TOverview
Truly Free is a direct-to-consumer cleaning brand that provides non-toxic, plant-based household products through a subscription model and one-time purchases. The system starts with a reusable container, followed by concentrated refill pouches in each delivery to cut plastic waste. Its offerings include laundry, kitchen, and bathroom cleaners, plus items like Dryer Angel, a reusable alternative to dryer sheets, which is hand-sewn by women rescued from poverty and human trafficking. The company differentiates itself with its mission-driven approach, refill-based packaging, and social impact programs that fund charitable projects while aiming to scale a sustainable, family-safe brand.
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About Truly Free
Industries
Company Size
51-200
Company Stage
N/A
Total Funding
$1M
Headquarters
Traverse City, MI
Founded
2015
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Simplify's take
What believers are saying
- May 1, 2026 Lavender Everyday Cleaner launch broadened the refillable lineup.
- Amazon listings on November 8, 2026 showed 1,949 detergent reviews and steady demand.
- TikTok Shop hit roughly $250,000 monthly sales after creator-led launches, boosting discovery.
What critics are saying
- BBB logged 10 complaints in three years, including eight in the last 12 months.
- Costa v. Truly Free Inc. filed February 2, 2026 targeted its marketing claims.
- If regulators attack its non-toxic claims, the brand loses credibility and marketplace traffic.
What makes Truly Free unique
- Stephen Ezell built Truly Free around refillables, eliminating 20 million bottles by 2026.
- The 2023 Truly Free marketplace now lists 8,000+ conscious-living products.
- Its direct-to-consumer and marketplace mix spans home care, beauty, pets, and supplements.
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Funding
Total Funding
$1M
Above
Industry Average
Funded Over
1 Rounds
Benefits
- Remote Work Options
Growth & Insights and Company News
6 month growth
-1%1 year growth
4%2 year growth
4%TikTok Shop launch strategy: how truly Free Home went from $0 to $250K a month. administrator A TikTok Shop launch strategy for a brand with zero sales comes down to three things: products that show a visible result on camera, a creator commission high enough to get noticed, and a lot of creator videos early. Truly Free Home used that playbook to go from no TikTok Shop to roughly $250,000 in monthly sales in about three months. Corin Prystal, who leads TikTok Shop and Amazon for the brand, broke down the whole process with Ian Sells in a JoinBrands interview. If you are new to the platform, start with how to sell on TikTok Shop. What did truly Free Home do in the first 90 days? 1. Picked products that film well. Laundry and dishwasher detergent were the best sellers on Amazon. Corin launched with five products she could demonstrate instead, like a wrinkle release spray. 2. Set a 30% commission. Most brands offer 5 to 10%. On TikTok Shop, 90% or more of sales come from creators, so the offer has to stand out. 3. Got 100 videos per product. She ran one JoinBrands campaign per product alongside TikTok's own affiliate collaborations. Creators bought the product, posted, and built the listing's purchase count at the same time. 4. Hired by sales, not followers. Her baseline is about $2,000 in creator GMV. The sweet spot is smaller creators doing roughly $5K to $100K a month. They are hungrier and post more. 5. Moved the best creators to retainers. Creators whose content worked got asked to post several times a week, including lives. Briefs stayed loose: a one page guide per product with branded hashtags and a few content types to try. No micromanaging. For more on vetting, see how to find top GMV TikTok creators. What content sells on TikTok Shop? Transformation videos. A creator sprays a wrinkled shirt and smooths it out. Another soaks a dingy pillow in OxyBoost and pulls it out white. Both went viral, more than once. Some winners are a surprise. A three pack of loofah sponges meant as a gift with purchase went viral six weeks after a creator posted it. It is now the brand's top TikTok Shop product and sells over 1,000 units a month. Is a TikTok Shop launch strategy worth it if it isn't profitable yet? Corin treats TikTok Shop as customer acquisition first. Profit shows up on other channels: For every $1,000 sold on TikTok Shop, the brand sees $2,000 to $3,000 on Amazon. Branded search terms in Amazon Brand Analytics went from 9 to 59 within weeks. About 80% of TikTok winners also win as Meta ads once repurposed. Corin's cold start roadmap. Frequently asked questions. How long does a TikTok Shop launch take? Plan for four to six grueling weeks. Truly Free Home saw products take off within about six weeks of going live. What commission should a new TikTok Shop brand offer? Start high. Corin recommends 30% open commission and 25% ad commission, then lowers it once sales build. No. Smaller creators doing $5K to $100K in monthly GMV tend to post more and engage better than the largest accounts. Launch your TikTok Shop with creators who post. Start at joinbrands.com/brands and follow JoinBrands on Instagram.
