Eden McCracken started to wonder, “Why isn’t cleaning beautiful?”
https://www.newbeauty.com/blog/dailybeauty/10672-safe-cleaning-services/
After a 20-year
career as an educator and advisor in the cosmetics and fragrance industry, Eden
McCracken started to wonder, “Why isn’t cleaning beautiful?”
That was the
beginning of a business idea—or as she says, taking something so necessary and
turning it into something with a big emphasis on beauty and style.
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Last year,
she launched
Heavenly Clean, a luxury cleaning company that harnesses the power
of aromatherapy, staging and safety (nontoxic formulas are a big focus) via a
team of hand-selected home stylists. It’s a mix the company thinks completely
changes the process, the results and the entire protocol of typical
housecleaning.
“I wanted to
make cleaning beautiful, to take it from a chore to a pleasure,” she says. “So,
I took the best elements that I knew from working within the worlds of beauty,
fashion and hotels and created a luxury service for the home and business. I
took the codes of couture—identifying the most essential elements, making them
exquisite and highly stylized through using extreme quality and
craftsmanship—and applied them to cleaning.”
“To me, it’s
not cleaning; it’s styling an atmosphere.”
McCracken
calls her approach a “curated” one and the company has several points of
differentiation from the standard. For starters, the home-stylists don’t just
clean, they slightly rearrange, similar to how the cleaning staff at a hotel
does. “They are educated in the protocol of luxury hotels, and trained with
incredible technique so they have the know-how to make your home sparkle.”
Then there’s
the
aromatherapy factor (the company can customize personal scents for each
client), which McCracken says is a game-changer.
“Aromatherapeutic
cleaning has an effect on your
bio-mechanics. So that means your house or
environment looks great, but the real magic is through the sensory intake, how
it feels and smells, it has a positive effect your emotions, your mind and
body.”
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As part of
the process, McCracken gets to know her clients, then she makes suggestions to
amplify or balance their home, taking their surroundings into account.
“When I ask
my clients what they like they usually say something fresh. When I share that
rich scents can smell clean too, it opens up a new conversation. I am surprised
to notice my clients requesting the rose scent. It has a softness and warmth to
it. I think they correlate that with the idea of a serene home,” she says. “I
like to recommend a sensory balance. One of my clients wanted something fresh
because he lived at the beach. At the beach you also have plants and trees. When
I pointed that out, he was intrigued. He tried the lavender-pine, which is
aromatic and wood, and it created a very nice compliment for his home to the surrounding water.”
“I think it
is really exciting to align a mood with an atmosphere. It's interesting when you
have different scents designated to different rooms, such as bright citrus or
florals for kitchens, and more woodsy or spicy elements for the living rooms. You
can change how you
feel by walking into different rooms.”
“When it
comes to smell, everything is personal. Simply put, scent is an association.”
Lindsey
Boyd, cofounder of
The Laundress, an eco-friendly line of detergent, fabric
care and home-cleaning products, agrees that this idea of caring more about
cleaning products is big right now, but it’s part of an overall shift in how
we’re looking at pretty much everything as a whole.
“Our company
looks at it like a holistic lifestyle. People care more about what they’re
putting in their body, washing their face with and what’s in their home,” she
says. “It’s definitely a ‘trend,’ but it’s not something that’s going away.”
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“I think
that traditionally the eco-market in the
cleaning space had a bad reputation in
the sense that people knew it was better for them, but it wasn’t working or
cleaning as well as the more toxic chemicals. But now it’s more, ‘Just because
it’s eco, it has to still work.’ People are looking at ingredients and efficacy
as well. Again, just like they would look at a face cream, your cleaning
products and what you are caring for your linens with is an extension of
beauty.”
Boyd also agrees
that something as simple as cleaning can play a big part in your day-to-day
life. “It’s not just replacing your old surface cleaner with a new one, but
evaluating the experience in your home overall, product by product. You can
have a better experience in how you’re cleaning your sweaters or how you’re
cleaning your bathroom.”
What’s more,
the idea of “cleaning” is now out in the open. “The laundry room is no longer
in the basement, it’s in a room now. People don’t hide their cleaning products
under the sink anymore because they’re an eyesore—it’s OK to have them next to
your soap on the sink because they look great and smell great.”
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