What eco-friendly cleaning products were on Shark Tank?

When you think of eco-friendly cleaning products, you might picture vinegar, baking soda, or a homemade spray bottle labeled with a Sharpie. But in 2013, a company called Earth Friendly Products walked onto Shark Tank with something different - a full line of plant-based cleaners that actually worked like the chemical stuff, without the toxins. And they didn’t just get a deal. They got a game-changer.

Earth Friendly Products: The Real Shark Tank Story

Earth Friendly Products didn’t invent green cleaning, but they were one of the first to take it seriously enough to scale. Founded in 1978 by a chemist tired of toxic fumes in his own home, the company spent decades perfecting formulas that cleaned without sulfates, phosphates, or synthetic fragrances. By the time they appeared on Shark Tank in Season 4, Episode 24, they were already selling in over 15,000 stores - including Whole Foods and Target.

The founders, Mike and Wendy, asked for $500,000 for 10% equity. Their pitch was simple: their cleaners were certified by the EPA’s Safer Choice program, biodegradable, and safe for kids and pets. They showed the Sharks a side-by-side demo: their dishwasher detergent removing grease from a pan versus a leading brand. The difference? Their product worked just as well - without leaving a chemical residue.

Kevin O’Leary offered $500,000 for 25%, but the founders refused. Mark Cuban said no. Barbara Corcoran passed. Then Lori Greiner stepped in. She didn’t just see a cleaner - she saw a category. She offered $500,000 for 15%, and they took it.

Why? Because Lori understood retail. She knew that if you could make a green product that didn’t smell like a hippie commune and actually cleaned better than the competition, you could own the shelf.

What Made Their Products Different?

Most eco cleaners back then were either weak or smelled like wet grass. Earth Friendly Products fixed both problems.

• They used plant-derived surfactants - not petroleum-based ones - to break down grease.
• They replaced synthetic fragrances with essential oils like lemon and eucalyptus, which actually disinfect.
• They avoided chlorine bleach, ammonia, and phthalates - all banned in the EU and California.
• Their bottles were made from 100% recycled plastic and were fully recyclable.

They didn’t just claim to be green. They had third-party certifications: EPA Safer Choice, Leaping Bunny (cruelty-free), and USDA BioPreferred. That meant you could trust them - no greenwashing.

After Shark Tank, their sales jumped 400% in the first year. By 2018, they were in over 40,000 stores. Today, their dishwasher detergent is the #1 best-selling eco-friendly option on Amazon in the U.S., with over 12,000 five-star reviews.

Other Eco-Friendly Cleaners That Appeared on Shark Tank

Earth Friendly Products wasn’t the only green cleaner on the show. Here are a few others that made waves:

• Biokleen - Appeared in Season 5. Their laundry detergent uses citrus extracts and enzymes. Got a deal from Robert Herjavec. Now sold in Costco.
• ECOS - Came on in Season 6. Their cleaners are plant-based, vegan, and packaged in recycled bottles. Got a $1 million deal from Daymond John. Now a household name in sustainable cleaning.
• Simple Green - Appeared in Season 3. A commercial-grade cleaner that worked on grease, mold, and even oil spills. Got a deal from Kevin O’Leary. Still used by janitorial services nationwide.

Each of these companies had one thing in common: they didn’t sacrifice performance for sustainability. That’s what the Sharks cared about. That’s what customers care about now.

Why This Matters for Your Home

Let’s be real - you don’t buy eco-friendly cleaners because you want to save the planet (though that’s a nice bonus). You buy them because you don’t want to breathe in fumes while cleaning the bathroom. You don’t want your toddler licking the floor after you mop. You don’t want to risk skin irritation from your dish soap.

Studies from the Environmental Working Group show that common household cleaners release over 100 volatile organic compounds (VOCs) - chemicals linked to asthma, headaches, and even hormone disruption. The EPA says indoor air can be 2-5 times more polluted than outdoor air. And a lot of that comes from cleaning products.

Switching to non-toxic cleaners isn’t a trend. It’s a health upgrade. And the products that survived Shark Tank? They’ve been tested by millions of households. They work. They’re safe. They’re available.

What to Look for Today

Not every brand that says “eco-friendly” actually is. Here’s how to tell the real ones from the fakes:

1. Check certifications - Look for EPA Safer Choice, Leaping Bunny, or USDA BioPreferred. These are verified by independent labs.
2. Read the ingredients - If you can’t pronounce them, skip it. Avoid sodium lauryl sulfate, triclosan, and synthetic fragrances.
3. Look for transparency - Brands that list full ingredients on the bottle or website are more trustworthy.
4. Test performance - A green cleaner that doesn’t cut grease or remove soap scum isn’t worth it.

Earth Friendly Products, ECOS, and Biokleen all pass these tests. They’re not perfect - nothing is - but they’re the best in class.

What Happened After Shark Tank?

Lori Greiner didn’t just give them money. She gave them access. She connected them with retailers. She helped redesign packaging to stand out on shelves. She pushed them into Target, Walmart, and Home Depot.

By 2020, Earth Friendly Products had expanded into pet shampoos, laundry strips, and even a plant-based toilet bowl cleaner. Their revenue hit $45 million annually. They still operate out of California, and they still make every product in-house - no outsourcing.

What’s more, they’ve stayed true to their roots. Their website still says: “We don’t make products to make you feel good. We make products that make your home safe.”

Can You Still Buy Them?

Yes. And you don’t need to order online. You can find Earth Friendly Products, ECOS, and Biokleen in most major grocery chains - Kroger, Safeway, Publix, and even Aldi now carry them. Their prices are competitive too. A 48-ounce all-purpose cleaner costs about $5.50 - less than a name-brand chemical cleaner.

Amazon has the widest selection. Just search for “EPA Safer Choice cleaner” and sort by top-rated. You’ll see the same brands that were on Shark Tank - still going strong over a decade later.

Why Shark Tank Got It Right

Shark Tank didn’t just pick the greenest product. They picked the one that could scale. They picked the one that didn’t ask you to compromise. That’s the lesson here: sustainability doesn’t mean sacrifice. It means smarter choices.

These brands didn’t win because they were trendy. They won because they solved real problems. They cleaned better. They smelled better. They were safer. And they proved that you don’t need toxic chemicals to get a sparkling home.

Today, the green cleaning market is worth over $20 billion. And it’s growing fast. More people are choosing non-toxic options - not because they’re forced to, but because they finally have good ones.

Earth Friendly Products didn’t change the world with a single pitch. They changed the game by making green cleaning something you’d actually want to use.