Our story

simple started at home.
Technically, with a cat.

Not with a business plan. Not with a laboratory breakthrough. With Amber.

Whenever strongly scented cleaning products were used around the house, Amber stopped being herself.

She grew anxious and unsettled, and we could not say exactly why. We tried everything we could think of, vet visits included. Nothing made a lasting difference.

Then Madalina noticed the pattern. It was always after cleaning day. So we swapped the products in the house, one by one, and slowly we began to see our Amber again. Calmer. Happier. Curled up in the laundry basket like nothing had ever happened.

That one change made us look differently at everything we brought into our home. We paid attention to what we ate. We checked the ingredients in our skincare. We thought carefully about what we gave our pet. Yet we had barely questioned the detergent washing the clothes against our skin, the towels we used every day, the sheets we slept in every night.

For something so close to us, we knew surprisingly little about it. That didn’t feel very simple.

So we went looking for an alternative. Something that cleaned exceptionally well but was thoughtfully made. Ingredients we could understand. No overwhelming fragrance pretending to be cleanliness. Packaging designed to be kept, not thrown away. Something we would feel good bringing into our own home.

We found products that solved parts of the problem. Very few brought everything together. So we decided to make the one we had been looking for ourselves.

A concentrated formula that cleans thoroughly and protects fabrics, in a pod that is plant-based and hypoallergenic. Gentle on skin, with no harsh chemicals. Cruelty-free, never tested on animals. Eco friendly in the ways we can actually point to: less water shipped, less packaging thrown away, a tin you keep. And made for a pet-friendly home, because in our house the laundry basket is also Amber’s favourite nap spot.

We called it simple.