Houston-based AlEn USA launched a new eco-friendly line of household cleaning products, Art of Green Multipurpose Cleaners, aimed at democratizing green cleaning for everyday users. Art of Green is 98% naturally derived and available in three product formats: a multipurpose cleaning spray, multipurpose wipes and a concentrated refill. The new product line offers consumers a safe, affordable and high-performing natural cleaning alternative that’s priced for everyday use.

The non-toxic formula of Art of Green cleaners are tough on dirt, grease and grime, hypoallergenic and dermatologically tested formula, made with natural essential oils that provide a pleasant aroma and are a USDA-certified Bio-based product.

Available in two scents, Lavender Eucalyptus and Citrus and White Flowers, the wipes are available in a 35-count container.

The green category is growing, with 4.7 million consumers purchasing green products for only one year or less and 56% of all U.S. primary household shoppers purchasing natural and organic products in at least one category, according to a recent Kantar Retail study.

“For consumers seeking a green, yet affordable, approach to household cleaning, Art of Green sets the standard for effective, nature-based cleaners,” says Tanu Grewal, head of marketing for AlEn USA. “We’re aiming to bridge the accessibility gap for consumers who have already ‘gone green’ or are eager to try their first green product but are wary of sacrificing efficacy. Art of Green does just that with uncompromising performance and everyday affordability.”

AlEn USA is committed to sustainable environmental practices for producing Art of Green and many of its household cleaning products. With the Uumbal project in Mexico, AlEn sustainably grows its own high-quality raw materials, without imports or deforestation, by planting millions of pine and palm trees.

Art of Green products are currently available for purchase at HEB grocery stores in Texas and select retailers in California.