SimplyGood: From a mission to rescue waste to a passion for reducing single-use plastics

SimplyGood is a sustainable consumer brand reinventing the homecare & cleaning industry, founded by a homegrown entrepreneur; Mr. Jeremy Lee (29) in 2021. SimplyGood is a successful spin off from his previous venture UglyGood he cofounded in 2017 which focuses on turning fruit waste into products such as cleaning agents, essential oils, and animal feed. UglyGood has since been acquired. SimplyGood aspires to replace the hefty plastic bottles of household cleaning detergent by their ecologically and space friendly plant based 'cleaning tablets'. Importantly, SimplyGood produces the dehydrated cleaning tablets using only non-toxic plant-based ingredients. Traditionally, when a consumer buys a bottle of household cleaning agent, they are paying for a single use plastic bottle, a solution that contains 96% water and the cost of transporting a plastic bottle filled mainly with water - this is highly carbon & resource inefficient. By compressing all the active ingredients into a dry based cleaning tablet, SimplyGood can encourage consumers to reuse their existing plastic bottle that have been bought previously and utilise readily available tap water at home. The tablets are 300x smaller & 200x lighter than a regular 500ml bottle of liquid cleaning solution. A SimplyGood cleaning tablet will dissolve in 500ml of tap water and make a bottle eco-friendly plant-based cleaning solution from home. As such they were able to maximise resources while also significantly cutting down on carbon footprint incurred from shipping plastic bottles & water.

• Social enterprise
• Environmental sustainability