Every entrepreneur has that “aha!” moment—an instant when a single, riveting business vision crystalizes. For Anselm Doering, the magical moment came in 2001, in a rest-stop bathroom off I-87. The fluorescent glare illuminated a sign that read “Proud to be cleaned by Lysol.”
Anselm, who had run a pioneering green products store called Earth General in Chelsea and Park Slope in the 1990s, was shocked that anyone would be “proud” to use products that rely on harsh chemicals, when nontoxic plant-based compounds could do the job. So there on the spot, surrounded by porcelain and the scent of ammonia, he decided to start a green cleaning-products company.