Our Story

At Branch Basics, our mission is simple: to help people live healthier lives by removing products with harmful chemicals from their homes.

From right-to-left: Allison, Marilee, and Kelly posed with their spouses and children.

Our Story

At Branch Basics, our mission is simple: to help people live healthier lives by removing products with harmful chemicals from their homes.

From right-to-left: Allison, Marilee, and Kelly posed with their spouses and children.

Our Beginning

Our story is personal, shaped by three experiences of healing and transformation that proved how life-changing a truly clean, safe home can be.

  • Marilee posed with a bottle of Branch Basics Concentrate Marilee posed with a bottle of Branch Basics Concentrate

    Marilee's Journey

  • Allison posed with a bottle of Branch Basics Concentrate Allison posed with a bottle of Branch Basics Concentrate

    Allison Finds Hope

  • Kelly posed with a bottle of Branch Basics Concentrate Kelly posed with a bottle of Branch Basics Concentrate

    Kelly's Wake Up

  • Marilee posed with a bottle of Branch Basics Concentrate Marilee posed with a bottle of Branch Basics Concentrate

    Marilee's Journey

  • Allison posed with a bottle of Branch Basics Concentrate Allison posed with a bottle of Branch Basics Concentrate

    Allison Finds Hope

  • Kelly posed with a bottle of Branch Basics Concentrate Kelly posed with a bottle of Branch Basics Concentrate

    Kelly's Wake Up

Our Journey

2008

The Summer That Changed Everything

Years of Allison’s chronic health struggles led us to spend a summer with her aunt Marilee, who had spent decades studying environmental toxins. While living there we experienced the power of removing products with harmful chemicals. This simple concept transformed our lives, and we wanted to share it with the world.

River in Hunt, Texas; surrounded by trees and greenery
Location pin icon Hunt, Texas
Blue folding chairs on a wooden deck with clothes scattered around; image contained within a frame to look like a stamp.
Marilee, Allison, and Kelly sitting at an outdoor table with food and drinks, smiling; image contained within a frame to emulate the look of a polaroid.

2012

Branch Basics is Born!

When we told people of our experience at Marilee's, they would ask, “Where do I start creating a healthy home?” Through her own healing journey, Marilee knew that cleaning products were some of the most toxic products in our homes, so we set out to change that.

Allison and Kelly sitting on large white cylindrical containers in front of a building entrance.
Branch Basics cleaning products on a shelf; image contained within a frame to emulate the look of a polaroid.

2017

Hello, Hero Formula

Through the startup rollercoaster, we stayed focused on what mattered most: a truly human-safe, effective formula. We created a first-of-its-kind concentrate with ingredients gentle enough for even the most chemically sensitive.

Revolutionizing homes!
Torn piece of paper with text listing features of the Branch Basics Concentrate, including being Human-safe, Third-party tested, Effective, and Economical
White flower with a yellow center
Branch Basics Concentrate bottle

2021

Started New Product Innovation

Years of customer requests led to product expansion into dish, laundry, gel hand soap and more.

Technical drawing of a bottle with dimensions labeled
Laundry production day!
Wooden scoop filled with Branch Basics Laundry Detergent

2022

Building Our Team & Community 

Location pin icon Minneapolis, MN
Branch Basics employees posing for a group-photo outdoors with trees in the background
Kelly, Allison, and more of the Branch Basics team sitting together; image contained within a frame to look like a stamp.
Circular Branch Basics logo on a cream-colored background

2023

Introducing Toss the Toxins™

We launched our online Toss the Toxins course based on 3+ decades of Marilee’s experience helping clients heal. Our goal is to help people remove harmful products and build a healthier home with confidence.

Take Our Free Course
Mocked-up webpage for the Toss The Toxins course displayed on a laptop screen.
Illustration of cleaning products in a box with #TossTheToxins text.

2025

Big Mission, National Spotlight

A true “pinch us” moment: sharing our mission on national television! Millions of viewers were able to hear how safe, simple cleaning can transform lives.

Watch Our Segment
NYC! February 2025
Marilee, Allison, and Kelly laughing together while holding a clapperboard; image contained within a frame to look like a stamp.
Circular sticker with '3rd Hour Today' text and orange arches on a cream-colored, circular background

2025

Human-Safe Cleaning Hits the Bullseye

Branch Basics officially hit Target shelves, making it more accessible than ever for families to choose human-safe cleaning. And we’re just getting started!

Shop At Target
Four bottles of Branch Basics cleaning products on a wooden surface with a neutral background.
Allison, Marilee, and Kelly in Target holding cleaning products branded Branch Basics; image contained within a frame to look like a polaroid.
Illustration of a red Target shopping cart with a Branch Basics Concentrate bottle inside.

Human-safe is our promise.

From day one, we’ve committed to creating products made with ingredients you can trust: no fragrances, no harsh chemicals, no compromises. Because a truly healthy home starts with what you bring into it.

Allison, Kelly, and Marilee walking along a path by a lake with trees in the background

Human-safe is our promise.

From day one, we’ve committed to creating products made with ingredients you can trust: no fragrances, no harsh chemicals, no compromises. Because a truly healthy home starts with what you bring into it.

Allison, Kelly, and Marilee walking along a path by a lake with trees in the background

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