Branch Basics Review: Clean Ingredients or Overhyped?

Thinking about switching to Branch Basics? Here’s my in-depth Branch Basics review, including ingredients, cleaning performance, cost breakdowns, and how it compares to popular competitors.

Over the last fifteen years, we’ve taken small steps as a family to reduce our exposure to environmental toxins. I started by upgrading our cookware and choosing safer cosmetic products. Then we tackled some of the bigger things, like filtering our water, using air purifiers, and swapping out conventional cleaning products.

I’ll be honest, the thing I’ve tinkered with the most over the years is cleaning products. I’ve tried DIY recipes (yes, I use to make my own laundry detergent), bought a ton of “green” brands, and tested many of the refill products on the market. The truth is, formulating products with safe and effective ingredients is hard, and many brands simply haven’t been able to pull it off.

That’s what eventually led me to Branch Basics. The company is known for its exceptionally high standards and refusal to cut corners. This matters because many everyday cleaning products emit volatile organic compounds (VOCs) and other chemicals into the air we breathe. Research shows these exposures can negatively affect indoor air quality and may contribute to respiratory and systemic health issues.

To help you cut through the noise, here’s my comprehensive review of Branch Basics. I’m covering what sets the brand apart and how Branch Basics compares to other popular non-toxic cleaning brands.

PS: If you’re looking for a promotion code (me, always), use code COCONUTS at checkout for 15% off.

Is It Worth It? Here’s My Experience

If you’re looking for cleaning products that are safe, effective, and backed by some of the highest standards in the industry, Branch Basics is worth it. I’ve tried dozens of safe cleaning products over the years, and Branch Basics still stands out as one of the best. I use the many of the products daily, and it’s what I trusted to clean the walls and other surfaces in our home after our mold remediation.

The upfront cost is higher, but the ingredient quality, versatility, and performance justify the price. I love that the system is simple and convenient. With just a few products, we can handle most of the cleaning tasks in our home.

Safe ingredients are important, but at the end of the day, a product has to work. Branch Basics checks both boxes, which is why we use it regularly.

Branch Basics Pros and Cons

After reviewing and testing a variety of safe cleaning products on the market, Branch Basics is at the top of my list. It has superior cleaning performance and some of the highest standards in the industry when it comes to safety and ingredient transparency.

The Real Test: How Well Does Branch Basics Clean?

This is the million-dollar question. From all of my testing, Branch Basics does incredibly well when it comes to cleaning surfaces with The Concentrate. There is no difference in performance when compared to conventional cleaners. I also use the dishwasher tablets and powdered laundry detergent on a daily basis, and find both perform better than the majority of safe cleaning brands on the market.

Branch Basics is a surfactant-based cleaner. Rather than relying on harsh disinfectants, its core cleaning agents use naturally derived, plant-based surfactants, specifically decyl glucoside and coco-glucoside. These surfactants grab and lift dirt, oils, bacteria, and other particles so they can be easily wiped or washed away.

Surfactants are especially important in the home because they physically remove contaminants from surfaces rather than simply masking them. In fact, after our mold remediation, I used Branch Basics to clean the walls throughout our home. Mold spores and fragments need to be physically removed, and surfactants are incredibly effective at loosening and washing away those particles.

What is Branch Basics?

Branch Basics is a non-toxic cleaning company that replaces conventional chemical cleaners with a plant and mineral-based concentrate. Instead of buying separate products for every cleaning task, Branch Basics uses one concentrate that mixes with water for different jobs around the house, including countertops, bathrooms, glass, laundry, and hand soap.

The company was founded in 2012 by Allison Evans, Kelly Love, and Marilee Nelson. It originally started as an educational blog and platform where the founders shared information about toxin-free living. As their audience grew, people kept asking what products they actually used in their own homes. Since they couldn’t find a simple non-toxic cleaner they trusted, they created their first product: The Concentrate.
Branch Basics is based in Minneapolis, MN and the products are manufactured in the USA. The company is MADE SAFE® Certified, EWG Verified®, and Leaping Bunny Certified. Their mission is to help people live healthier lives by removing products with harmful chemicals from their homes.

How Does Branch Basics Work?

