The Better Matrix

A science-backed, joy-forward guide to choosing products that actually work, are safe for your family, and made with care for the planet.

What is truly Better?

In a world full of greenwashing, fear tactics, and endless product claims, it’s hard to know what’s actually safe, effective, or worth your money. We get it—busy people don’t have time to decode labels or dig into ingredient lists.

That’s why we created The Better Basics Matrix™—a no-nonsense framework that helps you evaluate what’s really worth bringing into your home. It’s based on what real people told us they care about most: performance, safety, joy, and conscious production.

We use it to guide every product we launch, recommend, or even retire. Because “clean” should mean more than buzzwords—it should mean better for you, your family, and the future.

The Better Basics Matrix: 4 Simple Standards

1. Performs with Purpose

“If it doesn’t work, it’s not worth it.”

• Science-backed, innovative ingredients proven to clean, nourish, or protect.

• Delivers high-performance results, tested for real-life messes and busy folks.

• Prioritizes functional active ingredients over cheap thickeners, foaming agents, or synthetic slip.

• Always non-toxic, with strict avoidance of known or emerging concerns (e.g. PFAS, parabens, phthalates).

• Evaluated using trusted databases like PubChem, EWG, Yuka, Whole Foods’ “Unacceptable List”, and emerging science on ingredient safety.
  
  

2. Protects Your Health (+ the planet)

“Good for you means good for your family and mama earth.”

• Transparent, easy-to-understand ingredient lists.
  

• Free from known allergens, irritants, endocrine-disrupters or carcinogens

• Made with plant-based or biotech-derived ingredients, not petroleum byproducts, plasticizers, or silicones.
  

• Packaged in materials that are reusable, refillable, or easily recyclable.
  

• Certified cruelty-free.
  

• Meets or exceeds safety and ethical standards from third parties (EWG Verified, Made Safe, etc.)
  
  

3. Sets a High Vibe

“Your essentials should make you the ordinary, extraordinary.”

• Designed to look beautiful in your space—counter-worthy and joy-creating.

• Thoughtfully scented to set a mood: calm, energized, refreshed, or grounded.
  

• Simplifies daily life—no clutter, no chaos, just easy choices that feel good to use.
  
  

4. Consciously Made

“The way it’s made matters just as much as what’s inside.”

• Packaged with sustainable, low-waste materials and minimal shipping impact.
  

• Sourced from local or regional partners whenever possible to reduce footprint.
  

• Created by brands that care: women-owned, BIPOC-led, 1% for the Planet, certified B Corps, or those committed to social impact.

• Participates in give-back programs or circular economy models.