In the bustling Greenpoint neighborhood of Brooklyn, a converted warehouse houses the headquarters of Clean Cult, a company now valued at $53 million. The exposed brick, reclaimed wood furniture, and abundance of potted plants might seem like millennial décor clichés, but for 34-year-old founder and CEO Taylor Morrison, they represent the authentic foundation of a business built on sustainability principles that have attracted celebrity investors Zac Efron and Kevin Hart.
“I never set out to create a celebrity-backed brand,” Morrison tells me as we tour the facility where natural cleaning products are developed. “I just wanted to solve a problem that bothered me – why do household essentials need to contain so many harmful chemicals and come in single-use plastic?”
That question, posed in Morrison’s small apartment five years ago, has transformed into one of the fastest-growing eco-friendly brands in America. Clean Cult’s plant-based cleaning products, packaged in biodegradable materials, have struck a chord with consumers increasingly concerned about environmental impact.
The company reported $14.3 million in revenue last year, a 217% increase from the previous year, according to data provided by the company and verified through retail distribution reports. Industry analysts at Nielsen have identified Clean Cult as part of a growing “conscious consumer” market segment projected to reach $150 billion by 2026.
“What Taylor has accomplished represents a significant shift in consumer behavior,” explains Dr. Elena Karpova, professor of sustainable business practices at Cornell University. “Millennials aren’t just making purchasing decisions based on price and efficacy anymore. They’re demanding transparency about ingredients, manufacturing processes, and corporate values.”
Morrison’s path to entrepreneurial success wasn’t straightforward. After graduating from Vassar with an environmental science degree, she spent three years at a major household products corporation where she grew increasingly frustrated with the slow pace of sustainability initiatives.
“I was sitting in meetings where executives would talk about ‘greenwashing’ products rather than actually making them sustainable,” Morrison recalls. “That’s when I knew I had to leave and create the alternative I wanted to see on shelves.”
Starting with $50,000 in savings and a small friends-and-family funding round, Morrison developed her initial product line in 2020, focusing on laundry detergent and all-purpose cleaners. The breakthrough came in 2021 when Clean Cult caught the attention of Zac Efron, who had recently produced the Netflix documentary series “Down to Earth” exploring sustainable living practices.
“Zac reached out through Instagram, which I initially thought was a prank,” Morrison laughs. “But he was genuinely interested in what we were doing and eventually invested $1.2 million in our Series A round.”
Efron’s involvement brought additional visibility, helping the brand secure distribution deals with Target and Whole Foods. Kevin Hart joined as an investor in 2023, bringing the company’s total funding to $17.5 million.
“Celebrity endorsements can be powerful, but they’re not magic,” notes Marissa Feinberg, founder of Triple Bottom Line Consulting. “What Clean Cult has done well is leverage that star power while maintaining authenticity. Consumers can detect when a brand partnership is forced versus when it aligns with genuine values.”
The company’s success comes amid a broader shift in how millennial and Gen Z entrepreneurs approach business building. According to the Small Business Administration, environmentally-focused startups founded by millennials have a 23% higher five-year survival rate than traditional businesses in similar sectors.
“There’s a misconception that sustainable businesses are charity projects or that they can’t be profitable,” Morrison explains. “We’ve proven that addressing environmental concerns can be economically viable. Our margins are competitive with traditional products, and our customer retention rates are actually higher.”
Clean Cult’s growth hasn’t been without challenges. Supply chain disruptions during the pandemic threatened the company’s commitment to domestic manufacturing. Larger competitors have launched competing “green” product lines with significantly larger marketing budgets.
“The big players are definitely noticing what we’re doing,” Morrison acknowledges. “But I believe our advantage is credibility. We were built on these principles from day one, not adding them as an afterthought.”
Industry analysts agree. “Clean Cult represents the kind of business model that legacy brands find difficult to replicate,” says James Montgomery of Retail Market Partners. “They’ve created a community around their products that goes beyond transactions. Their customers are evangelists because they feel part of a movement.”
Looking ahead, Morrison has ambitious plans. The company will expand into personal care products later this year and is exploring international markets, particularly in Europe where regulations on chemical ingredients are stricter.
“Success for us isn’t just about revenue growth,” Morrison emphasizes as we conclude our tour. “It’s about proving that business can be a positive force for environmental change.”
As I leave Clean Cult’s headquarters, I notice something telling: Morrison’s office isn’t some isolated executive suite but a modest desk on the main floor surrounded by her team. It’s perhaps the clearest symbol of how this millennial CEO is rewriting the rules of business success – building a multimillion-dollar company without sacrificing the values that inspired it in the first place.
