{"id":16523,"date":"2023-10-06T03:50:28","date_gmt":"2023-10-06T03:50:28","guid":{"rendered":"https:\/\/mysourcefunding.com\/leadership\/inside-branch-basics-mission-to-create-sustainable-non-toxic-and-fragrance-free-home-cleaners-for-everyone\/"},"modified":"2023-10-06T03:50:30","modified_gmt":"2023-10-06T03:50:30","slug":"inside-branch-basics-mission-to-create-sustainable-non-toxic-and-fragrance-free-home-cleaners-for-everyone","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=16523","title":{"rendered":"Inside Branch Basics\u2019 Mission To Create Sustainable, Non-Toxic, And Fragrance-Free Home Cleaners For Everyone"},"content":{"rendered":"
\n

One of the effects of my multitude of disabilities is respiratory sensitivity. Without divulging any specifics, suffice it to say my breathing is heavily influenced by certain chemicals found in solutions like household cleaners, air fresheners, and the like. The smoke from wildfires, most recently from those in Northern California and into Oregon, drifted southward to the Bay Area in the last couple weeks. In the few days when the air quality was truly terrible, I certainly felt the particulate matter trying to get into my lungs. It was pretty awful.<\/p>\n

To be sure, I\u2019m firmly entrenched in the \u201csensitive groups\u201d camp.<\/p>\n

For Allison Evans and Branch Basics, building non-toxic cleaning products is a nod to people such as myself. On its website, the company explains its product as a concentrate that, when mixed with water, creates plant- and mineral-based cleaning solutions that are safe to humans, biodegradable, and most importantly in an accessibility context, free of fragrance. Branch Basics operates on the direct-to-consumer model, whereby interested customers can either opt for a one-time order or sign up for a recurring subscription. A starter kit costs $75, and Branch Basics offers miniaturized versions for traveling, accessories such as bottles, soap dispensers, dryer balls, and many more items.<\/p>\n

\u201cWe never set out to sell soap,\u201d Evans said to me in describing her company\u2019s raison d\u2019\u00eatre<\/em> earlier this week in an interview conducted over email. \u201cOur mission is to help people heal by sharing information that will transform their lives. We are experiencing exponential growth and have an amazingly dedicated customer base. We are so thankful to be leading the clean home industry forward while building an incredibly loyal and engaged community as a result.\u201d<\/p>\n

Evans, who lives in Texas with her husband and three daughters, co-founded Branch Basics with her aunt, Marilee Nelson, and best friend Kelly Love. For Evans, her impetus for starting Branch Basics comes from a place of disability. In her junior year of college, Evans experienced what she described as a \u201chealth crisis\u201d which caused her chronic pain and impaired her motor skills; as a result, she traversed the country in search of specialists who could provide her with relief. A breakthrough would eventually come when Evans resolved to remove toxic chemicals from her home\u2014pesticides, synthetic fragrances, and more\u2014as well as changing her diet so as to only eat wholesome foods.<\/p>\n

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These changes, Evans said, caused her symptoms to disappear. \u201cThis experience inspired me to start Branch Basics,\u201d she said.<\/p>\n

Evans was emphatic in telling me her company\u2019s products are for everyone. The research and development phases included what she said were \u201cover 100 iterations and 18 months to develop a formula that met our high ingredient standards.\u201d Evans explained Branch Basics was truly born from her experiences, as well as those of her co-founders in Nelson and Love. The three women, Evans said, discovered through their experiences what is now supported by science: the removal of harmful chemicals from the home, whether in food or other goods, can have a profound effect on a person\u2019s health. Evans distilled Branch Basics\u2019 mission as helping people \u201ctoss the toxins and live healthier lives.\u201d<\/p>\n

\u201cWe believe it\u2019s essential to recognize that certain elements of traditional cleaning products, like synthetic fragrances, can have immediate and long-term health effects,\u201d Evans said of Branch Basics\u2019 ethos. \u201cIn a world where fragrance has become akin to the new secondhand smoke, we want consumers to know the power and health benefits of truly living fragrance-free. By creating a home free of these harmful fragrances, we can keep ourselves and our loved ones healthy through the winter!”<\/p>\n

According to Evans, Branch Basics differentiates itself from its competitors in the marketplace in a slew of ways. She said the company has positioned itself to have what she termed an \u201ceducation-first\u201d business model, by which they offer \u201cplethora of online resources designed to help people improve their health through intentional lifestyle changes and clean product recommendations.\u201d Moreover, Evans told me Branch Basics invests much time to educating people on topics that seemingly have no correlation to cleaning products but which are eminently relevant. Topics include non-toxic mattresses, home renovation, safer pest extermination options, and much more.<\/p>\n

