How Branch Basics Built a $50 Million Cleaning Empire On Trust, Not Hype

Branch Basics, a women-founded cleaning brand, has demonstrated impressive growth, surpassing $50 million in revenue in 2025 with projections of over 25% year-over-year growth for 2026 and a trajectory towards nine figures by 2028. The brand, founded in 2011 by Allison Evans, Kelly Love, and Marilee Nelson, emphasizes trust and customer loyalty as key components of its business strategy. Notably, a significant one in three customers is referred by friends or family, reflecting a strong reliance on word-of-mouth marketing rather than paid advertisements.

Branch Basics is known for its multi-use cleaning product, the Concentrate, which replaces multiple conventional cleaners while promoting a healthier home environment by reducing exposure to harmful chemicals. The company has successfully sold over 2.5 million bottles of this product, indicating robust demand. Additionally, subscriber growth has seen an increase of more than 30% year-over-year, suggesting a solid customer base willing to commit long-term.

The company's performance on retail platforms has also been striking, with year-over-year Amazon sales increasing by 1,200%, positioning Branch Basics as a top 10 all-purpose cleaner. At Target, it has established itself as the leading natural surface cleaner brand across various subcategories, leading the retailer to expand their partnership nationwide starting this April.

This growth pattern signals a healthy system, with the brand effectively tapping into consumer desire for safer, environmentally friendly cleaning solutions. Branch Basics’ focus on trust and genuine customer engagement has set it apart in a competitive market often dominated by flashy advertising.

Looking ahead, the continued expansion into national retail partnerships and sustained subscriber growth will be key areas to monitor as Branch Basics seeks to maintain this momentum and realize its long-term revenue goals.