Flora

RetailNew York, United States51-200 Employees

At Good Natured Brand, our mission is to revolutionize clean living with natural, innovative solutions that put the health of families and pets first, delivering powerful results, safe ingredients, and irresistible freshness. Born in the pine-scented air of Maine and inspired by a mother’s love, we craft plant-based products that keep homes fresh, clean, and safe for kids, pets, and the planet.

From our best-selling Carpet Deodorizer to a growing line of pet and family-safe home care essentials, Good Natured Brand has reached millions of households and built a loyal community of good natured customers. With over 200M social media impressions, we continue to redefine what “clean” really means.

Backed by over $9M in funding from leading Silicon Valley investors including Lux Capital, Correlation Ventures, and Gokul Rajaram, our parent company Flora has assembled a world-class team from Goldman Sachs, Google, L’Oréal, Amazon, and Walmart, combining deep operational expertise with AI-powered innovation.

At Good Natured Brand, we believe in creating a cleaner, healthier world. Join us as we bring nature back into every home, one product at a time.

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