Get to Know Rosey™ with Thrive Market’s Product Innovator for Home Cleaning

Last Update: February 15, 2023

When you think about cleaning your home, what’s most important to you? 

Chances are, Erin McCarthy, Thrive Market’s Product Innovator for Home Cleaning and Supplies might agree. “In my eyes, cleaning is all about trusting 1) That the product will work, ‘cause no one has time to clean twice, and 2) That the product will be safe for your family and the planet,” she muses. 

McCarthy and her team used this down-to-earth (and good-for-earth) approach when creating Rosey™, Thrive Market’s brand new line of mineral- and plant-powered, planet-friendly cleaning essentials. Rosey™ products are also super affordable, helping you stick to your budget while cleaning up your cleaning supplies. “We wanted to make sure that Rosey™ was accessible to as many members as possible, because everyone deserves to rid their home of toxic, harmful cleaners and replace them with our better-for-you products.”

What are Plant-Based Cleaning Products? 

According to McCarthy,  “Ingredients in cleaning products can either be derived from naturally occurring sources or synthetic sources. For Rosey™, we aimed to formulate our liquid products with the highest bio-based percentage possible.”

According to the USDA, bio-based products are “commercial or industrial products that are composed in whole, or in significant part, of biological products or renewable domestic agricultural materials or forestry materials.”

It may seem unbelievable that natural ingredients can be used for your most difficult cleaning jobs, but the team behind Rosey™ created powerful, natural formulas with deep cleaning powers. “Many of the ingredients in Rosey™ products come from sources such as coconuts, citrus, corn, and soy, and all of our raw materials are ethically and responsibly sourced and are non-GMO,” McCarthy explains. With Rosey, you can replace a large amount of harsh and potentially harmful chemicals with products that are safer for you, your family, and the planet. 

Perhaps even more importantly, there are a few common ingredients you won’t find in Rosey™ cleaning products. Since there is evidence to suggest that many common cleaning ingredients are potential carcinogens, endocrine disruptors, or are simply irritating to the skin, Rosey™ promises: 

  • No Harsh Chemicals 
  • No Synthetic Fragrances
  • No Parabens 
  • No Phthalates
  • Ethical and Cruelty-Free Supply Chains

Q&A with Rosey™ Product Innovator Erin McCarthy 

We spoke to McCarthy to learn more about what sets Rosey™ apart from other cleaning brands. Here’s how the team developed a cleaner cleaning line using powerful, plant- and mineral-based ingredients. 

What are the ingredients that make Rosey™ effective while still adhering to its ingredient standards?

We use a multitude of ingredients in our formulas, but our goal is always to make them as clean, efficacious, and healthy for humans and the planet as possible. 

For our liquid formulas, we always aim for the highest percent bio-based formula possible, and our powder formulas are all mineral-based. We use a lot of ingredients that are easily recognizable, such as citric acid, sodium bicarbonate, hydrogen peroxide, enzymes in our laundry products and we always use 100% natural fragrance. 

Our ingredient standards are exceptionally strict, which definitely limits what products we are able to make, but that should bring comfort to our members as they can know that anything we produce has been thoroughly vetted.

On the flip side, what are the ingredients commonly found in “regular” cleaning products that Thrive Market believes are potentially unhealthy?

A few that are unacceptable on our list are: parabens, phthalates, triclosan, quats, chlorine, formaldehyde, ammonia, and optical brighteners. There are many ingredients that are allowed in cleaning products that are known carcinogens, endocrine disruptors, cause skin reactions, etc., so we make a point not to include those in any Rosey™ products.

How is Rosey™ more sustainable than other cleaning brands?

With Rosey™, our sustainability starts all the way back at the raw materials. We are extremely strict about the ingredients we use to formulate the products. This ensures that we are not using any ingredients that have harmful downstream effects (i.e. that are toxic to aquatic life). 

We are always pushing to make our packaging as sustainable as possible, but many of the new innovations out there are still extremely expensive and we want to still keep our prices accessible to everyone. 

We evaluate all packaging based on recycled content, recyclability, and shipping weight/configuration. Our ideal packaging would be plastic-free, recyclable, lightweight and easily packed so you can fit a high number in transport; however, as we are working towards that goal, we aim for at least recyclability and the highest percentage of post-consumer recycled plastic content available.

Why was it so important to obtain Leaping Bunny Certification for the Rosey™ line? 

Leaping Bunny is a certification that verifies that there is no animal testing throughout the every stage of the supply chain, from raw ingredients to finished products. We are very proud that all Rosey formulated products are Leaping Bunny certified so that our members know that they can expect clean, efficacious products that still stay true to our values.

Clean Up Your Cleaning Supplies with Rosey™

Once the formulas were perfected, the team created a well-tailored lineup of cleaning products to help you tackle your chores across every room in your home. 

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Amy Roberts

Amy Roberts is Thrive Market's Senior Editorial Writer. She is based in Los Angeles via Pittsburgh, PA.

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