• Clean Cult expands into the castile soap category with four new concentrated formulas.
• The soap cartons are a slight departure from the “cult” design of the rest of the brand’s products, opting for a more colorful, 70s-inspired look.

I’ve always associated castile soap with the crunchy, woo-woo, all-natural crowd. 

Not that there’s necessarily a direct connection between the two, but the only castile soap brand I ever came across was Dr. Bronner’s Magic Soap, and even with a brief skim of the wall-of-text label, it certainly left me with the impression that this was for the more spiritual, hippie-type folks. Nonetheless, it works pretty well while being natural, non-toxic, and biodegradable.