our story
My family spent years helping a natural-products company look after its customers. The products were good. Buying them was complicated. This is how Love of Home began.
chapter one
Every brand starts somewhere. Ours started in a family that kept chemicals out of the house, and years spent helping a natural-products company look after its customers.
growing up · the family business
Since before I could walk, my family lived without harsh chemicals and helped a natural-products company run its business and reach its customers. Keeping chemicals out of the house was simply how we lived.
the years after · working alongside them
Working with my family, I saw the customer side. A cleaner for glass, one for the bathroom, one for the kitchen, one for floors. Each one good. Each one its own bottle, its own price, its own decision, it's own ingredients to research. It added up.
the idea · one better bottle
One Concentrate you dilute at home into every cleaner you need. One decision instead of ten, and when you add it up, it costs less.
today · love of home
One Concentrate makes nine cleaners. It is made in the same facilities as our skin care company, Cow Guys, which is what made Love of Home possible.
Grab and slide
the science of cleaning
Everyone loses a little lung capacity each year from their twenties on. A twenty-year study of 6,235 adults found that women who cleaned at home lost it about 20% faster than women who did not, year after year.
For women who clean for a living, the researchers compared the extra loss to smoking 20 cigarettes a day for close to 20 years. Women who clean at home were close behind. This chart shows that extra loss on its own.
women who don't clean
Normal lung ageing, nothing more. About 18.5 mL of lung capacity a year.
women who clean at home
About 20% faster. 22.1 mL a year, every year. Sprays and other cleaning products both showed it.
twenty years later
The gap between the two lines is the extra loss. In women who clean for a living it was a little larger, and that is what the researchers compared to smoking 20 cigarettes a day for close to 20 years.
You can't stop cleaning. You can change what's in the bottle.
The measure is FEV1, the air you can force out in one second. Women who didn't clean lost 18.5 mL a year, women who cleaned at home 22.1 mL. The researchers compared the extra loss in women who clean for a living, 3.9 mL a year, to smoking 20 cigarettes a day for close to 20 years. Home cleaners were close behind at 3.6.
Svanes Ø, et al. AJRCCM 2018; 197(9): 1157–1163
the brand
Pick one good thing instead of ten. One Concentrate, diluted at home, replaces almost every cleaner under your sink, and when you add it up, it costs less.
one bottle, nine cleaners
Bathroom, glass, counters, floors. Every cleaner starts as the same bottle.
a better recipe
Six ingredients, every one from water or a plant you can name.
stored in glass
Glass bottles with the fill lines printed on the label, made to stay out on the counter.
simpler to buy
One thing on auto refill. No cabinet full of sprays, no list to remember.
The Concentrate
9 cleaners from one bottle
as low as $2.38 per cleaner
a letter from our founder
I grew up in a family that lived without harsh chemicals and spent years helping a natural-products company look after its customers. I worked alongside them from the start, and I loved what it stood for.
I also saw what it asked of people. To clean a home the natural way, you had to pick a cleaner for glass, one for the bathroom, one for the kitchen, one for floors, and keep them all stocked. Every one of them was good. Together they were complicated, and the price added up.
Nobody had solved that. So it became the job: one Concentrate, diluted at home, that makes every cleaner you need. One thing to pick, one thing to refill, and when you add it up, less to pay.
Love of Home is that bottle. Simple on purpose, made in the same facilities as our skin care company, Cow Guys, and beautiful enough to leave out on the counter.
Pablo Cortez
Founder, Love of Home
our values
We did not start Love of Home to compete with the cleaning aisle. We started it to solve the problem we kept seeing: good natural cleaners were complicated to buy. One bottle fixes that.
One bottle instead of ten. Fewer things to buy, store and remember.
Six ingredients you can pronounce, printed on the label. Nothing hides behind a warning sign.
Made by someone who grew up in a house that kept chemicals out. That shapes every decision.
Bottles you are happy to leave on the counter, and refill for years.
One Concentrate instead of a cabinet of sprays. Fewer things to buy, and less to pay when you add it up.
Less packaging, less waste, less under the sink. One bottle does the work.
made to be trusted
Every bottle of the Concentrate is the same short list: water and five things from a plant you can name.
Water, two coconut cleansers, corn alcohol, tea tree and lavender. All printed on the label.
No harsh chemicals in the mist, so you can clean with the kids in the room.
Glass bottles with the fill lines printed on the label, refilled for years.
Same facilities, same suppliers, same standards as cowguys.com
The one all-natural concentrate that changes your life.
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