# Diluted Herbal Cleaners The Honest Company's Healthy Cleaning Products Can Be Topped Up with Water By Laura McQuarrie | Published 2015-07-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/healthy-cleaning References: [honest](https://www.honest.com/cleaning/spray-cleaner-concentrate-refills) Although many household cleaning products are branded with healthy cleaning labels, what many consumers fail to realize is that care for the environment goes beyond a bottled formula. Plastic packaging is another huge source of waste, but Jessica Alba's The Honest Company is on a mission to make cleaning a lot less harsh on homes and the planet. With the [Concentrate Refills](https://www.trendhunter.com/trends/concentrated-laundry-product) for the herbal cleaning products, consumers are able to simply replenish the supply of a full-sized bottle by adding a portion of the cleaning product and diluting it with water. This system is used for all of The Honest Company's [healthy cleaning products](https://www.trendhunter.com/trends/leaf-mineral), from floor, bathroom and multi-surface cleaners to stain removers. The Honest Company spells out that some of the benefits of choosing a Concentrate Refill over buying a full-sized product bottle include reducing water consumption, fossil fuel consumption, greenhouse gas emissions and [packaging waste](https://www.trendhunter.com/trends/grove-co-spring-collection). ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 16% | Activity: 22% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Sustainable Cleaning Products:** Disruptive innovation opportunities in this trend include developing new formulas and packaging designs that further reduce environmental impact. - **Concentrate Refills:** Opportunities for disruptive innovation in this trend lie in creating convenient and user-friendly refill systems for a wide range of cleaning products. - **Reducing Packaging Waste:** Disruptive innovation can be found in designing innovative packaging solutions, such as biodegradable or reusable materials, to reduce waste in the cleaning industry. ### Industries Being Reshaped - **Cleaning Products:** Opportunities for disruptive innovation in this industry include developing new eco-friendly cleaning formulas and sustainable packaging solutions. - **Sustainability:** Disruptive innovation opportunities in this industry involve creating new products and solutions for a more sustainable and environmentally friendly future. - **E-commerce:** In the e-commerce industry, disruptive innovation can be found in creating online platforms that offer a wide range of sustainable cleaning products and refill options. ## Related on Trend Hunter - [Plant-Based Surface Cleaners](https://www.trendhunter.com/trends/saje-multisurface-cleaning-refill.md) - [Biodegradable Scent-Free Refills](https://www.trendhunter.com/trends/complete-athome-refill-station.md) - [Powerful Eco-Friendly Cleaning Products](https://www.trendhunter.com/trends/branch-basic.md) - [Refillable Aluminum Cleaning Products](https://www.trendhunter.com/trends/cleancult-2.md) - [Eco-Friendly All-Purpose Cleaners](https://www.trendhunter.com/trends/ecofriendly-allpurpose-cleaners.md) - [Value-Minded Cleaning Products](https://www.trendhunter.com/trends/concentrated-cleaning-product.md) - [Chic Sustainable Cleaning Brands](https://www.trendhunter.com/trends/guests-on-earth.md) - [Aluminum Cleaning Bottles](https://www.trendhunter.com/trends/cleancult-aluminum-bottles.md) - [Powder-to-Gel Washing Liquids](https://www.trendhunter.com/trends/homethings.md)