Aside from the bulging biceps of Mr. Clean, the home care category had little sensuality to offer. On the sustainability front, natural alternatives to heavy-duty bleach oftentimes failed to deliver the same powerful cleaning properties as their mainstay alternatives. Fragrances were limited to Pine-Sol or eye-stinging citrus—in short, little luxury to be had. New contenders in the market are looking to change that, with eco-conscious creations that visually elevate the genre to chic new heights.

Homecourt, founded by Courtney Cox and Sarah Jahnke (former Head of Marketing for Viktor&Rolf and Proenza Schouler Fragrances at L’Oréal), includes dish soap, surface cleaner, and room deodorants in four complex scents—the sweet and smoky leather Cece, the full-bodied floral Steeped Rose, uplifting citrus scent Neroli Leaf, and aromatic green fragrance Cipres Mint—created by Jerôme Epinette, the nose behind plenty of Byredo’s bestsellers, among other industry accolades. Ingredients include scenting agents like upcycled rosewater, skin-friendly ingredients such as glycerin in dish soap to moisturize hands, and coconut-derived degreaser to clean naturally. Bottles and boxes are made with 100% post-consumer recycled (PCR) materials, while formulas are free from phthalates, foaming agents, and detergents. “Collectively, we seek good health, good habits, and wellness routines that make us feel like we are putting our best foot forward—so why not extend that philosophy into homecare?” Cox states in her founder’s mission.