Branch Basics is built around a single product called The Concentrate. It’s a plant and mineral-based cleaning solution that mixes with water at different ratios depending on what you’re cleaning. Along with The Concentrate, Branch Basics includes a set of reusable spray bottles labeled for different cleaning jobs.

Here’s how it works:

1. Fill with water. Add water to the “water” line on the bottle.
2. Add The Concentrate. Pour in Branch Basics Concentrate up to the “soap” line and top off with water.
3. Start cleaning. Give the bottle a gentle shake and you’re ready to go.

The amount of The Concentrate you need varies depending on the cleaning task. For example, you use a stronger dilution for tough cleaning jobs like bathroom surfaces, and a lighter dilution for glass and mirrors. The same concentrate can even be used in the washing machine as a laundry detergent.

In addition to The Concentrate, Branch Basics offers a supporting cast, including Oxygen Boost, Powdered Laundry Detergent, Dishwasher Tablets, and Gel Hand Soap. The goal is to help you replace a cabinet full of conventional cleaners with a few non-toxic products that can handle most cleaning tasks throughout your home.

One thing I really like is that Branch Basics offers Starter Kits with either reusable plastic or glass bottles. Plastic is great to start with, but the glass bottles are a fantastic way to reduce plastic exposure over time.

Is Branch Basics Actually Clean?

Based on my review of Branch Basics’ ingredients, certifications, and manufacturing standards, the brand exceeds what most people would consider a “clean” cleaning product.

Branch Basics avoids harmful chemicals commonly found in conventional household cleaners, including synthetic fragrances, dyes, bleach, ammonia, chlorine, phthalates, and harsh preservatives. The brand also fully discloses every ingredient used in its products, which is surprisingly rare in the cleaning industry.

Here’s a closer look at some of the standards they follow:

• No Fragrances: Branch Basics avoids both synthetic fragrances and essential oils. While many brands market essential oils as a cleaner alternative, fragrance ingredients can contain hundreds of individual compounds and are a common source of sensitivities and indoor air pollution.
• No VOCs: Their products are formulated to emit zero harmful volatile organic compounds (VOCs), which can negatively impact indoor air quality.
• No Harsh Surfactants or Preservatives: The formulas are free from ingredients such as SLS, sulfates, ethoxylates, formaldehyde-releasing preservatives, and other harsh cleaning additives commonly found in conventional products.

Branch Basics is also one of the few cleaning brands to earn MADE SAFE® certification, which screens ingredients against thousands of known or suspected toxins linked to cancer, hormone disruption, reproductive toxicity, and environmental harm.

These standards matter because cleaning chemicals are among the largest contributors to chemical exposure in the home. Ingredients can be inhaled, absorbed through the skin, or contribute to poor indoor air quality over time.

Who Branch Basics is Best For (And who should skip it)

In my opinion, Branch Basics is best for people who have high standards when it comes to the products they use in their home. If you’re looking for one of the safest, most thoroughly vetted cleaning brands on the market, Branch Basics is hard to beat.

It’s also a great option if you’re simply trying to reduce your family’s exposure to potentially harmful chemicals. The system is straightforward and easy to use, and you can easily swap your conventional cleaners without overhauling your entire routine.

That said, Branch Basics may not be ideal if you prioritize convenience above everything else. Because the system relies on a concentrate, you’ll need to mix and refill your bottles periodically. The process only takes a minute or two, but some people may prefer grabbing a ready-to-use cleaner off the shelf.

It’s also not a great fit if you love scented cleaners. Branch Basics is completely fragrance free, so you won’t get the strong lemon, lavender, or “fresh linen” scent from the products.

Branch Basics at Target: Key Differences

In 2026, Branch Basics expanded into Target to bring its products to a wider audience and introduce more people to the brand. However, the product selection and packaging differ slightly from what you’ll find on the Branch Basics website.

The biggest difference is that the cleaning sprays sold at Target come pre-mixed and ready to use. They’re also sold in smaller 16-ounce bottles instead of the 24-ounce refillable bottles included in the Starter Kits sold on the Branch Basics website.

The concentrate is also different. Target carries an 8-ounce bottle of The Concentrate, while the Branch Basics website sells the full-size 33.8-ounce bottle.

Yes, it’s totally fine to mix and match. If you pick up bottles at Target, you can refill them with The Concentrate from the Branch Basics website, and vice versa. The formulas are exactly the same, so The Concentrate works with all Branch Basics bottles regardless of where you purchased them.

