Michigan is beginning to see an emergence of “green” products on grocery shelves. Selestial Soap is owned and operated in Traverse City and is a company that develops and manufactures natural cleaning products. Their first commercialized product is a 100% natural liquid laundry detergent aptly named Selestial Soap. Selestial Soap is owned by Ruth Smith and Jim Legato.

MiMM: Ruth, what was your inspiration for creating Selestial Soap?

RS: Jim and I wanted to use environmentally-friendly "green" products in Jim’s Laundromat, Eastfield Laundry. We tested a lot of products that were on the market, but found that the products were either not really “green,” didn’t work well, and were much more expensive than traditional detergent. So, I developed Selestial Soap Laundry Detergent and we’ve been using it in the Laundromat for almost 5 years. We started selling it at Eastfield Laundry and just recently expanded to selling in other retail stores because people liked it so much.

MiMM: What would you say is the best feature of Selestial Soap?

RS: I would have to say that I have two favorites. Number one is that is it does not suds. Contrary to what people think, suds are not necessary for cleaning. They leave residue in your clothing, can damage machinery, and are harmful to our septic systems. Second is Selestial Soap’s appearance. It appears to be a pure as rainwater! Selestial Soap has no propylene glycol, no sodium laureth sulfate and no fillers. We use only the purest of glycerin taken directly from plants. The consistency or viscosity of the liquid is not very different from water, but it is an incredible cleaner.

MiMM: Who is your target audience? Who did you create Selestial Soap for?

RS: Our target audience is all people who have dirty clothes! Our motto is “Saving the Planet Within Your Budget” and our goal was to create a laundry product that effective, truly “green” and affordable enough for everyone. Selestial Soap is awesome for sports clothes, leaving them residue free and breathable. It is great for baby’s sensitive skin or anyone with sensitive skin or allergies because it rinses cleanly and contains no harsh chemicals. The non-sudsing formulation is perfect for the new high-efficiency washing machines.

MiMM: What is the most commonly asked question about Selestial Soap?

The question I get asked the most about Selestial Soap is, “Why should I believe you when you say you are truly natural?” I can understand that because there is currently no regulation on the use of the words “green” or “natural” in cleaners. Selestial Soap has already received the PTPA Award for Green Products and we are currently going through the process of receiving additional green certifications like the Michigan Green Seal.

MiMM: Ruth, please share with our readers a product success story.

One of my favorite success stories was talking with Selestial Soap customers at a Celiac conference in Grand Rapids. I met so many people that had severe skin allergies. So far, Selestial Soap has been a 100% success with no one reporting a rash or itching after using the product.

MiMM: Thank you for speaking with us today Ruth. Selestial Soap is a “Made in Michigan” company from Traverse City. Please visit their website at http://www.selestialsoap.com