Counter Culture began as a reaction to the toxic chemicals I wanted to eliminate from my home. The journey began more than ten years ago when my 3-year-old daughter managed to lock herself in the bathroom at my sister’s NYC apartment. She was found safe, (after a very dramatic few minutes culminating in the super taking the door off the hinges) but with spots down the front of her dress from a bleach cleaner she had managed to find under the sink and open. 

Right then, I began searching for a way to clean, really clean, without the stuff that can poison our children and damage the environment. I had tried green cleaners in the past, but eventually gave up and reverted to mainstream because they just didn’t work very well. And, many of them, though less toxic, still had 20+ ingredients and were made from chemicals in a lab. 

My search led me to some scientists who had been doing groundbreaking work with bacteria. They were brewing bacteria like you would brew kombucha to create a product that contained live bacteria and biosurfactants. They were making it for a livestock farmer who wanted to reduce the chemicals his animals were exposed to. It turns out his pigs were healthier, and his cows had less infections once he ditched the chemicals. I thought, if it can clean an actual pigsty, surely it can clean my countertop!

We’ve been working with the scientists at SCD Probiotics ever since, road testing our formulas back in Australia, and creating Counter Culture products that are completely safe, work great, and smell ten times better than grandma's potpourri. 

Besides the fun fact that when you use our product, you literally clean your counter with cultures, we named our brand because we are challenging the status quo.


We believe that most cleaning products could be doing more harm than good. Our home’s have a rad ecosystem of organisms that protect us. We believe that killing 99.9% of bacteria gives us a false sense of security because bacteria begins to repopulate surfaces almost immediately. Our products replace toxic chemicals with good bacteria and the beneficial compounds they create to EFFECTIVELY clean. 

We created Counter Culture as a rallying cry for those who don’t always buy into what big companies are selling. For the questioners, status-quo challengers, activists and advocates, whatever you are fighting for, whatever meaningful change you’re trying to create, you are not alone. We are with you and so are millions and millions of bacteria.


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