As people looked for ways to stay calm and self-soothe during the pandemic, a new love for cleaning emerged. But while ‘CleanTok’ videos may be going viral, it’s green cleaning that’s really got people talking. But what do they expect from brands and products in this growing household segment?

As sustainability becomes an increasingly important factor in decision-making for many shoppers, more brands are leaning into buzzwords like ‘green’ and ‘compostable’. But the definitions of these terms remain cloudy, meaning many people are falling prey to greenwashing.

In the wake of COVID-19, people are making fewer shoppings trips and focusing more on hygiene. Splosh, a UK-based subscription service, simplifies things by offering effective, eco-minded, zero-waste household and personal cleaning products delivered through the letterbox.

With people being just as deliberate about what they’re putting on their bodies as in them, they’re taking a closer look at what is – and isn’t – in their favourite skincare and make-up products. In a bid to rid their bathroom shelves of unsavoury ingredients, they’re prioritising brands that are clean, green, and eco-keen.