Branch Basics vs Other Brands

If you’re considering Branch Basics, chances are you’ve also reviewed other brands like Truly Free, Seventh Generation, Molly’s Suds, and Blueland. They all promise a cleaner, safer home, but they go about it in very different ways. The good news? I bought them, tested them, and looked at overall costs so you don’t have to! For reference, Branch Basics Laundry Powder falls right in the middle at $0.29 per load when you use the 2-pack Autoship.

Here’s how Branch Basics compares:

Branch Basics vs Truly Free

Truly Free and Branch Basics have some of the highest standards when it comes to avoiding known harmful ingredients. While they both offer refill systems, Truly Free refills come in single-use disposable packets.

When it comes to everyday cleaning, the two brands are remarkably similar. I tested their all-purpose cleaners, glass cleaners, and other household products and found both to be highly effective.

Laundry is where I saw a bigger distinction. Both brands offer plant-based liquid and powdered laundry detergents that clean effectively. However, I found Truly Free had a slight edge when it came to overall cleaning performance, particularly on tougher stains and heavily soiled loads.

Branch Basics vs Blueland

Branch Basics and Blueland are probably the two biggest brands leading the charge when it comes to reducing plastic waste and offering safer alternatives to conventional cleaners. Blueland uses dissolvable cleaning tablets mixed with water in reusable bottles, while Branch Basics uses a concentrated liquid formula. Side note, I love that Blueland’s refill packets are compostable!

The real difference? Branch Basics keeps things simple. One concentrate handles just about everything. Blueland uses different tablets for different jobs, and some of their products use undisclosed naturally-derived and synthetic fragrances.

When it comes to performance, Branch Basics takes the win in my opinion. It’s more effective on grease and has a broader range of uses. Both Branch Basics and Blueland clean everyday laundry loads well, but Branch Basics paired with Oxygen Boost performs better on heavily soiled items. Regardless of which you use, I highly recommend pre-treating stains with a enzyme-powered stain remover like Bac-Out.

Branch Basics vs Seventh Generation

Seventh Generation is one of the most accessible “green” cleaning brands and can be found in most grocery stores. While it’s certainly a step up from conventional cleaners, many Seventh Generation products contain fragrance, sodium lauryl sulfate (SLS), and preservatives that may be irritating to sensitive individuals.

In my experience, Seventh Generation’s Fragrance Free Liquid Detergent performs well. I still pre-treated grass stains and muddy clothes, but that’s true with Branch Basics too. From a cleaning standpoint they’re comparable, but Branch Basics has much higher standards when it comes to ingredients and certifications.

Branch Basics vs Molly’s Suds

Molly’s Suds and Branch Basics share many of the same values, including simple ingredients and high standards. My family used Molly’s Suds exclusively for about five years. While it worked great for standard loads, we eventually switched once we had kids because it wasn’t great at cleaning swimsuits, workout clothes, or heavily soiled clothes. Most of my kids clothes always had oil marks and stains left behind. Branch Basics definitely has the edge in cleaning performance and versatility.

Honest Branch Basics Review: What Works and What Doesn’t

Branch Basics has set itself apart in the cleaning industry as a brand that has exceptionally high safety standards. The product line is thoughtfully designed around a single concentrate. From my experience, the products perform well and stand out as one of the rare non-toxic cleaning brands that doesn’t sacrifice effectiveness. I personally love that the formula is fragrance free and the entire system drastically reduces single-use plastic.

Here is a comprehensive review of Branch Basics products and the ones I’ve personally tested:

The Premium Starter Kit

The Branch Basics Premium Starter Kit includes The Concentrate, Oxygen Boost, and five reusable bottles labeled for different cleaning tasks. I love that the system is simple and eliminates the need for a bunch of different cleaners in the home.

The good:

• Makes it easy to grab everything you need at once.
• Mixing is a breeze using the fill lines. There’s no measuring or guessing.
• The cleaners are incredibly effective. The all-purpose cleaner is fantastic at cutting grease and oil.

The bad:

• While I like using The Concentrate for laundry, the Powdered Laundry Detergent + Oxygen Boost is way more effective for heavily soiled loads.

