We curate safe, non-toxic essentials for your home and family — so you never have to second-guess what comes into your space.

Shop now

What customers are saying

4.88 ★ (69)
Verified

Where would you like to begin?

  • Looking to reset your home with safer cleaners?

    Our Clean Home Starter Set includes four everyday cleaning essentials to help you switch to safer, non-toxic products with ease.

    Shop the Set 

  • Expecting a baby or caring for a newborn?

    Our Clean Baby Starter Set brings together three gentle essentials for baby's bath, skin and feeding — thoughtfully chosen for the earliest days.

    Shop the Set 

  • Struggling with stains on your little ones' clothes?

    Our Baby & Kids Laundry Set combines a powerful stain remover with a gentle detergent designed for baby and children's clothing.

    Shop the Set 

  • Feeling overwhelmed by all the clean living advice out there?

    Start with our free Essential Clean Living Guide for Families, where we share the most important swaps families make when welcoming a baby or raising young children.

    Get the Guide 
1 4

Most Loved by Families

These are the products families reach for most often — trusted essentials for everyday use.

1 6
Shop Best Sellers

Shop by Category

You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean You Focus on the Love, We Focus on the Clean

The Essential Clean Living Guide for Families

Choosing safer products for your home and family can feel overwhelming. Our free guide walks you through the most important clean swaps families make when welcoming a baby or raising young children — so you know where to focus first.

Inside the guide, you'll learn:

  • The everyday products babies and young children are most exposed to
  • The first clean swaps most families choose to make
  • What to look for (and avoid) when reading ingredient labels
  • Trusted brands that meet our standards
Get the Free Guide

Free download • No spam • Unsubscribe anytime

How TGC was started

"When I became a first-time mother, I found the search for truly safe products for my baby overwhelming—hours of research, conflicting information, and hidden ingredients made it difficult to know what to trust. On top of that, I had to buy from multiple sources just to get the clean products I wanted. It was exhausting. I wished there was a one-stop shop where someone had already done the hard work for me, so I could shop with confidence and peace of mind. That’s why I created The Generation Clean—to make safe, non-toxic living simple and accessible for families in this part of the world."

- Shu Fen, Co-Founder of The Generation Clean

Learn more