Truly Free

Truly Free

Subscription-based, refillable, plant-based cleaning products

Overview

Truly Free sells non-toxic, eco-friendly household cleaners directly to consumers through a subscription service and one-time purchases. Customers get a reusable container on their first order and receive concentrated refill pouches for subsequent deliveries, cutting single-use plastic; products use plant-based ingredients. The company differentiates itself with a mission-driven approach, including items like Dryer Angel hand-sewn by women rescued from poverty and human trafficking, and by donating a portion of profits to social causes. Its goal is to grow a large, sustainably minded brand that protects families and the environment while funding charitable work.

About Truly Free

Simplify's Rating
Why Truly Free is rated
C+
Rated C on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Social Impact

Consumer Goods

Company Size

51-200

Company Stage

N/A

Total Funding

$1M

Headquarters

Traverse City, Michigan

Founded

2015

People at Truly Free

People at Truly Free who can refer or advise you

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Simplify's Take

What believers are saying

  • Revenue surged to nearly $50 million in 2024 from pandemic-driven eco-friendly demand.
  • Self-cancellation and pause features implemented in 2023 increased customer trust and retention.
  • Decentralized Truly Free Market launched as first conscious social commerce platform in 2024.

What critics are saying

  • Branch Basics and Better Life dominate non-toxic laundry market, causing significant subscriber loss.
  • $17.96 per jug pricing is undercut by bulk competitors offering lower cents per load.
  • New marketplace offering verified non-toxic alternatives from multiple brands erodes product exclusivity.

What makes Truly Free unique

  • Pioneered refillable concentrated pouch system significantly reducing single-use plastic waste.
  • Founder Stephen Ezell's mission creates authentic family-safe, non-toxic product philosophy.
  • Social impact model includes rescued women hand-sewing reusable Dryer Angel products.

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Funding

Total Funding

$1M

Above

Industry Average

Funded Over

1 Rounds

Convertible funding comparison data is currently unavailable. We're working to provide this information soon!
Convertible Funding Comparison
Coming Soon

Benefits

Remote Work Options

Growth & Insights and Company News

Headcount

6 month growth

2%

1 year growth

2%

2 year growth

3%
Kristin Sterk
Dec 29th, 2025
An "Amazon" for Low-Tox Products + FREE MEMBERSHIP

An "Amazon" for low-tox products + FREE MEMBERSHIP. You may have seen me post about Truly Free Home, which is a website for ALL non-tox cleaning products that Kristin Sterk use in its home on a daily basis. Well, the mind and developer behind TFH has now created a low-tox platform called TRULY FREE, where ALL brands are checked for clean ingredients, have transparent ingredient lists, and are not greenwashed. It's basically Amazon meets Etsy and a farmer's market, ALL on one site. It'll eventually cost something to get the deals on Truly Free, as they are just getting started, like it now does on Amazon, with a prime membership. But RIGHT NOW, you can get a LIFETIME membership for FREE + you can get a $10 credit to use right away! It takes 1 minute to sign up and no credit card required because there is no catch. It's simply that "free". * No MLM * No Subscription * No Purchase Required * No Monthly Premiums * No Minimums * NO CATCH It's simply FREE to join. A BONUS is that every time you shop, you earn credits back too, which you can spend on future purchases. As a member, you get special perks and sales, simply just by signing up. * Get a LIFETIME membership for FREE. * $10 credit that you can use RIGHT AWAY or wait and you'll still have your LIFETIME membership for FREE, ALWAYS, if you choose not to get something right away. * Takes 1 minute to sign-up and you'll never have to do it again. * Like Amazon, but all products are already tested for clean ingredients. When I heard about this, I immediately signed up because again, there is nothing to lose and this is why I think everyone should sign up. No catch, just simply free, and do it before it costs something. If you have any questions, please don't hesitate to ask me! In case you're curious, here are some of the brands they work with (and many more)...

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