Household Care Venture Capital 

The global household care market is anticipated to be worth $40 billion by 2025. But there’s increasing evidence of negative bioaccumulation in our air, water, and food chain caused by chemicals found in household products.

A 2018 L.A.-based study into synthetic VOC pollution showed that as many pollutants are coming from industrial and household cleaning products as vehicle exhaust pipes.

We demand a clean house that doesn’t risk poisoning people and the environment. We’d also prefer not to waste time on dubious ‘innovations’ and needless complexity. Do we need so many highly toxic products?

Is there such a thing as being too clean? Can excess hygiene damage your health? New science suggests there are good reasons to avoid excess cleaniness due to the risks of indoor pollution.

Here’s a non-definitive list of new thinking we like for household care:


Efficacy has been a problem for green household products in the past. Let’s be honest, a lack of efficacy simply isn't an option. We’re looking to invest in eco-friendly household products that kick the incumbents into touch.

If you’re going beyond lemon juice, baking soda and vinegar, and developing high performance eco-friendly alternatives we’re ready and keen to amplify your impact in any way we can.


We all know there’s an urgent need to replace single use plastics and non recyclable packaging such as polystyrene. But we can also do better than cotton and lumber based paper products. Crops like hemp have a lower environmental load that cotton, flax or timber, and can even enrich the soil in which they’re planted.

If your brand is minimising greenhouse emissions, conserving water, choosing renewable energy, sourcing sustainable alternatives across your supply chain and feeding that all into your products you have our full attention.

Minimising Waste

These days all packing should be recycled, recyclable and biodegradable, but we’re not demanding perfection. We’re into anything that helps prevent waste finding its way to furnaces, landfill, or the oceans.

Innovation is happening and we’re here to facilitate more at an accelerated pace: Bee’s wax and organic cotton instead of plastic wrap? Hell yeah. Paper straws and Q-tips? 100% Yes. Refills with simpler packaging? Yep, even the humble refill pack makes a difference.

If your brand is actively minimising waste and implementing highly sustainable packaging alternatives we need to talk.