ECO-FRIENDLY: GREENER CLEANER
August/September 2025
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Essentials for every home Housewares Magazine earnsmor about how Greener Cleaner s combining r cycled
HousewaresMagazine l learns more about how Greener Cleaner i is combining recycled materials, thoughtful design and high performance to make eco-friendly cleaning practical, effective and accessible for every home.
environmental initiatives such as 1% for the Planet, aimed at protecting oceans, rivers and waterways. This commitment is reinforced with reassurance to environmentally and health-conscious consumers alike.
Clean conscience, cleaner home S
ince its launch in 2007, Greener Cleaner has grown into a trusted name in environmentally responsible cleaning products, supplying retailers across the UK and beyond. Laurence Smith,
Director at Vitality House, explains that the range combines high- quality performance with genuine eco-credentials, making it suitable for a wide variety of sales channels, from grocery and housewares stores to garden centres and department stores. “All our Brush and Kitchen products are made from 100% recycled plastic,” he says, “while grease and bacteria without chemicals.” The brand’s international footprint is expanding, with established distribution partners in the USA and Canada, and a strong presence in the UK through retailers such as Lakeland, Ocado, Blue Diamond, Long Acre, Home Hardware, and Co-op stores. Greener Cleaner’s current offering spans traditional and specialist cleaning tools, including Pot & Pan Brushes, Dish Brushes, Window Wipers, Dustpans and Brushes, Telescopic Brooms, Bottle Brushes, Between-the-Gaps Brushes, and dual-ended brushes. Around-the-sink products such as Dish Racks and Drying Mats complement The breadth of the range ensures that customers can clean their entire home sustainably. With growing consumer awareness around greenwashing, Smith meet Global Recycle Standards and we partner with factories that uphold these high standards,” he says. Packaging is also carefully considered: to minimise waste while clearly communicating product information to consumers.” Transparency extends beyond materials to demonstrate credibility and earn trust. Greener Cleaner openly explains that its products are made from 100% recycled plastic and highlights partnerships with
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Performance remains a priority. Greener Cleaner ensures that its eco-friendly products match or exceed the capabilities of non-eco alternatives, incorporating thoughtful design features such as feathered bristles, cleaning teeth, soft rubber bumpers, and clip-together Dustpan from others in the market,” Smith explains. For retailers evaluating sustainability claims, Smith advises focusing on origin, compliance with Global Recycle Standards, and additional starting point,” he says, noting that retailers should also consider broader support a product offers to environmental causes. Greener Cleaner media and other marketing channels, sharing details of partnerships with Surfers Against Sewage and 1% for the Planet. Looking ahead, Smith sees 2025 and beyond as a time when
environmental responsibility will become an expectation rather than a differentiator. Greener Cleaner is preparing by continuing to innovate and expand its range, both within and beyond cleaning. The recent launch of demonstrates this approach: each set repurposes 45 x 550ml recycled bottles, meeting both consumer demand and environmental goals. never have to compromise on performance while making sustainable choices,” he says. By combining recycled materials, thoughtful design, and transparent environmental initiatives, Greener Cleaner aims to make eco-conscious cleaning a practical, accessible option for every home.
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