New household essential brands cater to young adults

When it comes to purchasing household necessities (e.g., cleaning supplies, toilet paper), only 43% of Millennials consider themselves loyal to brands in this category. As such, new players are entering this space and seizing the opportunity to earn their support. These brands cater to young adults by offering transparency, affordable prices, and convenient purchasing models.  


Smartly, the newest addition to Target’s owned brands, offers more than 70 household items, including dish soap, razors, and plastic sandwich bags at low prices; most items are under $2 and all are under $12. In addition to affordability, the line is also aimed at young adults by selling the products in small quantities—as Millennials don’t want to be tied down by possessions, and those living in cities tend to have little space, Smartly addresses their modern needs and lifestyle preferences. The line also takes their aesthetic preferences into account with items sold in clean and colorful yet minimalist packaging.


Society is a membership marketplace for non-toxic home essentials, costing $99 annually for access to premium personal care and cleaning products that come in artistic packaging. Using a direct-to-consumer model, all of Society’s items cost approximately half as much as typical non-toxic items. Moreover, as people often hide home essential items under their sink, Society seeks to reimagine this category so that they want to display these products in their homes. Several artists inspired the design, with packaging featuring bold colors, shapes, and patterns. The company is currently raising awareness on Indiegogo, offering backers a lifetime membership at a reduced cost, as low as $45/year.


Online marketplace Brandless disrupted the CPG space when it launched last year, offering everyday items for under $3. Since then, the company has launched “Pop-Ups With Purpose,” where people can sample its high quality yet affordable goods and participate in community events tied to the company’s values. After a successful run in Los Angeles earlier this year, Brandless is bringing a similar concept to NYC’s Meatpacking District from October 24-November 4. The space is intended to activate all five senses while showing off its 300+ products; for instance, visitors can partake in tasting menus, visit a beauty lounge, and get the first glimpse at its newest products.