Counter Culture

Counter Culture makes home and personal cleansers composed of probiotic lactic acid bacteria cultures and scented with real essential oils. These beneficial bacteria produce bio-detergents and odour-fighting compounds for effective all-natural cleaning and also help create an ecosystem of good bacteria that inhibits the growth of pathogens.

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We’ve moved on from the days when “bacteria” always equalled “bad”. Good bacteria have been getting a lot of attention for their role in digestive health, but they have plenty of other roles, too – and Counter Culture’s mission is to make probiotics available as home cleaning and bath & body products. They’ve developed a balanced mixture of 13 different strains of lactic acid bacteria that are incubated for a full month as they produce natural...

Behind the brand

In 2010 after leaving their corporate careers in Sydney, Becky and Huw embarked on the next chapter of their lives in the idyllic Northern Rivers. With a mission to make the world a nicer and cleaner place they decided to start a household cleaning brand that embodied their personal values around sustainability and strong ethics. This dream materialized into SimplyClean in 2012. Originating from (very) humble beginnings, with Huw even distributing products directly from his car, Simply Clean has grown impressively. Proudly based in Lismore, Simply Clean makes all their cleaning products locally, with a signature scent derived from the nearby harvested lemon myrtle essential oil, along with other native Australian essences like blue mallee eucalyptus and native lime. Simply Clean truly capturing the essence of a brand built on community values and a passion for sustainability.