We don't love bragging. It's not really our style — "humble" is right there in the name. But every once in a while, the facts do the bragging for you. So here's the honest version of why so many households have quietly, stubbornly, refused to clean with anything but non-toxic, plant-based cleaning products once they've tried them.
It started because non-toxic cleaning products didn't really exist yet
Humble Suds wasn't dreamed up in a boardroom. It started in 2018 with two moms, Holli and Jennifer, who, after becoming parents, started paying closer attention to what they were bringing into their homes — ditching plastic, rethinking sunscreens, cleaning up their diets. When they went looking for a cleaning product that was actually clean, they came up empty. So they started making their own. And somewhere in that process, wishing there was a trustworthy product they could just buy instead, they decided to build it themselves. That's the whole origin story (more on it here): two people who wanted something to exist, and it didn't, so they made it.
The mission: plant-based ingredients that actually clean
It was never just "sell cleaning products." It was to clean up the cleaning aisle itself — an aisle that, if you've ever tried to read an ingredient label on a bottle of all-purpose spray, can feel deliberately confusing. Humble Suds' formulas are built from familiar, pure, plant-based and earth-derived ingredients, using real essential oils for scent and cleaning power, and made to be safe for people, pets, and the planet. The bet was that "safe" and "actually works" didn't have to be a trade-off. That bet is the reason people come back.
What "plant-based" actually means in our formulas
It's not a vague label — it's a literal ingredient list you could pronounce. The All-Purpose Cleaner Concentrate and Laundry Soap are built on organic castile soap made from olive, coconut, and jojoba oils; vegetable glycerin as a natural preservative; and a natural grain alcohol distilled from non-GMO corn at a local Colorado distillery, rated "A" by the Environmental Working Group. Where other brands reach for chlorine bleach, Humble Suds uses sodium percarbonate — it releases oxygen to lift stains and brighten whites without the fumes. And where other brands reach for synthetic fragrance, every scent comes from pure-grade essential oils, used at pet-considerate dilutions. That's the whole formula philosophy: nothing in the bottle you couldn't explain in one sentence.
Made by hand, in the mountains
Every batch is hand-mixed in Evergreen, Colorado — the small mountain town Humble Suds has called home since it started in 2018. It's not a factory line overseas; it's a woman-owned, small-batch operation where the people naming the ingredients on the label are the same people measuring them into the bottle. That's part of why the formulas haven't drifted over the years — the same two founders who couldn't find a clean product they trusted are still the ones deciding what goes in.
Customers don't just try it once — they reorder for years
That kind of loyalty doesn't happen because of clever marketing. It happens because a non-toxic product does its job, every single time, and people stop thinking about it — they just reorder.
1,570+ reviews, 95% five stars
As of July 2026, Humble Suds has more than 1,570 customer reviews, and 95% of them are rated five stars. Not "mostly positive." Not "pretty good for a natural brand." Five stars, from real customers, on real orders — the kind of ordinary, repeated satisfaction that's much harder to fake than a single glowing testimonial. You can browse them yourself on the reviews page.
Independently tested, not just customer-approved
Humble Suds products have been independently tested and recommended by outlets that don't have any reason to be nice about a brand that doesn't perform: New York Magazine's The Strategist, Forbes, Martha Stewart, USA Today (Reviewed), Apartment Therapy, Domino, The Daily Beast, and HuffPost, among others (see the full press list). The Strategist put it plainly: the Humble Suds multipurpose spray "is just as adept at cutting grease and removing crust as any other leading multipurpose spray with harsher ingredients."
That's the whole pitch, really. Not harsh, and it still works.
What we will not put in a bottle
Every Humble Suds formula is made without sulfates, phthalates, parabens, or harsh surfactants — and without the synthetic fragrances that leave lingering VOCs and residue behind. That's not an accident; it's the starting filter every ingredient has to pass before it's allowed in a formula. It matters because indoor air can run noticeably more polluted than outdoor air once typical household chemicals are added to the mix — one more reason to know exactly what's in the bottle before it goes on your counters and in your laundry.
Humble Suds is based in Evergreen, Colorado, and still run with the same mindset it started with: humble ingredients, bold cleaning power, and a refusal to make people choose between a clean house and a clean conscience. Ready to see for yourself? Shop the full lineup.
Frequently asked questions
Is Humble Suds really non-toxic?
Yes — every formula is built from familiar, pure, plant-based and earth-derived ingredients, using real essential oils instead of synthetic fragrance, and made to be safe for people, pets, and the planet.
Are Humble Suds cleaning products safe for pets and kids?
Safety for the whole household — including pets and kids — was the starting point for every formula, not an afterthought. Browse the non-toxic cleaning products collection or see the ingredient glossary for what's in (and kept out of) each product.
How is Humble Suds different from other natural cleaning brands?
It was created by two moms who couldn't find a truly clean product and built one themselves — and the results are independently verified, not just self-reported: see how it compares to DIY laundry soap and how it's held up in outside press coverage.
Curious what's actually in the bottle? Start with Our Story or the full ingredient glossary.
