North 24th Home is on a mission to help families care for their homes, care for their wellbeing, and care for one another.  We create safe, nontoxic household cleaning essentials that capture the nostalgia and joy of Saturday morning cleaning.

Cleaning is essential to maintaining a safe home. Unfortunately, many of the common household cleaning products on the market (including the "clean ones") are filled with toxins that can cause harm to our health and well-being. The Environmental Working Group reports that more than 2,000 cleaning products on the American market contain harmful chemicals that are linked to serious health problems like asthma, cancer, and reproductive toxicity -- health problems that many of our communities know all too well.

We've created safe, yet effective, household cleaning products made with ingredients that families can trust to clean their homes without causing harm. Household cleanliness is a top priority for us so we've formulated products that get the job done and get it done well -- using natural, plant derived ingredients that effectively remove dirt and grime without compromising one's health.

BUT WE'VE GONE A STEP FURTHER 

For many of us, our homes are more than just the brick and mortar that makes up the physical structure. Our homes are made up of our history, our stories, our memories, our lineage, and our traditions. And we believe it is important to care for the fullness of our homes.

That's why we pair each of our products with intentionally curated cleaning playlists that transform cleaning from a routine task to a joyful experience for families to connect, create memories, and care for one another - much like I experienced in my home.

Although we know our products can find a home away from home in the millions of homes across the US, we have been intentional in creating a brand that represents a large customer segment that is not currently represented in the cleaning aisles of most retailers. We are literally and figuratively filling white space by centering the Black home.

The Black family is often overlooked in mainstream branding and marketing. But did you know that the Black consumer over-indexes in household essentials spending? That's because, for many of us, our homes exist as our safe place in which we can retreat from a world that does't always see us, protect us, and honor us. And we deserve a brand of products that value our homes, value our families, and value our well-being.

According to Mintel's Black Consumers Culture & Community report, 77% of Black adults report that family is amongst the most important value for them and health comes as a close second. As a brand we are rooted in family and wellness and aim to ensure that Black families feel cared for, protected, and seen. North 24th Home is about more than just cleaning -- it's about celebrating the Black home, elevating stories of the Black home, and preserving cultural traditions like waking up on Saturday morning, putting a record on, and cleaning the house from top to bottom with the entire family.

My name is Toria Edmonds-Howell and I am the founder and CEO of North 24th Home. I grew up in a little brick house on North 24th Street where Saturday mornings meant waking up, pressing play, and cleaning the house from top to bottom with my family. And although I have so many joyful memories associated with Saturday morning cleaning, I do not miss the headaches and nausea that resulted from the toxin filled products that were staples in my household -- that is why I've made it my mission to create products that allow families to care for their home, their well-being, and one another.

North 24th Home has a goal of entering mass-retail. And although the journey to store shelves is long (and expensive), I know that I can bring this dream into reality with the continued support of my community. I've been working HARD. Like really, really hard. I recently graduated from Target's Forward Founders accelerator program, completed the Caress x I Fund Women's crowdfunding accelerator, and I am currently participating in Goldman Sachs' One Million Black Women program, all while making, bottling, labeling, and packing every single order we've received. And did I mention I have a full time job as well?! 

Your support will help North 24th Home streamline and automate many of our processes so we can get more products into homes (and retail shelves) across the nation. Your support will also help us launch our refill system so you can recycle and reuse your beautiful North 24th Home bottles (while being kind to our greatest home, Earth).

Thank you for taking time to learn more about North 24th Home and for supporting our efforts to change the way families care for the fullness of their homes. We see you. We honor you. We appreciate you. Welcome to the North 24th Home family.

Credits:

Video cover photo by Terell Artis @_eyeofagiant

Video filmed by Will Roye @123agency

Product photos by DeAudrea Sha Aguado @richmethods and Courtney Jones @courtneyj804

Video location: The Haus on Market @thehausonmarket