A NEW Born Good is here

Hello everyone!

It’s been a minute since we spoke, right? It definitely feels like it. Born Good is now two years old! We’ve successfully crawled from the “tiny tot” phase to the “toddler” phase. And every milestone deserves a retrospective pat on the back and a game-plan for the next phase. Since you’ve held our hand as we navigated these phases, we consider you our main buddies. So, here’s our update on all things new, old and in-between.

Born Good 2.0: What’s new?

1) We embraced a new look

What's the first thing you notice about a brand? It's packaging! We've all grown up hearing "Don't just a book by its cover" but in a sea of brands and options out there, how can you not?

Good packaging - at the very least - helps a brand stand out from the others, and - at the very best - helps a brand communicate what they stand for. So you can look at it and immediately know what that brand is all about.

After all, book covers need to tell you and show you enough for you to want to read it, right? :)

So a little about our new look:

- We chose to go ahead with a minimal aesthetic with our new packaging. Why? We wanted to make it easier for you to browse our information and find our name on shelves in the grocery aisle.

- Our colour palette is both grounded and fun. It boasts a brown exterior to reflect our connection with Mother Earth, along with pastel hued labels which showcase our mission to protect natural resources from chemical affluents.

- Furthermore, we also picked a new tagline —“Have a clean day!”, which resonates more clearly with our mission to help you have a chemical free yet clean home and environment.

2) We decided to "concentrate" more

We wanted to save you the cost of buying water in the name of cleaning supplies, so we removed it from our list of ingredients. We’re not joking! Born Good now has a range of concentrate cleaners which can be diluted with the help of drinking water.

What does this mean? You save on the cost of water, packaging and reduce your carbon miles which get added during transportation (smaller bottles = space for more cargo in transit = lesser trips). Our range of concentrate cleaners has Detergent, Floor Cleaner, Air Fresheners, Tap and Shower Cleaner, and Glass and Other Surface Cleaners.

P.S The concentrate bottles are made out of glass, so you can reuse them as salt-pepper shakers, candle holders or to store small items.

3) Our innovators have been extremely busy

We love tinkering in our labs, and as a result we’ve launched a slew of new products to meet your growing home-care needs, such as our Concentrate Tap & Shower Cleaner, Fabric Stain Remover, Fabric Wrinkle Remover, Concentrated Glass and Multi-surface Cleaner, and Gadget Cleaner & Disinfectant. The cherry on the cake? They’re made with BioBased ingredients (97-99% for the last three on the list) and carry USDA certification.

4) We decided to bring you more, for less!

Yes, that’s right! More product, less energy and time spent on purchasing it. We realized that shopping for home care staples such as Detergents, Floor Cleaners and Fabric Conditioners, shouldn’t be an excessively frequent affair. Hence, to allow you to stock up on them, we did away with 450ml bottles in lieu of our 1l value packs. As always, you can also opt to purchase our 5l bottles of fragrance and performance detergents.

1. Minis Kit: Perfect for your travel needs, this kit has a Gadget Cleaner with a microfiber cloth and soft bristled brush for your phone, camera and laptop along with a Fabric Wrinkle Remover.

2. Bathroom Essentials Kit: As the name implies, this kit contains all your bathroom essentials, from Toilet Bowl Cleaner, Tap & Shower Cleaner, Glass & Multi-surface Cleaner and Concentrated Air Freshener.

3. Clothes Care Kit: Your clothes deserve a bath, not a wash! To pamper them with some TLC we devised this kit with a bottle of Concentrate Liquid Detergent, Fabric Wrinkle remover, a Stain Remover, Fabric Conditioner and a bottle of our favourite Colour Protect Detergent.

4. Baby Bumper Kit: We all know that babies rule the house, so why should your shopping cart be any different? This kit is nothing less than a reliable buddy for new parents, since it has all the essentials needed to clean up after your toddler from Concentrated Laundry Detergent which won’t cause any rashes, Concentrated Floor Cleaner to keep the germs away, Dishwash Gel to clean those feeding bottles, Fabric Conditioner to keep their sheets oh so soft and the ultimate Stain Remover to keep your clothes spit-up free.

5. Concentrate Cleaners Kit: If you don’t want to pay for the extra aqua, this kit is for you. It contains all our concentrate offerings such as Air Fresheners, Glass & Multi-surface Cleaner, Tap & Shower Cleaner, Floor Cleaner and Laundry Detergent.

6. All Purpose Kit: If you’re a neat freak like Monica Geller, then you will absolutely love this kit. It’s a go-to for all your cleaning requirements with Fragrance Detergent, Floor Cleaner, Toilet Bowl Cleaner, Dishwashing Gel, Concentrated Air Freshener, Concentrated Glass and Multi-surface Cleaner, Concentrated Tap and Shower Cleaner and Fabric Wrinkle Remover.

7. Pet Parent Kit: For every time your pet has an oops moment and you say aiyoo, you will thank us for this kit. It has a bottle of Concentrated Laundry Detergent, Concentrated Floor Cleaner and some Dishwash Gel.

What have we held on to?

We realised that if ain’t broke, we shouldn’t change it! So here are a few things which we will continue to prioritise.

1) Honesty will remain our best policy

We don’t believe in ambiguity when it comes to our ingredients. You should know exactly what you are purchasing. So, each of our products has a QR code which can be scanned to see the ingredient list. As always, you can also browse the same on our website before placing your order.

2) Our products are non-toxic & plant-based

All our products are made with the goodness of plant based biodegradable ingredients. They’re USDA certified, free of parabens, sulfates, phosphates, LAS or 1,4-Dioxane. But, they’re still as effective as their chemical counterparts, as verified by tests conducted by Bureau Veritas. As an added bonus, our products are engineered for sensitive skin, are pet friendly and safe for your babies too.

3) We’re 2x plastic positive

Until we find an alternative for our plastic packaging, we’re proud to share that we recycle twice the amount of plastic we sell – that’s almost 5200kg in 2021 alone. And we will continue to do so.

We’re not greedy about selling bottles. We just want our product to reach you. So, we encourage you to purchase our PET bottles only once, which can be used indefinitely. You can refill them via our refill pouches that use 70% less plastic than bottles. We recycle these PET bottles into polyester fabric via our government directed Extended Responsibility as Producers’ initiative.

4) We hopped onto the cruelty free bandwagon

We love animals! Absolutely adore them. So, we’ve never harmed them in any manner while making our products. Our in-house canine officer Jojo can vouch for us. But if you don’t take his word for it, we are also Leaping Bunny certified. A global programme, Leaping Bunny requires cruelty free standards over and above legal requirements.

It’s difficult to describe what Born Good 2.0 means to us, but we’ve tried to pen our perspective in this blog. In the process we realized that we’re ambitious to sustain your faith in us. You’ve been our inspiration, investor, partner and customer over the past two years, and we wouldn’t have made it without your support.

As we sign off, (from just this blog article, don’t worry!) we promise to strive to be worthy of that support and evolve to meet your needs.

Until next time,

Toodles,

Team Born Good

P.S. do try our new products! We would love to know if you enjoyed using them as much as we’ve enjoyed creating them for you.