Kaden Mower • Sisel International

Household cleaning products are experiencing a major shift from what consumers once wanted versus what they want in today’s market. For decades, the industry was defined almost entirely by performance: the ability to cut through grease, banish stains and sanitize surfaces. While effectiveness remains essential, today’s shoppers demand more. Safety, sustainability and transparency now influence purchasing decisions. Consumers have a growing awareness of ingredient safety, environmental impact and the role brands play in supporting healthier lifestyles.

This broader perspective has been part of some companies’ DNA from the beginning. Decades ago, my father Tom Mower Jr., and my grandfather Tom Mower Sr., founded Sisel International with a mission to provide healthier and safer alternatives for families and communities. They anticipated many of the concerns that are now mainstream. That focus on responsibility alongside performance reflects the new standard for household care. It’s a standard where cleaning power gets paired with conscientious development.

The Consumer Lens

Shoppers today look for more than a quick clean. They want products that reflect their lifestyle values. These values include being safe for children and pets, formulated without harsh chemicals and developed with respect for the environment. Ingredient lists, sustainability claims and corporate responsibility influence how a product is judged. At the same time, growing skepticism toward “greenwashing” made consumers more discerning. Many consumers seek verification through third-party testing, certifications or detailed transparency from brands.

This shift shows that trust is now just as important as performance. Sisel International’s family-first philosophy, which is rooted in the founder’s mission to create healthier solutions, mirrors these priorities. By emphasizing safety and efficacy together, the company’s approach reflects the kind of values modern consumers increasingly demanding across the household cleaning category.

Innovation in Action

Advances in formulation science make it possible for household cleaners to achieve high performance without relying on the harsh ingredients of the past. Bio-based surfactants, natural solvents and mineral-based antimicrobials are among the tools helping companies create products that are both effective and responsible. Multipurpose and concentrated formats have also gained momentum, offering consumers versatile solutions while reducing packaging waste and environmental impact.

SiselStrong Concentrated Household Cleaner illustrates how this innovation is taking shape in practice. Designed as a multipurpose cleaner, it can be used across kitchens, bathrooms and general surfaces. It minimizes the need for multiple specialty products. Its formulation emphasizes safer alternatives while maintaining the strength consumers expect. It reflects the industry-wide push toward products that simplify routines, lower chemical load and support sustainability.

By combining scientific rigor with a focus on responsibility, innovations like SiselStrong help redefine what effective cleaning looks like in today’s marketplace.

Extending Responsibility Across the Home

The movement toward responsible cleaning is no longer confined to surface sprays or all-purpose products. Across the industry, companies are rethinking entire product portfolios to ensure consistency in sustainability and safety. Biodegradable laundry detergents are addressing concerns about waterway pollution and fabric sensitivity. And plant-based dishwashing liquids are designed to cut grease without leaving behind harsh residues.

Sisel International approached its household range in a similar way, carrying the same principles behind SiselStrong into products such as Vibrant Laundry Detergent and AseptiClean Dish Soap. This consistency reflects a broader market trend; consumers seek cohesive solutions that support both efficacy and well-being, rather than piecemeal options.

By aligning product development across categories, brands can reinforce consumer trust and demonstrate that responsibility is more than a feature, it is a guiding principle.

Remaining Challenges

Despite clear progress, the household cleaning industry faces several hurdles. Ingredient sourcing remains one of the most pressing. Bio-based surfactants, natural solvents and biodegradable active ingredients often carry higher costs or supply chain limitations, making large-scale adoption difficult. Regulatory complexity adds pressure. Standards for what qualifies as “eco-friendly” or “non-toxic” vary across global markets.

On the consumer side, skepticism remains. Shoppers question sustainability claims, remain wary of “greenwashing” and many still assume natural products cannot match the performance of conventional cleaners. Addressing these perceptions requires not only continued innovation but also clear communication backed by science.

For companies striving to balance efficacy and responsibility, these challenges are real but not insurmountable. They underscore the importance of consistent transparency, rigorous testing and education alongside product development.

Looking Ahead: Redefining Effective Cleaning

The household care market is moving toward a new standard where cleaning products are evaluated as much for their impact on people and the planet as for their ability to deliver visible results. Success will depend on companies maintaining this balance, proving that performance and responsibility are not opposing forces but complementary goals.

Sisel International, founded on the principle of creating healthier solutions for families, reflects how mission-driven innovation can align with these expectations. By emphasizing efficacy while reducing chemical burden, companies like Sisel demonstrate what the next generation of household care can look like.

The path forward will be defined by products that earn trust through transparency, achieve results through science and resonate with consumers through shared values. It all sets a new benchmark for what “clean” truly means.

About the Author

Kaden Mower grew up in the Sisel business that his father Tom Mower Jr. and his grandfather Tom Mower Sr. built. Kaden’s role includes product research, development, marketing, and sales. He is involved in every step of the product development process, from concept through in-house production and go-to-market strategies. He aims to create products and experiences that will change lives for the better.