Grounded is a women-run manufacturer creating over 50 non-toxic home and personal care products.
Founded in 2016 by sisters Megan Root and Alison Root, Grounded has grown into one of Kenya’s standout homegrown brands in the eco-friendly products space. Built on a simple but powerful idea, that clean should feel good and do no harm, the company is transforming how households approach cleaning and personal care.
Its range of products includes everyday essentials such as laundry powder, dishwashing liquid, foaming hand wash, fabric softeners, room sprays, and a specialised baby care line designed for sensitive skin.
What sets these products apart is their formulation: they are made using natural, African-grown ingredients, avoiding harsh chemicals like chlorine bleach, synthetic fragrances, and unnecessary fillers.
This commitment to clean formulations is matched by a strong sustainability ethos. Around 95% of Grounded’s raw materials are sourced locally from Kenyan farmers, aligning with the “Buy Kenya, Build Kenya” movement and supporting local agricultural value chains. The products are biodegradable, grey-water safe, and designed to minimise environmental impact—making them suitable for households looking to reduce their ecological footprint.
Packaging is another area where Grounded stands out. The company uses 100% recycled plastic and paper, much of it collected within Kenya, helping to reduce waste while promoting a circular economy. Its products are also highly concentrated, meaning they last longer and offer better value—for example, a 2kg pack of laundry powder can deliver up to 66 washes.
Beyond products, Grounded’s impact is deeply rooted in its people. The company employs a team of about 30 individuals, with women making up 60% of the workforce and youth accounting for 80%. This women-led model is not just about representation—it reflects a deliberate effort to create inclusive economic opportunities and empower the next generation.
Grounded is also a certified B Corporation, placing it among a global community of businesses that meet high standards of social and environmental performance, transparency, and accountability. This certification reinforces its dual mission: to build a successful business while contributing positively to society and the planet.
With next-day delivery available in Nairobi and distribution through retailers such as Carrefour, Chandarana, Healthy U, and Greenspoon, Grounded continues to expand its reach across Kenya. Yet even as it grows, the brand remains anchored in its founding values—sustainability, transparency, and community.
In a world where consumers are increasingly questioning what they bring into their homes, Grounded offers a compelling answer: products that are safe, effective, locally made, and rooted in a broader vision of environmental and social responsibility.
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