NEW YORK – Clean Cult, the first company to package cleaning products in paper-based cartons, today announced the launch of its new castile soap, bringing a versatile product from a historically niche category to everyday consumers. Designed for use across the home and body, Clean Cult's castile soap offers over 20 uses in one concentrated plant-based formula, from washing dishes and laundry to cleansing your face, washing your body, and scrubbing the grime off your dog. The product will be available in 32 oz cartons and is launching in four different varieties: Juniper Sandalwood, Fresh Peppermint, Wild Lavender, and Unscented.
Castile soap has been valued for generations for its simple ingredients and versatility, but the product can be difficult for new consumers to navigate. The highly concentrated formula needs to be diluted differently depending on how it's being used, which can leave consumers unsure about where to start or how castile soap fits into their everyday routines. This complexity combined with premium price points has made the category feel intimidating to new customers.
Clean Cult is working to remove those barriers by making castile soap easier to understand and use. Priced at $14.99, nearly 10% less than category leaders, the product includes clear guidance on how to dilute and use the soap, while its formula of coconut oil, olive oil, vitamin E, and aloe vera makes it a versatile, all-in-one option for everyday cleaning routines.
Like Clean Cult's other products, the castile soap comes in the company's signature paper-based carton, helping reduce reliance on plastic while using less material and weighing less to transport. However, the product features a refreshed look with packaging that is eye-catching and also designed to take the guesswork out of castile soap. The carton features clear messaging that shows consumers how to use the soap, effectively turning the packaging itself into a guide. Its bright colors, bold graphics, and playful nod to the 1970s design bring a sense of fun to the category. The design breaks away from the more utilitarian packaging traditionally associated with the soap, bringing a retro look with more color, personality, and joy to the category.
"Castile soap has been around for generations, but it hasn't felt approachable," said Ryan Lupberger, CEO and co-founder of Clean Cult. "We wanted to change that by creating a multi-purpose product that's easier to understand, more affordable, and more enjoyable to use. For Clean Cult, this launch also marks a big step beyond our core products as we expand into new categories, reach more consumers and retailers, and continue our mission to make sustainable cleaning choices easy for everyone."
The product is now available on Amazon and at Sprouts, with plans to expand into thousands of additional retail doors in 2027.
The launch also comes as Clean Cult reached major financial milestones, including hitting profitability in the first quarter of 2026, securing an equity investment and venture debt from Connecticut Innovation Partners as well as existing investors, and an expansion of the company's asset-based lending with J.Palmer Collective. The additional capital will support continued product development and retail expansion as Clean Cult grows its portfolio.
