for $4.99, with each package featuring step-by-step directions for proper washing. Company Founder and President Melinda Rubin of Calabasas, CA took time to chat with Happi about this novel and timely launch.

Happi: How and why did you start this company? 
 
MR: The current Coronavirus crisis highlighted the fact that consumers needed to know how to hand wash properly. It is a crucial step in remaining healthy and stopping the spread of COVID-19. We knew that simply developing hand soap was not enough. We took it a step further, and wanted to provide a public service—educate consumers on proper hand washing protocol which could help minimize the spread of germs and the virus, and promote good hygiene and health. In addition, the quality of the products, which included essential oils and antioxidants and thus a higher price point, provided retailers with a healthy profit, unlike many low-priced soaps.
           
Happi: How do you think the packaging is unique? 
 
MR: How To Wash is the first brand of hand soap that provides a focus on consumer education as well as quality products. Each product label features an easy to understand, step-by-step guide showing a proper hand washing technique, adopted from the World Health Organization. The illustrations and photos make it easy to follow and because the information is right on the package, it’s very easy to reference during the wash process. Giving the directions such visibility also helps remind users to follow the protocol.
 
Happi: What is your distribution story? I see you have great placement.
 
MR: We wanted to ensure that How To Wash was available to as many households as possible and convenient to purchase so we targeted retailers with national distribution who could help us serve the largest number of consumers. Our retail partners are aligned with our mission, and we are extremely grateful to them for their support of this important brand.
 
Happi: Any exciting future plans for the company?
 
MR: As part of the next phase in our launch, we are expanding our product mix to include new items that feature innovative, beneficial ingredients for antibacterial support and protection, as well as overall hand and body personal hygiene.