\u201cWe\u2019ve been able to build an incredibly loyal and engaged community as a result [of the educational initiatives],\u201d Evans said.<\/p>\n

Other differentiators for Branch Basics, Evans said, include the company\u2019s focus on fragrance-free products, as well as a special video course they produced called \u201cToss the Toxins.\u201d The course provides step-by-step instructions on how to create a healthier home. Evans, Nelson, and Love all teach viewers best practices on reading labels, the storage of toxic materials, and many more subjects. Of the video, Evans told me the team hasn\u2019t found similar videos anywhere else on the market, adding that \u201cit was an investment into making people\u2019s lives better and we were absolutely blown away at the response from our community.\u201d<\/p>\n

\u201cPeople can\u2019t seem to get enough of [the video],\u201d she said.<\/p>\n

Branch Basics\u2019 pertinence to accessibility (and assistive technology) is easy to suss with deeper exploration. For one thing, the medical conditions that myself and Evans cope with, for instance, indeed are disabilities; chronic pain and respiratory sensitivity both are things that are disabling to many people and must be constantly managed. Likewise, technologically speaking, the fact Branch Basics ships its products directly to doorsteps is an assistive technology unto itself because it removes logistical and\/or medical barriers with going out to a brick-and-mortar retail store, which may be infeasible or downright impossible.<\/p>\n

Evans said Branch Basics successes can be attributed in large part to \u201cselling directly to consumers and building community relations.\u201d<\/p>\n

\u201cWe identified early on that there were enough direct-to-consumer opportunities to build an identity and distinctive strategy to engage consumers directly,\u201d she said of the company\u2019s business strategies. \u201cWe market our multi-purpose, toxin-free cleaning products via a sustainable concentrate model to make cleaning simple yet effective. The products can be bought through a one-time purchase or by subscription where customers can save on every refill delivered to their door.\u201d<\/p>\n

Evans added social media plays a sizable role in reaching customers. Evans and her co-founders are active on networks such as Instagram and TikTok, as well as in the video course discussed earlier. All told, the activity has led Branch Basics to see what Evans described as \u201cexponential growth\u201d\u2014550% growth in three years\u2014without taking the brand offline, into the physical world via partnerships and the like.<\/p>\n

“Our ability to build a distinctive identity and grow a community of loyal customers around our products without veering from our digital native roots sets us apart in a highly competitive market and technology has been a critical part of our growth and transformation,\u201d Evans said. \u201c[This enables] us to connect with so many people in minutes.\u201d<\/p>\n

She added: \u201cWe are constantly helping people from all socioeconomic backgrounds create a healthy home through our free education. We respond to every direct message and email, even if it has nothing to do with our cleaning products.\u201d<\/p>\n

As to the reception towards Branch Basics, Evans called feedback “astoundingly positive.\u201d The company has a \u201cincredibly dedicated and engaged community of customers\u201d that includes an ever-burgeoning Slack group that Evans described as people \u201cpassionate about their health and eager to learn more about how to remove toxins from their life.\u201d Elsewhere, Evans told me the team \u201ccontinuously receives\u201d feedback from users, who praise the company for going above and beyond expectations and how appreciated the team is. Evans and her co-founders spend a lot of time on Instagram sharing their stories, which Evans said helps customers feel connected to the brand\u2014a connection that, in turn, inspires the team to push further along on their work.<\/p>\n

\u201cThe success of our unique business model and intimate consumer relationships has led us to launch more products tailored directly to our community with a new fragrance free product coming later this year,\u201d Evans said. “We\u2019re so excited to launch this new product that was created to address specific industry and customer needs and can\u2019t wait to see it out in the world and in homes nationwide.\u201d<\/p>\n

Looking towards the future, Evans expressed excitement for an announcement slated for next month around product expansion. She also noted the Branch Basics team genuinely hopes other companies will see what they\u2019re doing and feel motivation to \u201crise to the challenge of creating safer formulas that present zero<\/em> harm to our people.\u201d<\/p>\n

\u201cWe want people to know that our bodies are designed to heal,\u201d Evans said. \u201cWhen we\u2019re in a state of sickness [or] disease [or] chronic illness, it\u2019s often due to our diet and environment. In fact, studies point to the impact that our lifestyle\u2014versus genetics\u2014has on our health. This is good<\/em> news, as we as consumers have so much power over our own health. By removing toxic products from our homes and chemicals from our diets, we can experience life changing shifts in our lives.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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