From Europe to the US green cleaning products clean up

For consumers looking to lower their carbon footprint, sellers of cleaning concentrates in zero-waste and reusable packaging are cleaning up with investors.

Just this week, Blueland announced that it had raised $20 million to add to its not insignificant cash haul to wipe the floor with cleaning competition. And there are lots of competitors.

Last year, the European cleaning products company Everdrop was on the receiving end of investors' largesse. Raising its own round of roughly $21 million and setting up a trans-Atlantic battle for the conscious consumer and they're cleaning habits.

Still, formulation is everything and newer entrants are coming to challenge the two early entrants in the consumer cleaning market.

Australia's Happy Human has a clean offering for the land down under and beyond. And in Berlin, Atmo Home is trying to beat Everdrop at its own game (full disclosure: FootPrint Coalition has a personal connection to the Atmo Home team through its Chief Editor).

"There is a lot to be proud of — we have been the first to bring the tablet form factor to market across a range of cleaning products, from hand soaps to spray cleaners to laundry and dish soaps. That has enabled us to become the leading cleaning brand that uses no single-use plastic across all of our products," Blueland co-founder and chief executive Sarah Paiji Yoo told TechCrunch.

Eco-friendly disposable laundry detergent company Dropps, which has raised around $20 million for its own cleaning product may have something to say about that.

No matter which way it's scrubbed, providing cleaner ways to clean that use less plastic packaging and rely on less wasted water moving in big packaging that requires its own massive carbon footprint in trucking and hauling is a sponge for investment dollars.