Why I Posted About "Fake Clean Brands" — And What I’m Really Trying to Say

You’ve probably seen the post by now — the one where I called out “clean” brands that claim to be non-toxic but still use harmful chemicals, or that are just plain greenwashed brands altogether. If you’ve read it, you might have thought I was calling out specific brands just for the sake of it, or maybe you thought I was trying to shame companies. But that’s not the case. What I’m really trying to do is give you the BEST, truly non-toxic, high-performing products on the market.

We’ve reached a point where every other label says “natural,” “eco,” or “non-toxic.” But what do those words even mean anymore? The truth is, there’s no governing body truly regulating these front of package claims, and you throw influencers and affiliate marketers in the mix and woof- these fake clean brands are just flying off the shelves. That’s how ingredients like fragrance, sodium benzoate, phenoxyethanol, and polyacrylic acid sodium salt are still slipping into “clean” products. These aren’t harmless — many are linked to hormone disruption, inflammation, or worse.

That’s why I’ve spent years testing, vetting, and curating products that truly meet the highest standards. I’m here to share what works, what’s safe, and what’s effective — not to push any particular brand. I’m not out to partner with every company out there, but rather to select the ones whose products meet my rigorous standards. Some of these brands only have a few standout items, while others have a full lineup of non-toxic, high-performing products. You’ll notice in my store, I don’t always carry a full line, I cherry pick products- and that’s intentional.

When you’re shopping with me, I want you to get the best in every category. This is also why I recommend mixing and matching brands/products — especially skincare. There isn’t a one-size-fits-all solution in this space, and I want to give you the freedom to find what works best for your unique needs.

The Importance of Product Transparency

What you won’t find in these products are ingredients like sodium benzoate, phenoxyethanol, or undisclosed fragrances — common culprits hiding in many so-called “clean” products. These chemicals can lead to inflammation, hormone disruption, and even DNA damage. Sodium benzoate, in particular, has been shown to increase the risk of allergies, asthma, and can even convert to benzene, a carcinogen. That’s why I refuse to carry any products that include them.

I’m not trying to scare anyone, but as someone who has spent years studying toxins and ingredients, I want you to have the facts. The brands I carry in my store are truly committed to transparency, which is why you can trust everything we offer.

Focus on Swapping One Area of Your Life at a Time

Changing your life to be less toxic doesn’t have to be overwhelming. Start with one area of your life and focus on swapping out products in that category — personal care, cleaning, laundry, home/lifestyle, or diet. Once you feel good about your progress, you can tackle another area.

Stay tuned for guides coming soon on how to detoxify your home, and be the first to know when they are released by subscribing to our newsletter!

Shop Our Store

I’ve personally vetted and tested these products to ensure they are non-toxic, high-performing, and safe for you and your family. Here are a few of our favorites:

• Berkley Green Unscented Dish Soap – Gentle yet powerful, this is a must-have for those who want effective dishwashing without the toxic chemicals.
  
  

• Aunt Fannie’s Surface Wipes – Perfect for cleaning toys or high chairs with confidence. These wipes clean without harsh chemicals or fragrances.
  
  

• Toups & Co - Original Tallow Balm- One of our top sellers- the BEST moisturizer for everyday use.
  
  

• Toups & Co Baby Wash – Ideal for sensitive skin, this gentle wash is perfect for your little ones and free from harmful chemicals.
  
  

• Sweet Bee Magic All-In-One Balm – A true multi-tasker! This balm is great for dry patches, diaper rash, and eczema.
  
  

• Root & Splendor Laundry Detergent – Truly non-toxic and highly effective. Available in unscented and Hush blends, these detergents clean clothes without sacrificing safety.
  
  

• Shoosha Eczema Balm – A soothing balm designed for sensitive, dry skin, especially for babies and children.