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How frustrated to you have to be with an industry to create a line of your eco cleaners? For Reshma Chabria, the answer was very. When the founder of a NYC-based construction company wasn’t able to find commercial grade cleaners that were safe for her clients, she decided to create her own line of eco cleaners. With the help of chemical engineers, Reshma was able to launch her cleaning products with transparent formulas that are all natural, biodegradable, and fragrance-free. That means that every ingredient is listed.
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Transparency is not a widely used term in the cleaning industry. So, it’s no surprise that conventional (and ‘green’) cleaning products are concoctions of non-toxic and toxic chemicals. While we might think that the 1 or 2 ingredients listed on our household cleaners are safe, other ingredients in the formula may not even be listed. According the Environmental Working Group, “cleaning products are not required by federal law to carry a list of ingredients.” That means that brands can use petro-chemicals (petroleum-derived chemicals), colorants, parabens and fragrances (which can be a list of chemicals) without consumers even knowing it. Reshma’s line of eco cleaners, Mabel Clean, offers transparency without the sneaky chemicals in their formulas.
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So, how well do natural ingredients like citric acid and coconut sugar work when compared with chemicals? For one, the floor cleaner cleaned the floors without the excess of a scent, which was refreshing. The all-purpose cleaner got the job done of cleaning kitchen counters and bathroom sinks. And, without the use of questionable chemicals, I didn’t have to worry about rinsing too much. It was a welcome change from my habit of reaching for bleach ( a scent I grew up with).
To learn more about Mabel Clean and what it takes to build a clean cleaning brand, Rehsma shared her brand journey and even shared a few of her sustainable goals.
What was the idea that sparked Mabel Cleaners?
I run a boutique design & build firm in Manhattan. One day on a renovation project I got really sick with the cleaners we were using to clean up after a bathroom renovation on Gramercy Park. I started to look for green alternatives, but realized that all the cleaners were “greenwashed”. I started to build out my own product line and began testing it on site. I also began realizing that after completing a renovation, my clients were using greenwashed products to maintain their renovations. We would get calls about grout yellowing or cracking. The hidden chemicals in “green” cleaning brands were destroying $30,000 bathroom renovations.
What do you mean by truly toxic-free? Can you give an example of a common ‘non toxic’ cleaning ingredient?
Many cleaning brands due to “proprietary laws” are not legally required to disclose all of their ingredients leading to many brands making bold claims.
How do you ensure that your formulas are sustainably sourced? Biodegradable?
We work closely with small chemical companies and local farmers/communities to ensure that our products are sustainably sourced and have gone through rigorous testing to make sure our products are biodegradable and waterway safe.
When it comes to household cleaners how is the industry regulated for safe ingredients?
It’s not, which is really unfortunate. Due to proprietary laws, company’s are not required to disclose all of their chemicals. This is a major problem and combined with great marketing and loosely regulated terms like “green, organic, plant-based” any product can look to be clean and healthy.
How do you think policy makers can better regulate these types of products?
Policy makers certainly need to force manufacturers and big companies to outline every ingredient, even ingredients below 2 percent. Fragrance should not be allowed to merely just be listed on an ingredients list and every chemical/ingredient used to create that fragrance should be listed.
What has been the most rewarding part about starting Mabel?
It is an incredible feeling to take an idea and to build it out. That has been rewarding. But, most importantly knowing that I am truly delivering a clean product to peoples home. It’s quality controlled and every batch is PH checked. It makes me feel proud and in an odd way responsible for these families.
Did you always focus on cleaning with natural ingredients?
Not always. I have always been interested in clean beauty, never realizing the toxins that are hidden in cleaning products, candles, room sprays, and everyday things we use. If I wear the best and cleanest moisturizer and face products, it doesn’t matter if the day to day products I am using everyday
What next steps do you envision for Mabel in 2022… 2023?
We are focused on refill concentrates, candles, and room sprays. Eventually, I would love to get into home decor pieces and partner with small businesses.
What are your favorite products to use?
I love the Floor Cleaner. You can use it for many things like laundry, floors, and dishwasher soap!
