Born from a need for better

The idea for elmkind began a few years ago when founders Emma and Alex were running their eco-friendly cleaning company in Devon, CleanEco. While regularly ordering plant-based cleaning products for their team, they quickly noticed a frustrating pattern.

Even the most “eco-friendly” options came wrapped in plastic including bulk refills. And that just didn’t sit right.

If it’s good for the planet, why is the packaging not?

The more they looked into it, the more they uncovered — not just excess waste, but hidden toxic chemicals too. Synthetic ingredients like phthalates and endocrine disruptors, some with strong links to serious health issues, were hiding behind vague labels like "fragrance."

Emma and Alex knew they couldn’t ignore this any longer. So, if they couldn’t find a truly natural, sustainable solution they’d make one.

A Kind Cleaning Revolution

They began formulating their own plant-powered cleaning products using:

✨ Only organic essential oils for their scents
♻️ Reusable aluminium bottles instead of plastic
🌿 The purest natural ingredients available

All hand-blended with intention to work brilliantly, smell beautiful, and be genuinely kind to people and the planet.

From CleanEco to elmkind

At first, the products were only made for their cleaning team. But the scents, sleek refillable bottles, and powerful results quickly caught attention. People wanted to try them. Word spread.

And so, elmkind was born.

A brand grounded in kindness:

🌱 Kind to the environment
🏡 Kind to your home
💛 Kind to the people using them

What We Stand For

We believe in radical transparency, every ingredient listed, always. Our formulas are 100% vegan and cruelty-free, made without palm oil, ever. We scent with organic essential oils only, keeping things gentle and natural. And we design every product to cut carbon emissions through concentrated recipes, lighter packaging, and smarter supply chains.

Our Promise

We are here to make cleaning feel better for your health, your home, and the Earth. We are proud of what we have created, and we hope you will love it as much as we do.

From all of us at elmkind, thank you for being part of the journey.