Our mission is to make the cleaning industry more sustainable, equitable, and inclusive.

By making the best, zero waste kitchen and home essentials that clean and leave the world cleaner.


Sqwishful™ started with an optimist who loves to clean but hates that most cleaning products pollute our planet.

Read what inspired our founder, Jenn Tsang, to make eco-friendly, kitchen and home essentials.

An optimist who loves to clean, Jenn Tsang is also the founder and CEO of Sqwishful.

Call it Sqwishful Thinking, but we're here to change the cleaning industry.

We believe sustainable living starts with inspiration, and what inspires us most are ordinary things that remind us that every day is a clean start.

For a deeper look at our commitments, read about our sustainability goals.

Earth icon

We promise we'll:

Protect our earth

With biodegradable, compostable, and carbon-saving products and packaging.

Care for our health

Because with healthy communities comes a healthy, thriving planet.

Create change

By collaborating with others to inspire a culture of positivity, sustainability, and inclusivity.

A popped up, Sqwishful sponge with hand-drawn trees growing on it

Let's be the change we sqwish to see.