Clean is the New Dirty
By Marji Keith & Chris Joseph
It’s time for a paradigm shift in how we think about the word “clean.”
What could possibly be wrong with clean, you ask? Here’s the thing: when we dive into how toxins mess with our mitochondria, our microbiome, and our hormones, a completely different picture emerges.
Turns out what we thought was clean? It’s not clean. At all. And it’s way worse than dirty.
And here’s the real kicker: you get to toxic by cleaning. Yeah, it’s more of a cruel irony than a paradigm shift.
The “Clean” Paradox
The very things we use to “clean” are loaded with toxins. Some of which we literally spray into the air as we scrub away. So as we clean, we’re breathing in poison.
Think about it: if you eat a little dirt, you might get a belly ache. You might get sick, but you’ll recover. Commonly we say that kids should eat some dirt to improve their gut microbiome. Adults too, perhaps? So maybe there are even some positive side effects. But we don’t know of any positives to breathing in Lysol or air fresheners.
But if you regularly eat residue from bleach on your dishes, regularly absorb hormone-disrupting chemicals from dryer sheets through your skin, and breathe in the Pinesol you use on your dining room table each time you clean it? Don’t even get us started on anti-microbial gels to clean your hands. Over the long run, these daily doses of “clean” are really, really, well… dirty. It might take a while, but they are causing illness. And in this case we’re talking about chronic diseases, including cancer.
Clean doesn’t always mean safe. And it definitely doesn’t always mean healthy.
The Kitchen Sink Standoff
At our respective houses, there’s an ongoing tension at the kitchen sink.
On one side: high-powered, mainstream detergents like Cascade Platinum that make dishes sparkle like diamonds.
On the other: natural, less-toxic cleaners like Ecover or Branch Basics—gentler on your body and the planet—but they occasionally leave dishes looking less than Instagram-perfect.
It’s not just dish soap. It’s:
• Windex versus vinegar
• Bleach versus hydrogen peroxide
• That “fresh linen” Febreze versus cracking a window
The everyday trade-off: a flawless finish, or a lighter toxic load?
What “Clean” Really Costs
Many people point to the shinier, lemon-scented result and say: “See? That’s cleaner.” They see the less-than-perfect results of trying toxin-free dish soap and say, “Well, that didn’t work—we have to switch back.”
Do we really?
Those industrial-strength cleaners are loaded with ingredients that cause real harm:
• Phthalates and parabens disrupt your hormones
• VOCs like formaldehyde damage your lungs
• Synthetic fragrances burden your liver with chemicals it was never meant to process
These aren’t rare cases—they’re standard formulations sold in every grocery store aisle.
Meanwhile, those “less effective” products don’t leave a mirror shine, but they don’t leave chemical footprints either. They might require more elbow grease. They might not annihilate every bacterium on your toilet seat.
But they also don’t saturate your home with toxins under the illusion of safety.
The bigger question isn’t whether there’s spinach stuck to your fork. It’s whether “clean” should mean visually flawless—or physiologically safe.
The Smell of “Clean” is Actually Toxic
We’ve been conditioned to believe “clean” has a certain smell. Bleach. Pine. “Ocean breeze.”
That’s just branding.
Clean doesn’t have a smell. Or if it does, maybe it smells like vinegar. Or lemon essential oil. Or the absence of an artificial chemical cloud.
Your Indoor Air is Dirtier Than You Think
Here’s something that’ll blow your mind: the air inside most homes is more polluted than outdoor air.
Why? Because of the very products we associate with freshness:
• Candles
• Air fresheners
• Dryer sheets
• Plug-ins
• Scented sprays
These don’t “clean” the air—they mask it while pumping synthetic chemicals like benzene, formaldehyde, and limonene into your breathing space.
According to the Environmental Working Group, many air fresheners contain chemicals linked to asthma, allergies, hormone disruption, and even cancer. And manufacturers aren’t required to list them all.
“Fragrance” on a label can represent hundreds of hidden ingredients—some trade secrets, others straight-up toxic.
That lemon-fresh scent wafting through your laundry room might smell like childhood nostalgia, but it’s more likely endocrine disruption in disguise.
Redefining Clean
We’re not advocating for moldy showers or sticky counters. We’re advocating for a more honest definition of cleanliness—one that values health over high-gloss illusion.
One that doesn’t prioritize sparkle or scent over safety.
So the next time you reach for Lysol spray, toss a Tide Pod into your washer, or light a Glade candle, ask yourself:
What are you really cleaning—and what are you releasing into the air you breathe?
Ready to make the switch to truly clean products? Start small. Pick one product—maybe your dish soap or all-purpose cleaner—and swap it for a non-toxic alternative. Your mitochondria will thank you.