From the earth, for the earth
People, planet, and profit — in that order, and never at the expense of each other.
About Us
Clean you can feel good about
Rooted in africa. Trusted by homes across the world
A gap in the market. A product that didn't exist yet.
Grounded was founded by two sisters - Megan and Alison - both Stanford graduates who developed a shared conviction after living in East Africa: the continent deserved better products.
Megan, a manufacturing professional with deep roots in wellness, made the observation that started everything. In East Africa, you could buy cleaning products everywhere - but safe ones, made from natural ingredients, that actually worked? Almost impossible. Safe alternatives either didn't exist locally or cost far too much for most families to consider.
With her background in production manufacturing and years of entrepreneurial experience across the region, Megan developed the first Grounded formulas herself - using ingredients grown right here on the continent.
Alison joined as co-founder, bringing a decade of experience in agriculture and global health across East and Southern Africa. For her, building a line of safer products that supported African farmers and improved health outcomes wasn't a compromise between values and work. It was exactly the point.
That was 2017.
Today, Grounded makes 50+ home and personal care products and is trusted by households across Kenya, Uganda, Tanzania, Rwanda and soon the world.
We never set out to be a niche brand. We set out to make clean feel good - for every family.
"Our mission is to be the trusted brand for non-toxic cleaning products that are safe for humans and the environment, powered by African-grown ingredients."
Why we do this
We live in a world full of things we didn't choose to be exposed to.
Modern life comes with an invisible chemical load - in the air we breathe, the food we eat, the water we drink. A significant part of that load comes from inside our own homes: the products we use every day to clean, wash, and care for the people we love.
Most conventional cleaning products contain compounds linked to hormone disruption, respiratory irritation, skin sensitisation, and indoor air pollution. They work - but at a cost that rarely appears on the label.
We believe families shouldn't have to choose between a clean home and a safe one. And we believe that taking control of what comes into your home - choosing products you can trust, made from ingredients you can trace - is one of the most meaningful things you can do for the people in it.
That feeling of control? That's what we mean when we say clean feels good.
Africa is one of the most biodiverse and agriculturally rich regions on earth. Yet for generations, raw materials have left the continent as commodities — unprocessed, undervalued, someone else's finished product.
At Grounded, we manufacture close to our supply chains - which means farms, forests, and coastlines. Baobab, coconut, sunflower, and canola oils, citrus peels, moringa, and essential oils: these aren't exotic imports for us. They're local. They're grown by farmers and suppliers we know. And turning them into world-class products on African soil means the value stays here.
We also deliberately hire women in STEM roles and young people from underemployed backgrounds. Not as a programme - but as a practice. Every department is led by a woman. 80% of our team is under 35. This is what it looks like when you build a business that takes Africa's human capital as seriously as its natural capital.
How we make it
Our goal is simple: to make the most defensibly non-toxic products in the world - that actually work.
Full transparency, always
We disclose 100% of what's in every product. Every ingredient is checked against the international databases before it goes anywhere near a formula. If it doesn't pass, it doesn't go in - full stop.
We don't use SLS, SLES, synthetic fragrances, parabens, phosphates, or any of the compounds routinely found in conventional cleaning products. And we tell you exactly why.
Grown here. Traceable to the farm.
80% of our ingredients come from African farms — baobab, sunflower, canola, and coconut oils, lemongrass, moringa, eucalyptus, tea tree, rosemary. We know where they come from because we work directly with our suppliers.
85% of our packaging is sourced locally, including our 100% post-consumer recycled plastic, made in Kenya.
A factory that smells good
Our production facility in Magana, Nairobi runs on solar power. No chemical fumes, no smoke stacks, no harsh solvents. We went back to the tradition of making real soap - not detergents. Humans discovered soap nearly 4,000 years ago, on this continent. It's still one of the most powerful and sustainable cleaning molecules available.
When visitors come to the factory, the first thing they always say is: "It smells amazing in here." That's the point.
Close the loop
We recycle all paper waste with Chandaria, plastic with Mr. Green Africa, and organic waste with InsectiPro. We take back all our packaging for re-use or recycling, and we run refill stations across Nairobi.
This isn't a sustainability initiative. It's how the factory runs every day.
Our Values
What we believe shapes everything we make.
Authenticity
In our ingredients, in our relationships, and in what we're genuinely trying to build - no greenwashing, no shortcuts, no fine print.
Value addition in Africa
Africa's soils, farms, and forests are world-class raw materials - our job is to make sure more of the finished product stays on the continent too.
Powered by women
Every department is led by a woman, and we actively hire women in STEM and young people from underemployed backgrounds - because talent is everywhere, and opportunity should be too.
End-to-end non-toxic
From the ingredient we source to the packaging it ships in, we hold the entire chain to the same standard: if we wouldn't want it in our own home, it doesn't exist in ours.
Productive good vibes
The factory runs on solar power and good music — because the way we work is part of what we make.
Certified B Corporation
We hold ourselves accountable - not just to our customers, but to the planet.
B-Corp certification means we've been independently verified to meet the highest standards of social and environmental performance, transparency, and accountability. It's not a marketing badge — it's an audit.
We measure our environmental footprint, our packaging recyclability, our employment practices, and our community impact.
We don't just say we're clean. We can prove it.
