Our Story
We’re on a Mission to Make Clean Living Sustainable
Naturali was born from a simple question asked in a grocery aisle: why does cleaning your home have to produce so much plastic waste?
How Naturali Began
Celine and Chris founded Naturali with a mission to tackle the problem of climate change that the world is facing today. The idea came about one evening when they were shopping at the grocery store and were struck by the amount of single-use plastic waste generated by household detergents — and the harm it was causing the planet.
They were disappointed by the lack of effective and affordable sustainable options in the market. Inspired to make a change, they committed to creating high-quality, eco-friendly products that not only benefit the environment but also have a positive impact on society.
Their goal is to promote sustainable living by encouraging people to make small changes that will have a big impact — starting with something as everyday as doing the laundry.
Better for You. Better for the Community. Better for the Planet.
Everything we do is guided by three core principles.
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Better for You
Natural ingredients are the foundation of our products. We carefully select and source ingredients that are gentle on the planet and safe for you and your loved ones — free from harsh chemicals, SLS, and unnecessary fillers.
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Better for the Community
With every purchase, you help make a positive impact — supporting elderly tissue sellers, single mothers, and vulnerable members of our community. We also donate 10% of our profits towards coral reef restoration and reducing marine plastic waste in Asia.
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Better for the Planet
We’re committed to reducing our environmental footprint by eliminating single-use plastic packaging, minimising waste in shipping, and developing products that deliver powerful results without the environmental cost of traditional detergents.
Meet the Team
Driven by a passion to make sustainable living affordable and accessible for everyone.
Celine
Co-Founder & Customer Experience
Celine ensures that all product information is clear and easy to understand. She enjoys finding solutions to any issues that may arise and loves sharing research findings with the Naturali community on Instagram.
Chris
Co-Founder & Head of Innovation
Chris spearheads the development of new ideas and drives change. He consistently explores novel approaches to home cleaning, identifies manufacturers that align with our principles, and ensures our products remain both sustainable and affordable.
Our Vision
To leave the world in a better state than we found it — restoring the planet while lifting up the communities around us.
Our Mission
To make sustainable living accessible to everyone — one eco-friendly product at a time.
Our Purpose
At the heart of our business is the belief that we can make a real difference — offering great value to customers and supporting those who need it most.
Our Commitment to You
Shop With Confidence
Our small team is wholeheartedly committed to giving you the best experience. Here’s what you can always expect from Naturali:
- ✅ 100% money-back guarantee
- ✅ Free shipping for orders over $40 within Singapore
- ✅ Worldwide shipping at affordable rates
- ✅ Fast order processing within 24 hours
- ✅ Safe and secure checkout
- ✅ Easy and hassle-free returns
Meet LaLa — our polar bear mascot and reminder of why we do what we do.
Clean like Nature Intended
Our Ingredients
Powerful cleaning performance from plant-based ingredients — no harsh chemicals, no synthetic fragrances, no compromises.
The Best of Both Worlds
Our products are carefully formulated to deliver exceptional cleaning performance using only plant-based, natural ingredients. No synthetic fragrances. No harsh chemicals. Just effective, eco-friendly cleaning that’s safe for your family and kind to the planet.
We believe transparency matters. Below you’ll find exactly what goes into each of our products — nothing hidden, nothing to hide.
What’s Inside Our Products
Eco Laundry Sheets & Floor Sheets
- Plant-based Enzymes
- Coconut Oil Surfactant
- Aqua
- Vegetable Glycerin
- Polyvinyl Alcohol (biodegradable)
- Citric Acid
- Natural Essential Oil
Contains 44% USDA certified biobased content. Readily biodegradable per OECD 310D.
Reusable Swedish Dishcloth
- 30% Recycled Cotton
- 70% Wood Pulp Cellulose
100% natural materials. Fully compostable at end of life. Replaces up to 17 rolls of paper towels.
Making a Difference with Every Clean
Our Impact
At Naturali, we believe that by making small changes, we can make a big impact. Every purchase supports people in need and helps protect our planet.
Environment
Making a Change for Our Planet
We partner with the Garden City Fund’s Plant-A-Coral, Seed-A-Reef Programme to enhance marine biodiversity, providing habitat for marine organisms to grow and reef fish to seek refuge in Singapore’s coastal waters.
We also work with Seven Clean Seas to remove plastic from the ocean, contributing to their goal of recovering over 10,000,000 kg of plastic pollution from the world’s most plastic-polluted countries.
With every Naturali purchase, 10% of our profits go directly towards coral reef reforestation and marine plastic reduction in Asia.
Join Us in Making a Difference
Together, we can build a cleaner and more equitable world — one clean at a time. Every purchase you make contributes to real, measurable change.