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When 1 in 3 customers finds you through a friend, you’ve built something no ad budget can buy.
Most entrepreneurs I know think about wellness in terms of sleep, protein, supplements, recovery and a great morning routine. Yet, the deeper I work in health and wellness and write about it, the more I seek to help people understand that wellness isn’t just what we put into our bodies. It’s what we bring into our homes, what we spray on our counters and what our kids, pets and families breathe in every day without ever questioning it.
This is why the growth of Branch Basics is worth paying attention to.
Branch Basics goes beyond the numerous better-for-you cleaning brands branded in pretty packaging and a clean ingredient list. The company is a case study in what happens when a company builds around trust before scale. In a marketplace dominated by paid ads, social trends and viral moments, Branch Basics is proving that something far more durable still drives long-term growth: loyalty.
The company was founded in 2011 by Allison Evans, Kelly Love and Marilee Nelson, an aunt-niece-and-best-friend trio whose personal health journeys led them to rethink the products people use inside their homes. Their mission is to help people create healthier homes by removing harmful chemicals and making safer swaps easier. The data is clear: The Environmental Protection Agency (EPA) has found that indoor air is consistently 2 to 5 times more polluted than outdoor air, with household cleaning products among the primary contributors. Synthetic fragrances, VOCs and surfactants are found in nearly every conventional cleaner on the market, and they are linked to respiratory irritation, hormone disruption and skin sensitization.
What started as a deeply personal mission has become one of the fastest-growing brands in the home category. Branch Basics is best known for its multi-use Concentrate, a single formula that replaces dozens of conventional cleaners, with more than 2.5 million bottles sold. As a customer myself, I get mine on subscription and I never have to think about it.
Growth that speaks for itself
The numbers back it up. Branch Basics hit over $50 million in revenue in 2025, with 25%-plus year-over-year growth projected for 2026 and a clear path to nine figures by 2028. Subscriber growth is up more than 30% year-over-year. Amazon growth is up 1,200% year-over-year, making it a top 10 all-purpose cleaner on the platform. At Target, Branch Basics is the No. 1 natural surface cleaner brand across subcategories since launch, prompting the retailer to expand the partnership nationwide this April, adding Laundry Detergent, Dishwasher Tablets and a new Glass Cleaner. Target sought this expansion.
While these are impressive numbers for any consumer brand, what makes this story more interesting is how Branch Basics got there.
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