Brands for a Better World · 2026-06-12 · 14 min
Kristin Fracassi, founder & CEO of Root & Splendor, and Alecia Nelson, the COO, share the origin story of a premium non-toxic laundry detergent and stain remover - developed by a mom of four who went down a rabbit hole on natural product ingredients and didn't like what she found. Kristin talks about working with formulation chemists and enzyme scientists, the moment when lab results confirmed her product matched the efficacy of big-name brands, and why full ingredient transparency is a non-negotiable for the brand. Alecia shares what it's like to join a brand she watched grow from the dream stage, and what's on the horizon with a new kitchen product line built to the same uncompromising standards. They wrap up by reflecting on how Naturally Network has opened door after door after door. Takeaways : Root & Splendor makes premium, fully non-toxic laundry detergent and stain remover formulated with 100% plant-based ingredients, scented with natural essential oils, and priced at about 33 cents per load.
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