Powdered Laundry Detergent

The Branch Basics Powdered Laundry Detergent is made with simple ingredients and designed to work with both standard and HE washers. It delivers excellent cleaning power without relying on synthetic fragrances, dyes, or harsh chemicals.

The good:

• Fantastic every day laundry detergent
• More effective than The Concentrate, especially on heavily soiled loads.
• Works great when paired with Oxygen Boost for stain removal and whitening.
• Fragrance free and made with simple, non-toxic ingredients.

The bad:

• Tough stains still need pre-treatment.
• The scoop is small, so measuring can take a little getting used to.
• Costs more upfront. However, the cost for a 2-pack with Autoship drops to $0.29 per load.

Branch Basics Oxygen Boost

Branch Basics Oxygen Boost is one of those products I didn’t realize I needed until I started using it. It’s specifically designed to boost laundry performance, remove stains, brighten whites, and tackle tough cleaning jobs throughout the house. I use it regularly with the Powdered Laundry Detergent.

The good:

• Significantly improves stain removal and laundry performance.
• Great for brightening whites and removing odors.
• Works well on workout clothes, towels, and heavily soiled loads (hello spaghetti sauce and chocolate stains)
• Simple ingredient list with no fragrance or unnecessary additives.

The bad:

• It’s an extra step compared to using detergent alone.
• The bag can get messy if you’re not careful when scooping. I typically transfer this to a canister to make it easier.

Branch Basics Dishwasher Tablets

The Branch Basics Dishwasher Tablets are one of the newest additions to the lineup, and I’ve been impressed with how well they perform. They are made with simple ingredients and free of fragrance, dyes, and harsh chemicals.

The good:

• Cleans everyday dishes and glassware very well. These work incredibly well with our Cove dishwasher.
• Love that it’s fragrance free!
• No plastic film or unnecessary additives.

The bad:

• Cost more upfront. However, the cost for a 2-pack with Autoship drops to $0.34 per tablet.
• Hard water can sometimes affect performance, so a safe rinse aid may be helpful.

Branch Basics FAQs

Cost Breakdown

To get started, you’ll need one of the Starter Kits. The Premium Starter Kit costs $75, and the Ultimate Starter Kit costs $115. I recommend the Ultimate Starter Kit because I find the powdered laundry detergent to be more effective than using The Concentrate alone for laundry.

While the upfront investment may seem steep, the cost makes a lot more sense when you break it down by use. Since one concentrate replaces multiple cleaners throughout the home, the actual cost per bottle or per load shakes out nicely.

For example, The Ultimate Starter Kit makes:

• 4 Foaming Wash Refills @ $3.09 each
• 5 All-Purpose Bottles @ $3.09 each
• 4 Bathroom Bottles @ $6.18 each
• 5 Streak-Free Bottles @ $0.49 each
• 120 loads of laundry @ $0.33 per load
• 38 loads of dishes @ $0.39 per load/tablet

After you have the Starter Kit, you simply reorder refills of The Concentrate, Dishwasher Tablets, Laundry Powder, and Oxygen Boost. I recommend using the Autoship feature, which gives you 10% off and helps bring the cost down even further.

Where to Buy

Branch Basics is expanding and now available at Amazon and Target. While buying in-store is convenient, purchasing directly from their website is the cheaper option. You can use coupon codes (like code COCONUTS), get free shipping on orders $35+, and order refills at 10% off using Autoship. They also have Pure Perks rewards program, which lets you claim gift cards and free products with the points you rack up.

If you are always looking for a coupon code like me, use code COCONUTS for 15% off your order. Between the discount, rewards points, and Autoship savings, it ends up saving you a lot!

Final Thoughts

My review of Branch Basics comes after decades of testing non-toxic cleaning products. I’ve tried making my own cleaners and have used dozens of brands over the years, and most have fallen short in one way or another.

What I appreciate most about Branch Basics is that it doesn’t make you choose between ingredient safety and performance. The products work. I’ve used them consistently for years and even trusted them to clean the walls in our home after mold remediation. I also love the simplicity of the system. With just a handful of products, we can tackle most cleaning jobs in our home.

At the end of the day, I want products with uncompromising safety standards that still perform like conventional cleaners. Branch Basics delivers on both. If you’re looking to reduce chemical exposure without sacrificing cleaning power, I highly recommend it!

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