The Bottom Line
One concentrate replaces every cleaning product in your home. That sounds like marketing. It's not. We ditched our entire cabinet of conventional cleaners — the all-purpose spray, the bathroom stuff, the glass cleaner, the laundry detergent, the hand soap — and replaced all of it with one bottle of Branch Basics concentrate and a set of reusable spray bottles. Eight months later, we haven't looked back.
The concentrate is plant-based, fragrance-free, and carries the two toughest certifications in non-toxic cleaning: EWG Verified and Made Safe. You dilute it at different ratios depending on the job. Strong ratio for the bathroom. Light ratio for all-purpose. A few tablespoons for a full load of laundry. It all comes from the same bottle.
What Is It
Branch Basics is a concentrated, plant-based cleaning solution that you dilute with water at different ratios to clean literally everything in your home. The Starter Kit ($50–$70) comes with a 33 oz bottle of concentrate and a set of labeled spray bottles designed for each use case:
- All-Purpose — counters, tables, highchairs, toys, surfaces
- Bathroom — stronger concentration for soap scum, tile, toilets
- Streak-Free — mirrors, glass, windows
- Laundry — a few tablespoons per load in any machine
- Hand Soap — gentle enough for daily handwashing
- Foaming Wash — face, body, baby wash
The idea is simple: instead of buying six different products with six different ingredient lists (most of which you can't pronounce), you buy one concentrate with one ingredient list and dilute it for each purpose. Less plastic. Less clutter under the sink. And one ingredient list you actually trust.
Why Non-Toxic Cleaning Matters for Kids
Here's the thing most parents don't think about: your kids are closer to your floors than you are. Babies crawl across them. Toddlers sit on them. They put toys in their mouths that were just on the floor you sprayed with bathroom cleaner an hour ago. Every surface you clean becomes a surface your child touches, licks, or breathes near.
Conventional cleaning products are full of chemicals that have no business being near developing bodies:
- Endocrine disruptors — chemicals that mimic or interfere with hormones. Found in many conventional cleaners, including some marketed as "natural"
- VOCs (volatile organic compounds) — released into the air when you spray or use liquid cleaners. Linked to respiratory issues, headaches, and long-term health effects
- Synthetic fragrances — the word "fragrance" on a label can hide dozens of undisclosed chemicals. The American Academy of Pediatrics has flagged synthetic fragrances as a concern for children's health
- SLS/SLES — harsh surfactants that can irritate skin and eyes, especially in young children
A 2023 study published in Environmental Health Perspectives found that children in homes using conventional cleaning products had measurably higher levels of VOCs in their blood compared to homes using non-toxic alternatives. That's not theoretical. That's measured.
We switched to Branch Basics because we wanted to stop wondering whether the thing we were using to make our home "clean" was actually making it less safe for our kids.
What's In It (and What's NOT)
Branch Basics publishes their full ingredient list. Here's what you'll find:
- Purified water
- Coco glucoside (plant-based surfactant derived from coconut)
- Chamomile flower extract
- Decyl glucoside (another plant-based surfactant)
- Babassu oil
- Sunflower seed oil
That's it. You can read every single ingredient, understand every single one, and feel good about every single one.
Here's what you will NOT find:
- No SLS or SLES
- No synthetic fragrances
- No dyes or colorants
- No formaldehyde or formaldehyde releasers
- No parabens
- No phthalates
- No chlorine bleach
- No ammonia
- No 2-butoxyethanol
- No triclosan
Both the EWG Verified and Made Safe certifications independently confirm these claims. EWG Verified means every ingredient meets the Environmental Working Group's strictest health standards. Made Safe means the product has been screened against known toxic chemicals by scientists. These are not self-reported badges — they require independent third-party review.
The Concentrate System
The genius of Branch Basics is the dilution system. You're not paying for water in a spray bottle (which is what most conventional cleaners are — 90% water with a small amount of chemicals). You're paying for concentrated cleaning power and adding your own water at home.
