Hi, We're Good Natured Brand
We make Freshener Powder, Laundry Powder, All-Purpose Cleaner and Odor Eliminators with natural ingredients, in scents you'll actually look forward to. Made in the USA.
- New scents drop all the time
- Lemon Love
- Lavender
- Orange
- Mahogany Coconut Bliss
- Magnolia
- Warm Vanilla
- Mandarin
- Champagne Cheers
- Lime Sorbet
How We Got Here
A Little Sprinkle. A Growing Story.
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It Started at Home
Sarah and Emily wanted a home that smelled amazing, without the harsh stuff. So they made their own.
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Then Came the Sprinkle
A simple ritual for fresher carpets, rugs, and couches: sprinkle, wait, vacuum.
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More Rooms, More Scents
From laundry to everyday cleaning, our family of products kept growing.
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Today
2 Million Homes Later
Still made in the USA. Still finding new ways to make home smell wonderful.
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2M+
happy customers
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11
scents and counting
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4.8★
average rating
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0
flames required
Pick a Mood
Fragrance That Elevates the Everyday
How do you want your home to feel today? Tap a mood and meet your scent. New ones land often, so check back.
Essential Collection
Uplifting
Lemon Love
Fresh, bright citrus with a clean sunny energy feel.
Shop Lemon Love
Essential Collection
Calming
Lavender
Soft floral calm with a clean grounding finish feel.
Shop Lavender
Essential Collection
Energizing
Orange
Sweet, cheerful citrus with a bright welcoming lift.
Shop Orange
Essential Collection
Radiant
Mandarin
Sweet, sunny mandarin with a warm, glowing finish.
Shop Mandarin
Essential Collection
Refreshing
Lime Sorbet
Zesty lime with a cool, refreshing sorbet-like burst.
Shop Lime Sorbet
Signature Collection
Elegant
Magnolia
Blooming magnolia with soft jasmine and gentle musk.
Shop Magnolia
Signature Collection
Exotic
Mahogany Coconut Bliss
Smooth coconut warmth with a cozy and creamy finish.
Shop Mahogany Coconut Bliss
Signature Collection
Comforting
Warm Vanilla
Rich vanilla and jasmine with soft musky warm notes.
Shop Warm Vanilla
Signature Collection
Glamorous
Champagne Cheers
Soft celebratory notes with a warm, elegant finish.
Shop Champagne CheersEssential scents use essential oils. Signature scents are finished with light fragrance.
A Day in a Good Natured Home
Fresh From Morning to Weekend
Little routines, big difference. Here's how our lineup fits into a normal day.
Morning
The Coffee Sprinkle
Shake some onto the living room rug while the coffee brews. Vacuum on your way out, and come home to bright, clean citrus.
- Living room rug
- Freshener Powder
- Pair with: Lemon Love
Midday
Laundry Day
Towels, sheets, gym clothes. One scoop of Laundry Powder takes on stains and odors and leaves everything smelling clean.
- Laundry room
- Laundry Powder
Afternoon
The Car Reset
Sprinkle on the floor mats, let it sit while you grab lunch, then vacuum. Goodbye, gym bag smell.
- Car floor mats
- Freshener Powder
- Pair with: Lime Sorbet
Evening
The Wind-Down
Freshen the bedroom rug after dinner and vacuum before bed. A soft, calm room to land in.
- Bedroom rug
- Freshener Powder
- Pair with: Lavender
Weekend
Company's Coming
Wipe the counters with All-Purpose Cleaner, sprinkle the couch and entryway rug, done. Your home smells like you planned it all along.
- Kitchen and couch
- All-Purpose Cleaner
- Pair with: Champagne Cheers
Real Talk
Sorry, Candles.
A candle scents the air near the wick. We freshen the stuff your home is actually made of.
| A Candle | Good Natured | |
|---|---|---|
| What it freshens | The air near the wick | Carpets, rugs, couches and cars |
| Odors | Covers them up | Neutralizes them |
| Open flame | Yes | Never |
| Babysitting | Don't leave the room | Sprinkle and go |
| Scents | One at a time | A whole lineup, and growing |
We still think candles are cute. They just can't do the vacuuming.
What's Inside
The Good List and the Nope List
The Good List
- Natural ingredients
- Essential oils in our Essential Collection
- Biodegradable formulas
- Made in the USA
The Nope List
- Dyes
- Parabens
- Open flames
Shop the Lineup
Fresh From the Floor to the Laundry Basket
Freshness for every corner of your home, from the rug to the laundry basket.
Certified
Certified to Feel Good About
Sustai Verified
Our products meet trusted health and sustainability standards, reflecting thoughtful ingredient choices and responsible environmental practices so you can shop and clean with confidence.
EWG A-Rated
Our products earn top marks for ingredient safety, meeting strict health standards so you can clean with confidence.
Follow Along
Join the Good Natured Home
Scent pairings, freshening tips, and real homes from our community.
Questions About Good Natured Brand
What does Good Natured Brand make?
We make products that keep your home fresh and clean, made with natural ingredients: our Freshener Powder (also known as our carpet deodorizer) for carpets, rugs, upholstery and more, plus Laundry Powder, All-Purpose Cleaner Concentrate and Odor Eliminators.
Where are Good Natured Brand products made?
Our products are made in the USA.
What is the difference between Essential and Signature scents?
Essential scents use essential oils. Signature scents are finished with light fragrance, for when you want your home to smell a little more noticeable.
How often do you launch new scents?
Often. We add new scents throughout the year, so check our Freshener Powder page to see what is new.
How do I use Freshener Powder?
Sprinkle it on a dry carpet, rug or compatible fabric surface, let it sit, then vacuum. Spot-test a small hidden area first and follow the directions on the pack.
Is Freshener Powder a good alternative to candles?
It does a different job. A candle scents the air while it burns. Freshener Powder freshens the carpets, rugs and upholstery that hold onto everyday odors, with no open flame.
What certifications do your products have?
Our products are Sustai Verified and EWG A-Rated. You can read more about both in the certifications section on this page.
How did Good Natured Brand start?
It started at home, when our founders Sarah and Emily wanted a home that smelled amazing without the harsh stuff. Over 2 million customers later, that is still the idea.
More Than a Carpet Deodorizer.
Freshener Powder, Laundry Powder, All-Purpose Cleaner and Odor Eliminators, for every room, every fabric and every load. Find the scent that feels like home.