The first brand to introduce aluminum and paper-based packaging in the cleaning aisle at Whole Foods Market, Clean Cult is scaling eco-conscious innovation where it matters most: in everyday routines.
Clean Cult, the world's first company to package cleaning products in paper-based cartons, today announced its July launch across four Whole Foods Market regions, bringing refillable, low-waste home care to one of the most trusted names in retail.
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This partnership signals the next chapter in both companies' commitment to sustainable packaging solutions -introducing paper-based refill cartons and aluminum bottles into the home cleaning aisle.
Whole Foods Market has long set the standard for eco-conscious retail, from becoming the first national grocer to ban plastic checkout bags in 2008 to eliminating plastic straws in 2019. Clean Cult's launch builds on that legacy, offering shoppers convenient, certified alternatives to traditional plastic-packaged cleaners. As one of the first brands to introduce aluminum bottles and paper-based cleaning cartons in these categories at Whole Foods Market, Clean Cult's arrival represents a significant retail milestone and a shift in how sustainability shows up in everyday grocery aisles.
“We built Clean Cult to prove that responsible design and high performance can go hand in hand,” said Ryan Lupberger, CEO and Co-Founder of Clean Cult. “Teaming up with Whole Foods Market helps bring that mission to more homes and makes plastic reduction an everyday habit without sacrifice.”
To meet Whole Foods Market's high ingredient and performance standards, Clean Cult underwent a rigorous vetting process that included transparency, efficacy testing, and biodegradability requirements. Now Green Seal Certified, Clean Cult delivers proven sustainability and high-performance cleaning backed by testing, not just claims.
“Our customers care deeply about what's in their products and what's not,” said Ruby Rios, Senior Category Merchant at Whole Foods Market. “I'm especially excited to launch Clean Cult because it brings something new to the household essentials aisle-convenient, low-waste design paired with clean, effective formulas. It's the kind of packaging innovation and ingredient integrity we're proud to put on our shelves.”
The initial rollout spans four strategically selected Whole Foods Market regions-Northeast, Rocky Mountain, South Pacific, and Northern California-markets known for eco-conscious shoppers and progressive retail leadership. Shoppers across these regions
can now find Clean Cult's best-selling products on shelves at select stores, including Fresh Linen and Lavender Laundry Sheets; Juniper Sandalwood and Lavender Liquid Laundry Detergent Cartons; Fresh Rain and Lemon Zest Dish Soaps in both ready-to-use aluminum bottles and paper-based refill cartons. Together, Clean Cult and Whole Foods Market are not just stocking products, but they're shaping a new standard for sustainable living at scale.
Clean Cult was founded to challenge the status quo of the cleaning industry: toxic ingredients and single-use plastics. With a full line of refillable and beautifully designed products, the brand is proving that sustainability and performance don't have to be trade-offs. This Whole Foods Market launch, building on Clean Cult's national expansions in Costco and Target earlier this year, marks another milestone in the brand's retail momentum and reinforces its position as a category leader in low-waste home care.
For more information, visit www.cleancult.com or visit your local Whole Foods Market in select regions.
About Clean CultLaunched in 2019, Clean Cult is tackling the cleaning industry's biggest mess – plastic waste. As the first brand to package soaps and detergents in patented, 100% recyclable paper-based cartons, Clean Cult has reimagined home cleaning with an easy-to-use refill system that reduces single-use plastic waste by 90%. Expanding its commitment to sustainability, Clean Cult introduced the first ready-to-use aluminum bottles for dish soap and all-purpose cleaner in mass retail, providing a durable, refillable alternative to traditional plastic packaging. Featuring essential oils and biodegradable ingredients, the brand makes zero waste cleaning easy, effective and accessible.
Certified Plastic Neutral by rePurpose Global and a proud partner of the U.S. Plastic Pact and How2Recycle, Clean Cult has earned industry recognition for both sustainability and product excellence. The brand was named an Inc. Best in Business honoree for sustainability, won a Good Housekeeping Best Cleaning & Organizing Award for its laundry detergent refill, and received Better Homes & Gardens' 2024 Clean House Award for its All-Purpose Cleaner, amongst many others.
With over 70,000 points of distribution, Clean Cult is available online and at Costco, Wegman's, Harris Teeter, Albertsons, Kroger, Amazon and more. Discover more about Clean Cult at www.cleancult.com. Some cults are toxic. Not us. Follow us @CleanCult.
Media Contact: CleanCult@haymaker.co
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