Green cleaning brands have been around for years; however, their price points aren’t always accessible to every consumer. AIEn USA, Houston, TX, is out to change that with a new line home care products called Art of Green. These “affordable and high-performing” natural multipurpose cleaners are aimed at everyday users, according to the Houston, TX-based company.
 
Art of Green is 98% naturally-derived and available in three product formats: a multipurpose cleaning spray, multipurpose wipes and a concentrated refill. Tough on dirt, grease and grime, the cleaners also check many of boxes on a consumer’s wish list; formulas are hypoallergenic and dermatologist-tested; use natural essential oils that provide a pleasant aroma; are USDA-certified Bio-based; and come in a bottle made with 100% post-consumer recycled materials.
 
The key part of the launch is the affordable and accessible price point, but according to Tanu Grewal, head of marketing for AlEn USA, the company didn’t sacrifice quality.
 
“We wanted to make sure we created a high-performance product since efficacy was a key barrier to the adoption of green,” insisted Grewal. “Our product is 98% naturally derived from plant-based sources like coconut, sugarcane and palm. Our focus was also on ensuring these products performed similar to mainstream chemical products and better than the leading green cleaner.”
 
The green category is growing, with 4.7 million consumers purchasing green products for only one year or less, and 56% of all US primary household shoppers purchasing natural and organic products in at least one category, according to a recent Kantar Retail study.
 
“We identified a white space in the green category—consumers are seeking home care products that are safe and perform, but also are affordable.  Art of Green does all of this by offering performance and value.  Art of Green is a 98% naturally derived cleaner that is looking to democratize ‘green cleaning,’” said Grewal. “The brand offers smart value for consumers who want to go green but their decision to purchase is often impacted by price and performance. Green products are often higher in price and sometimes lacking performance that their chemical counterparts offer. Art of Green fills this void by offering a comprehensive line of products that guarantee efficacy all over the house while being naturally derived and safe, and at price point that doesn’t intimidate the consumer.”
 
AIEn USA—maker of Pinol laundry detergent, Cloralen bleach, Ensueno fabric softener and Flash and Xtra-Pine cleaners—is part of Group AlEn, which has a presence in more than 25 countries selling both consumer and industrial products. The group has five manufacturing plants in Mexico (two of which manufacture Art of Green) and two recycling plants, from where the Art of Green 100% post-consumer recycled plastic bottles are sourced.
 
While Art of Green is a new endeavor for AIEn, sustainability isn’t.
 
“Art of Green is a continuation of AlEn’s tradition of creating innovative, affordable and reliable cleaning products.  Art of Green, and many of the other AUSA family of products uses natural resources, including pine oil in the most sustainable way. AUSA follows best practices when it comes to preserving the trees and forests it sources its ingredients from,” said Grewal.  “We’ve had incredible growth over the past two years at AlEn, introducing new innovations and brand extensions of AlEn’s sister brands with Cloralen Splash-free bleach and Ensueño fabric softener.
 
A key part of AlEn’s commitment to sustainable environmental practices is the company’s joint venture in southeastern Mexico with pine and palm tree plantations, noted Grewal.
 
“These plantations are long-term investments to enable AlEn to be vertically integrated in a sustainable way. Almost six million palm and pine trees have been planted saving 80,000 tons of carbon dioxide between 2011 and 2017. The plantations are developed with a focus on preserving the diversity in flora and fauna,” she said. “And while protecting the environment, AIEn USA is also able to offer employment opportunities to hundreds of people in local communities in the southeast region.”
 
AlEn introduced Art of Green at Natural Expo West in Anaheim, CA in March and received positive feedback from attendees, Grewal told Happi.
 
Currently, the range is available at HEB grocery stores in Texas and select retailers in California.