Branch Basics

Branch Basics is a human-safe cleaning company founded in 2012 by Allison Evans, Kelly Love, and Marilee Nelson in Austin, Texas. The company produces EWG Verified and MADE SAFE certified non-toxic cleaning products built around a single plant-and-mineral-based concentrate that replaces every toxic cleaner in the home. With $40 million in revenue reported for 2023 and over $34 million annually, Branch Basics has built a cult following while maintaining complete independence—the founders raised $1 million from friends and family in early stages but have never taken outside corporate investment.

The company's origin story centers on personal health journeys: Marilee Nelson avoided a kidney transplant through food-as-medicine after her son suffered severe chemical injury, while her niece Allison Evans overcame chronic pain and PCOS by eliminating toxic household products under Marilee's guidance. Third co-founder Kelly Love, Allison's best friend, joined to build a business serving the chemically sensitive and health-conscious. All three founders remain actively involved in company operations and product development, maintaining the company's original mission of education and wellness over profit maximization.

Products

• Concentrate (flagship product - dilutes into all cleaners)
• Oxygen Boost (stain remover and whitener)
• Bathroom cleaner
• All-purpose cleaner
• Glass cleaner
• Foaming hand soap
• Laundry detergent
• Dish soap
• Streak-free cleaner
• Starter kits with reusable bottles
• Cleaning tools and microfiber cloths

Why We List Them

• 100% independently owned by three female founders since 2012
• Raised $1M from friends/family but no corporate investors
• All three founders (Allison Evans, Kelly Love, Marilee Nelson) remain actively involved
• $40M+ annual revenue without selling out to corporate interests
• EWG Verified and MADE SAFE certified (free from 5,000+ toxic chemicals)
• Single-concentrate system reduces waste and plastic consumption
• Educational focus on chemical sensitivity and non-toxic living
• Paused business for 18 months to reformulate (prioritizing safety over revenue)
• Family-owned business with personal health mission
• No synthetic fragrances, harsh chemicals, or hidden ingredients
• Transparent ingredient list and testing
• Supports chemically sensitive individuals and families