Here's how the dilution ratios work:
| Use | Concentrate Ratio | What It Replaces |
|---|---|---|
| All-Purpose | 1 part concentrate : 12 parts water | Countertop spray, multi-surface cleaner |
| Bathroom | 1 part concentrate : 3 parts water | Bathroom cleaner, tile spray, tub cleaner |
| Streak-Free | 1 part concentrate : 50 parts water | Glass cleaner, mirror spray, window cleaner |
| Laundry | 2–4 tablespoons per load | Laundry detergent (any machine type) |
| Hand Soap | 1 part concentrate : 3 parts water | Liquid hand soap |
| Foaming Wash | 1 part concentrate : 4 parts water | Body wash, face wash, baby wash |
One 33 oz bottle of concentrate makes dozens of bottles of finished product. You fill your labeled spray bottle, add water, and you're done. When it runs out, you refill from the concentrate. When the concentrate runs out, you order a refill ($40). The spray bottles last forever.
Cost Breakdown
Let's do the math, because this is where Branch Basics really makes the case for itself.
| Item | Cost | Notes |
|---|---|---|
| Starter Kit | $50–$70 | Concentrate + all spray bottles (one-time) |
| Concentrate Refill | ~$40 | 33 oz, lasts 3–6 months |
| Annual concentrate cost | ~$80–$160/year | Depending on family size and usage |
Now compare that to what most families spend on conventional cleaning products each year:
| Conventional Product | Cost Per Bottle | Annual Cost (est.) |
|---|---|---|
| All-purpose cleaner | $4–$6 | $15–$25 |
| Bathroom cleaner | $4–$6 | $15–$25 |
| Glass cleaner | $3–$5 | $10–$15 |
| Laundry detergent | $12–$20 | $40–$80 |
| Hand soap (refills) | $4–$8 | $20–$40 |
| Body wash / baby wash | $6–$12 | $25–$50 |
| Total conventional | $125–$235/year |
So Branch Basics costs roughly the same as conventional products — sometimes less — while being certifiably non-toxic, producing far less plastic waste, and eliminating the guesswork of reading ingredient labels on six different products. After the first year (when you've already paid for the Starter Kit), the ongoing cost is just concentrate refills.
What We Like
- One product replaces literally everything under the sink
- EWG Verified AND Made Safe certified — the two toughest standards in non-toxic cleaning
- Truly fragrance-free (not "unscented" with masking agents)
- Full ingredient transparency — every ingredient listed and understandable
- Concentrate system means far less plastic waste
- Works in any washing machine (HE, standard, top-load, front-load)
- Gentle enough for baby skin, tough enough for bathroom tile
- No residue on surfaces where kids play and eat
- Cost-competitive with conventional cleaners after the initial kit purchase
What Could Be Better
- Not sold on Amazon — only available through branchbasics.com (some people prefer Prime shipping)
- No scent at all — if you associate "clean" with a smell, there's an adjustment period
- Starter Kit upfront cost ($50–$70) is more than grabbing a $4 bottle of Windex
- Won't replace specialized products like oven cleaner or drain unclogger
- Requires mixing — you need to fill and dilute spray bottles yourself (takes about 2 minutes)
How It Compares
We've researched and tested the most popular "natural" cleaning brands. Here's how Branch Basics stacks up.
Branch Basics vs Seventh Generation
Seventh Generation markets itself as a natural, plant-based brand, but many of their products still contain synthetic fragrances, SLS, and ingredients that don't pass EWG or Made Safe screening. Seventh Generation is better than Clorox, but it's not in the same league as Branch Basics when it comes to ingredient purity. Branch Basics has full ingredient transparency and third-party certifications that Seventh Generation products largely lack.
Branch Basics vs Dr. Bronner's
Dr. Bronner's is a genuinely clean product with simple ingredients, and we respect the brand. The difference is versatility and ease of use. Dr. Bronner's requires you to figure out dilution ratios on your own for different tasks, and it can leave a film on certain surfaces. Branch Basics comes with pre-labeled bottles and clear dilution instructions for each use case. It's also specifically formulated for cleaning (not just soap), so it performs better on glass, tile, and laundry.
