Cleanlogic Has Bigger Plans for Your Shower

Better bath tools are only one part of what this brand is building.

Beauty loves to throw around the word inclusive. It’s in campaign briefs, casting call decks, mission statements…

But there’s a pretty big difference between marketing inclusivity and actually building a business around it.

Cleanlogic has been doing the latter for two decades.

This bath and body accessory brand, known for its exfoliating cloths, scrubbers, buffers, and other shower essentials, has built accessibility into everything from its packaging to its hiring practices. 

And while the brand has grown into a major player in a category most of us probably don’t think that deeply about, its bigger mission has remained remarkably consistent: creating meaningful employment opportunities for people with disabilities.

Like many good beauty ideas, Cleanlogic started with a product frustration. Founder Isaac Shapiro grew up in a Mexican household where exfoliation was already part of the routine.

“I remember my mom using natural loofahs, and my tias using these rough, scratchy shower tools, and it never made sense to me why there wasn’t a better solution,” Isaac shared with us. 

Once he entered the industry, he noticed that bath accessories were basically a category without brands. It was dominated by private label, driven largely by price, and there wasn’t much innovation or much of a relationship between consumers and whatever scrubby thing happened to be hanging in their shower.

So with Cleanlogic, he and his business partner, Mike Ghesser, set out to make something better.

They eventually developed the brand’s stretch-fiber technology, a textile-driven fabric designed to provide effective yet gentle exfoliation. And as the business grew, the team doubled down on its exfoliating fabrics and even built its own factory in China, giving the brand more control over development, quality, and innovation.

Today, the assortment includes body exfoliators, facial buffers, silicone scrubbers, cleansing cloths, foot care products, and more. And you can shop them in-store at Target, Walmart, and CVS Pharmacy. 

But making a better bath tool was only one part of what Isaac wanted Cleanlogic to become. His mother, Beatriz, has been blind since she was seven, and as he grew up, Isaac watched her build a technology training program from the ground up to help blind individuals develop skills and find employment.

“Seeing her create opportunity where it didn’t exist was incredibly inspiring and shaped how I think about business,” he shared. “That experience motivated me to become a social entrepreneur and build a purpose-driven company—one that doesn’t just sell products, but creates real impact.”

Her influence became part of Cleanlogic from the beginning. The brand incorporated functional Braille into its packaging and founded the Inspiration Foundation, a nonprofit created to continue Beatriz’s work. 

Through its Purchase to Employ initiative, Cleanlogic also helps fund technology training centers across the U.S. while also creating jobs within its own operations. Today, Isaac says Cleanlogic employs 29 individuals with disabilities. 

And it’s personal for co-founder Mike Ghesser, too. His daughter Rosemary was born with a rare neurological disorder and communicates through an AAC device. Isaac says Mike looks at accessibility within the company in much the same way he approaches accessibility at home: if you naturally make accommodations so someone you love has the opportunity to thrive, why wouldn’t a business do the same?

Which sounds simple. But it points to something the beauty industry still seems to be figuring out.

In terms of how the products actually work, Cleanlogic believes consumers shouldn’t have to choose between a purpose-driven brand and one that performs well. And their goal is to treat bath accessories more like skincare tools than random shower afterthoughts.

Its hero Stretch Cloth, for example, takes inspiration from the traditional Korean back cloth and stretches up to three times its size, making it easier to reach your back and feet. Its proprietary exfoliating fabric is designed to make gentle exfoliation part of an everyday shower routine, with a softer Daily Cleanse version available for more sensitive skin. And the product is also packaged in the U.S. by a workforce that includes individuals with disabilities.

Overall, I think it’s one thing to feature someone with a disability in a campaign, but another to have people with disabilities involved behind the scenes. Whether your hiring practices include them. And if someone who’s visually impaired can navigate your packaging. Accessibility needs to be considered during product development, not just added to the marketing conversation later.

And Cleanlogic wants to challenge another assumption along the way: that employing people with disabilities requires businesses to lower their expectations.

“There’s a misconception that hiring individuals with disabilities requires lowering expectations, but the reality is the opposite,” Isaac says. “When given the right environment and support, they consistently meet—and often exceed—performance standards.”

Cleanlogic says it has seen stronger retention, productivity, and workplace culture through inclusive hiring, something Isaac believes should make brands look at accessibility as more than philanthropy.

At the same time, Cleanlogic has no plans to stop at the bath aisle. The brand is continuing to expand into new categories with the goal of becoming the #1 bath and skincare tools brand globally.

Which is a pretty big vision for a company that started because Isaac thought there had to be something better than the scratchy shower tools his mom and tias were using.

But maybe that’s also what makes the story work. Cleanlogic isn’t asking consumers to choose between a good product and a good mission.

The whole point is that you shouldn’t have to.