Clean Cult Launches Castile Soap with a Mission to Bring the Cult Favorite Staple Mainstream

The launch marks a major category expansion for the growing cleaning brand, bringing four 32 oz soaps, a $14.99 price point, and playful packaging to a category historically dominated by a small number of legacy players.

NEW YORK, Oct. 22, 2026 /PRNewswire/ -- Clean Cult, the first company to package cleaning products in paper-based cartons, today announced the launch of its new castile soap, bringing a versatile product from a historically niche category to everyday consumers. Designed for use across the home and body, Clean Cult's castile soap offers over 20 uses in one concentrated plant-based formula, from washing dishes and laundry to cleansing your face, washing your body, and scrubbing the grime off your dog. The product will be available in 32 oz cartons and is launching in four different varieties: Juniper Sandalwood, Fresh Peppermint, Wild Lavender, and Unscented.

Castile soap has been valued for generations for its simple ingredients and versatility, but the product can be difficult for new consumers to navigate. The highly concentrated formula needs to be diluted differently depending on how it's being used, which can leave consumers unsure about where to start or how castile soap fits into their everyday routines. This complexity combined with premium price points has made the category feel intimidating to new customers.

Clean Cult is working to remove those barriers by making castile soap easier to understand and use. Priced at $14.99, nearly 10% less than category leaders, the product includes clear guidance on how to dilute and use the soap, while its formula of coconut oil, olive oil, vitamin E, and aloe vera makes it a versatile, all-in-one option for everyday cleaning routines.

Like Clean Cult's other products, the castile soap comes in the company's signature paper-based carton, helping reduce reliance on plastic while using less material and weighing less to transport. However, the product features a refreshed look with packaging that is eye-catching and also designed to take the guesswork out of castile soap. The carton features clear messaging that shows consumers how to use the soap, effectively turning the packaging itself into a guide. Its bright colors, bold graphics, and playful nod to the 1970s design bring a sense of fun to the category. The design breaks away from the more utilitarian packaging traditionally associated with the soap, bringing a retro look with more color, personality, and joy to the category.

"Castile soap has been around for generations, but it hasn't felt approachable," said Ryan Lupberger, CEO and co-founder of Clean Cult. "We wanted to change that by creating a multi-purpose product that's easier to understand, more affordable, and more enjoyable to use. For Clean Cult, this launch also marks a big step beyond our core products as we expand into new categories, reach more consumers and retailers, and continue our mission to make sustainable cleaning choices easy for everyone."

The product is now available on Amazon and at Sprouts, with plans to expand into thousands of additional retail doors in 2027.

The launch also comes as Clean Cult reached major financial milestones, including hitting profitability in the first quarter of 2026, securing an equity investment and venture debt from Connecticut Innovation Partners as well as existing investors, and an expansion of the company's asset-based lending with J.Palmer Collective. The additional capital will support continued product development and retail expansion as Clean Cult grows its portfolio.

About Clean Cult
Launched in 2019, Clean Cult is tackling the cleaning industry's biggest mess - plastic waste. As the first brand to package soaps and detergents in patented, 100% recyclable paper-based cartons, Clean Cult has reimagined home cleaning with an easy-to-use refill system that reduces single-use plastic waste by 90%. Expanding its commitment to sustainability, Clean Cult introduced the first ready-to-use aluminum bottles for dish soap and all-purpose cleaner in mass retail, providing a durable, refillable alternative to traditional plastic packaging. Featuring essential oils and biodegradable ingredients, the brand makes zero waste cleaning easy, effective and accessible.

Certified Plastic Neutral by rePurpose Global and a proud partner of the U.S. Plastic Pact and How2Recycle, Clean Cult has earned industry recognition for both sustainability and product excellence. The brand was named The New York Times' Wirecutter best dish soap, Good Housekeeping's best laundry detergent sheets, and CNN Underscored's best eco-friendly cleaner, and received two HGTV Editors' Clean Home Awards in 2026 for its Toilet Bowl Cleaner Sheets and refillable All-Purpose Cleaner, amongst many others.

With over 70,000 points of distribution, Clean Cult is available online and at Target, Costco, Wegmans, Harris Teeter, Albertsons, Kroger, Amazon and more. Discover more about Clean Cult at www.cleancult.com. Some cults are toxic. Not us. Follow us @Cleancult.

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SOURCE Clean Cult