Branch Basics vs ECOS
ECOS is affordable and widely available, which is great. But their ingredient lists are longer and include some synthetic surfactants that don't meet EWG Verified or Made Safe standards. ECOS is a step up from conventional brands, but Branch Basics is a step up from ECOS. If budget is the deciding factor and you can't swing the Starter Kit, ECOS is a reasonable interim choice.
Branch Basics vs Method
Method products look great on the shelf and smell appealing, but that's partly the problem. "Fragrance" on a Method label can contain dozens of undisclosed chemicals. Method is owned by SC Johnson, a conventional cleaning conglomerate. Branch Basics is an independent company with full ingredient transparency, no synthetic fragrances, and certifications that Method doesn't hold. The concentrate system also produces far less plastic waste than buying individual Method bottles.
Who Should Buy It
Buy Branch Basics if...
- You have babies or young children who crawl, touch, and mouth everything in your home
- You're tired of reading ingredient labels and wondering what "fragrance" really means
- You want to simplify — one product instead of a cabinet full of bottles
- Anyone in your family has allergies, asthma, eczema, or chemical sensitivities
- You care about reducing plastic waste (reusable bottles + concentrate refills)
Skip Branch Basics if...
- You need heavy-duty industrial cleaners (oven degreasers, drain cleaners, mold remediation products)
- You strongly prefer scented cleaning products and aren't willing to adjust
- You want the convenience of grabbing cleaners at any grocery store — Branch Basics is online-only
Our Verdict: 9.1 out of 10
Branch Basics is one of the best decisions we've made for our home. We replaced an entire cabinet of cleaning products — most of which contained ingredients we couldn't pronounce, let alone verify were safe — with one bottle of concentrate and a set of reusable spray bottles.
Our kids play on the floors we clean. They eat off the highchair tray we wipe down. They wash their hands with the soap we pump out. Knowing that every single one of those products is the same EWG Verified, Made Safe concentrate diluted with water gives us a kind of peace of mind that no amount of "natural-looking" branding on a Seventh Generation bottle ever did.
It's not perfect — we still keep a separate oven cleaner and it won't unclog a drain. But for the 95% of daily cleaning that happens in a home with young kids, Branch Basics is as good as it gets.
$50–$70 to know every surface our kids touch is actually clean — not just chemical-scented. Worth every penny.
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Frequently Asked Questions
Yes, for most families. The Starter Kit costs $50–$70, but the concentrate makes the equivalent of dozens of bottles of conventional cleaning products. A single concentrate refill ($40) lasts most families 3–6 months depending on usage. When you factor in not buying separate all-purpose cleaner, bathroom cleaner, glass cleaner, hand soap, and laundry detergent, Branch Basics saves money over time while eliminating toxic chemicals from your home.
Yes. Branch Basics is EWG Verified and Made Safe certified, meaning it has been independently tested and found free of toxic chemicals. It contains no fragrances, dyes, SLS, parabens, phthalates, or formaldehyde. This makes it one of the safest cleaning products available for homes with babies and young children who crawl on floors and put things in their mouths.
One 33 oz bottle of Branch Basics concentrate makes approximately 3 bottles of All-Purpose cleaner, 6 bottles of Bathroom cleaner, 64+ loads of laundry, and multiple bottles of Streak-Free glass cleaner and foaming wash. For a typical family, one concentrate bottle lasts 3–6 months, replacing what would be $50–$100+ worth of conventional cleaning products.
Branch Basics is the cleaner choice. While Seventh Generation markets itself as natural, many of its products still contain synthetic fragrances, SLS, and other ingredients that don't meet EWG or Made Safe standards. Branch Basics uses only plant-based and mineral-based ingredients with full ingredient transparency. The concentrate system also produces far less plastic waste since you reuse the same spray bottles.