A theory about how a home should smell.
Surface Cleaners · Odor Eliminators · Home, Upgraded
No spam. Just the launch and a sample for early names.
Every cleaning product on the shelf smells like pine, lemon, or lavender.
None of them belong in your house.
Theory is a theory about what a home should smell like when it is, in fact, clean.
Walk down any cleaning aisle. Pine. Lemon. Lavender. Bleach. The same five fragrances dressed in slightly different bottles, designed for someone who doesn't exist.
A home should smell like the person who lives there. Not a hospital. Not a citrus grove. Not someone's grandmother's linen closet.
Theory makes the products you already buy — surface cleaners, odor eliminators, the things under your sink — formulated to actually work, scented like something you'd choose if anyone bothered to ask you.
Three scents, built around moments. The bar at the back of a hotel. The woods after rain. A barbershop that's been open since 1962.
That's the theory.
The household, covered. Each scent available across the line.
Skip the singles and start with the system. Better economics. One scent across the home. Refills on autopilot.
I started Theory because every cleaner on the shelf was either pine, lemon, or lavender. None of them belonged in my house. So we built three that did.