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)...
"Only visionary leaders will help you build a plane as you fly it," said Stephen Ezell, CEO and founder of Truly Free Market and Truly Free Home. "Patricia joins us at a pivotal time as we reimagine conscious commerce for the next generation."
Top-performing retail subscription merchants offer consumers more crowdsourced information about product quality than their bottom-performing counterparts, suggesting that offering this information could play a key role in merchant success.By the NumbersThe latest installment of the Decision Guide series by PYMNTS Intelligence, “The Retail Subscription Features That Make Top-Performing Merchants,” drew on a survey of 188 retail subscription merchants. It examined the relationship between loyal customers and merchant revenues to understand the best practices to expand this lucrative group of consumers.According to the study, 83% of top-performing merchants offered product ratings and reviews as part of their subscription services. In contrast, only 30% of bottom-performing merchants provided this feature. The difference suggests that the inclusion of product ratings and reviews plays a role in the success of retail subscription businesses.A Deeper DiveThese kinds of reviews and ratings only drive success if they are reliable. The PYMNTS Intelligence study “The Replenish Economy: A Household Supply Deep Dive” drew from a September survey of more than 2,000 U.S. consumers, It found that inaccurate or misleading ratings and reviews can contribute to consumers hitting unsubscribe, especially scheduled delivery and auto-fill subscribers.“At the end of the day, it’s about trust,” Alex Brown, president of sustainable cleaning supplies subscription firm Truly Free, told PYMNTS in May for the series “Tough Questions: Retaining the Selective Subscriber of 2023.Establishing that trust can go a long way toward building long-term loyalty.“Consumers will continue to expect satisfying eCommerce experiences that are seamless, smooth and trustworthy,” Vindicia Head of Customer Success Meena Srinivasan told PYMNTS in an interview in February
Top-performing retail subscription merchants offer their customers the option to take a step back, while merchants that do not provide this kind of flexibility tend to struggle.By the NumbersThe December installment of the Decision Guide report, “The Retail Subscription Features That Make Top-Performing Merchants,” a PYMNTS Intelligence and sticky.io collaboration, drew from a survey of 188 retail subscription merchants in September. It examined, among other matters, how various features relate to merchants’ performance.The results revealed that offering consumers flexible options is strongly linked to subscription providers’ success. For instance, 100% of top-performing merchants offer the option to pause or skip, while only 20% of bottom performers do the same.A Deeper DiveFlexible plan options are increasingly becoming table stakes. PYMNTS Intelligence and sticky.io’s study released last month “The Replenish Economy: A Household Supply Deep Dive” revealed that three-quarters of retail subscription merchants allow existing subscribers to change their plans whenever they would like.Alex Brown, CEO of sustainable cleaning supplies subscription firm Truly Free, noted to PYMNTS’ Karen Webster in a conversation for the series “Tough Questions: Retaining the Selective Subscriber of 2023,” that offering this kind of flexibility is vital to establishing strong relationships with customers.“Allowing people to see that they can pause or cancel or have this full control over their subscription is what delivered more trust,” Brown said in May. “At the end of the day, it’s about trust.”In the same conversation, sticky.io CEO Brian Bogosian discussed the different kinds of flexibility that consumers are coming to expect.“Flexibility is key,” he said. “Flexibility to not only be able to cancel, but to pause, replace products, move to a different tier, as much flexibility as can be provided … extends that customer’s lifetime value.”
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About Truly Free
Industries
Company Size
51-200
Company Stage
N/A
Total Funding
$1M
Headquarters
Traverse City, MI
Founded
2015
Truly Free is Hiring for 1 Jobs on Simplify!
Find jobs on Simplify and start your career today
Don't see your dream role? Check out thousands of other roles on Simplify.Browse all jobs