#United States #Minneapolis #Branch Basics #eco-friendly cleaning #Target expansion

Branch Basics Expands Nationwide at Target

In an exciting development for environmentally conscious consumers, Branch Basics, a pioneer in human-safe cleaning products, has announced its expansion in Target stores across the United States. With its Surface Cleaners having achieved #1 status in the natural cleaning category and experiencing a sell-out year, Branch Basics is poised to significantly broaden its reach with new offerings.

Previously available only through its direct channels, Branch Basics has now established a presence in Target stores, making it accessible to a wider audience. The recent expansion includes the launch of innovative products like Laundry Detergent, Dishwasher Tablets, and an all-new Glass Cleaner, which are now available in select Target locations and online at Target.com.

A Brand Born from Health Challenges

Branch Basics was founded in 2011 when Allison Evans, Marilee Nelson, and Kelly Love faced personal health challenges tied to hazardous household products. Motivated by the wish to find safe, effective alternatives, they developed a brand focused on redefining what it means to have a clean home—one that prioritizes health without sacrificing effectiveness.

Branch Basics and Target: A Successful Partnership

Entering into Target in April 2025 marked a critical turning point for Branch Basics. Capturing the interest of health-conscious shoppers, the brand saw explosive growth with a remarkable 235% year-on-year increase on its direct-to-consumer platform. With the brand’s Concentrate product leading the charge among its offerings, Target's shelves are now adorned with various products designed to facilitate effortless cleaning and a healthier home environment.

“The feedback has been incredible, showing us that there is a strong demand for human-safe cleaning solutions,” notes Evans. “People want to clean their homes without compromising their health. Expanding our assortment at Target nationwide enables us to put this belief into action.”

New Product Offerings

1. Laundry Detergent - $14.99: Launched on March 15, this plant-based detergent promises a cleaning experience free of fragrances and harsh chemicals, making it perfect for sensitive skin.
2. Dishwasher Tablets - $14.99: Available from April 19, these microplastic-free tablets were crafted to combat grease and grime, highlighting Branch Basics' commitment to sustainability.
3. Glass Cleaner - $4.99: This new addition to the product line takes cleaning glass, windows, and mirrors to the next level without harmful additives, rolled out nationwide from April 19.

Adding to these new entries, the existing Surface Cleaners priced at $4.99 will see a nationwide expansion as well, offering accessible solutions to everyday cleaning tasks.

Why It Matters

Branch Basics is not just a cleaning brand; it represents a conscious effort towards safer living. As more consumers become aware of the adverse effects of traditional household cleaners—often filled with toxins and chemicals—the shift toward eco-friendly alternatives is accelerating.

As Tim Murphy, CEO of Branch Basics, puts it, “Our goal has always been to make safe and effective cleaning accessible to everyone. This expansion will allow us to make significant strides in empowering households to choose cleaner, healthier options.”

A Movement for Change

As Branch Basics takes this pivotal step, it intertwines its mission with consumer convenience. By situating its products in brick-and-mortar stores like Target, the brand draws in families eager for effective cleaning while caring for their spaces' indoor air quality.

The journey that began due to personal health struggles is now transforming into a significant movement towards simpler, safer living for all. With this nationwide expansion, Branch Basics is on track to change the way people perceive and use cleaning products, creating healthier homes one bottle at a time.

For more information about the new product line and to find a nearby Target store, visit Branch Basics or Target's website. Also, be sure to keep up with the latest news and promotions by following @branchbasics on Instagram.