For Immediate Release
Founded by a chronic illness survivor who made 47 hospital visits in 21 years, Ecolosophy challenges the cleaning industry's biggest lie: that toxic chemicals are necessary for a clean home.
SOUTH FLORIDA, June 2024 — Contact: [email protected]
Ecolosophy, a non-toxic cleaning concentrate brand founded by entrepreneur Italo Campilii, today announced its public launch with a mission to help 1 million American families eliminate toxic chemicals from their homes — and to prevent 100 million plastic bottles from reaching the ocean.
The company's flagship product, an All-Purpose Cleaning Concentrate, makes more than 100 spray bottles of cleaner from a single bottle, replaces dozens of conventional cleaning products, saves 42.75 lbs of CO₂ per unit purchased, and contains zero synthetic fragrances, artificial preservatives, or hidden fillers. Every ingredient is published, explained, and verifiable at ecolosophy.com.
The launch arrives as the $15.7 billion U.S. home care market faces a reckoning. According to consumer research, 71% of shoppers now read ingredient labels before purchasing cleaning products — a shift driven largely by Gen Z and Millennial parents who grew up with Yuka, Think Dirty, and Bobby Approved. Yet despite this demand for transparency, the majority of cleaning brands still shield their formulas behind "proprietary blend" and "fragrance" designations that can contain hundreds of undisclosed chemicals.
The story behind Ecolosophy is not a business origin story. It is a health story.
Italo Campilii spent 21 years living with Crohn's disease — a chronic autoimmune condition characterized by severe inflammation, painful flares, and, in his case, 47 separate hospitalizations. The standard medical approach focused on managing symptoms through medication. Campilii began asking a different question: what environmental factors were contributing to his body's chronic inflammatory state?
The answer led him under the kitchen sink.
The synthetic fragrance compounds in conventional cleaning sprays, the quaternary ammonium compounds (quats) used as disinfectants, the chlorine bleach byproducts, and the undisclosed preservatives widely present in mainstream cleaning products are all now associated in peer-reviewed research with respiratory irritation, endocrine disruption, and immune system stress. None of Campilii's physicians had ever mentioned cleaning products as a contributing factor to his condition. The cleaning industry had spent decades marketing its products as the solution to household germs — while quietly leaving out what those products were doing to the people breathing them.
"I made this for my family first. I just realized every family deserves it. I spent two decades looking for an answer in hospitals. The answer was in my cleaning cabinet the whole time."
— Italo Campilii, Founder, Ecolosophy
Campilii co-founded Ecolosophy with a team that includes a PhD scientist specializing in environmental chemistry and formulation, and a group of parents who had reached the same conclusion he had: the safest cleaning products on the market still weren't safe enough. They began formulating what would become the All-Purpose Cleaning Concentrate in small batches, testing every iteration against their own family's daily cleaning needs, until they had a product that delivered real cleaning power without a single synthetic chemical.
The All-Purpose Cleaning Concentrate addresses two overlapping crises simultaneously: the toxin problem and the plastic problem.
The average American household cycles through 30 or more cleaning product bottles per year. The vast majority are single-use plastic containers — purchased, emptied, and discarded, often into a recycling stream that cannot actually process them. The United States generates an estimated 30 billion plastic cleaning product containers annually. Most end up in landfills or oceans.
Ecolosophy's concentrate format collapses that waste into a single bottle. One unit of All-Purpose Cleaning Concentrate, diluted according to the included guide, yields more than 100 full spray bottles of cleaner. That is 100 plastic containers that never get manufactured, purchased, or thrown away. At scale — 1 million homes — the math becomes the mission: 100 million fewer plastic bottles entering the waste stream.
Market Opportunity
$15.7B
U.S. home care market
Uses Per Bottle
100+
spray bottles per concentrate
CO₂ Saved
42.75 lbs
per bottle purchased
Retail Price
$49.95
replaces $300+/yr in cleaners
Ingredients
8
all plant-derived, all published
Label Readers
71%
of U.S. consumers now read cleaning labels
The U.S. home care market generates $15.7 billion annually, dominated by legacy brands — Procter & Gamble, Reckitt, Church & Dwight — that built their market positions before ingredient transparency was a consumer expectation. The rise of ingredient-transparency apps, social media scrutiny of "fragrance" disclosures, and a generation of parents who research everything before buying has created a structural opening that entrenched brands are poorly positioned to fill.
Early competitors in the non-toxic cleaning space — Grove Collaborative, Blueland, Branch Basics — have validated the category but have each made compromises that Ecolosophy has not: synthetic fragrances still present in some products, contract manufacturing at scale that introduces supply chain opacity, or pricing models that penalize the customer who needs the product most.
Ecolosophy's concentrate-only model creates a unit economics structure that is difficult for competitors to replicate. One bottle at $49.95 delivers more than $300 of equivalent cleaning coverage in conventional single-use formats. That math — real, provable, verifiable — is the core of every customer conversation.
Ecolosophy is launching through a direct-to-consumer channel at ecolosophy.com, with Amazon and selective wholesale partnerships to follow. The brand's founding members program — which offers early access, exclusive discounts, and direct engagement with the founding team — has been the primary acquisition vehicle during pre-launch. Founding members receive a lifetime discount and are named as co-owners of the mission, not just customers.
"We don't think of our early customers as customers. They're founding members of a movement. They made a decision to stop participating in the toxic cleaning status quo before most people knew there was one. That matters. We intend to honor it."
— Italo Campilii, Founder, Ecolosophy
The company's expansion roadmap includes a toxin-free laundry concentrate, a dish soap concentrate, and a bathroom-specific formula — all built on the same transparency-first, plant-derived formulation standard as the All-Purpose Concentrate. Each product will be released with a full ingredient disclosure and environmental impact breakdown.
Ecolosophy was founded in South Florida by Italo Campilii after 21 years and 47 hospitalizations with Crohn's disease led him to investigate the direct relationship between environmental toxins and chronic inflammation. The company makes small-batch, plant-based cleaning concentrates with complete ingredient transparency. Its mission is to detoxify 1 million homes and prevent 100 million plastic bottles from reaching the ocean. Every product's formula is published in full at ecolosophy.com. Ecolosophy ships nationally.
Website: ecolosophy.com
Social: @ecolosophy (Instagram, TikTok)
Tagline: Clean With Love
Media Contact
Press Team · Ecolosophy
Email: [email protected]
Press Page: ecolosophy.com/press
For interview scheduling, product samples, founder availability, and high-resolution photo assets, contact [email protected]. Response within 24 hours.