Most people keep their household goods under the sink or otherwise hidden away when they’re not using them. And frankly there’s a good reason why: most cleaning products aren’t designed to be on display in the home. The packaging is designed to capture our eye in the store, not sit on the counter as a constant reminder we really should tidy up the joint.

Society is looking to change all that with their new line of affordable and all-natural products. Their business model is similar to Costco’s where customers pay an annual membership (in Society’s case $99/year) for access to a marketplace of exclusive items at a lower cost than other retailers. Society claims that by selling direct to consumer, their members save over 30% on similar green products bought at traditional retailers.