Mrs. Meyers Clean Day is a household name, but its roots trace back to a 93-year-old woman who inspired her daughter’s brand. Monica Nassif, the founder, turned her mother’s practical, frugal habits into a line of eco-friendly cleaners sold at Whole Foods, Target and Walmart. The story behind the brand is as compelling as the products themselves.
At a Glance
- Mrs. Meyers products are named after Monica’s mother, Thelma Meyer.
- The line launched after the 2008 sale of the upscale Caldrea brand to S.C. Johnson & Son.
- Monica’s upcoming memoir, I Bottled My Mother, releases on March 24, 2026.
The Inspiration Behind the Brand
Monica says, “she relishes it,” when she talks about her mother’s reaction to the brand’s popularity. Thelma’s life-style-reusing, repurposing, and up-cycling-became the foundation for the company’s marketing message. Thelma herself travels the country to speak at events, often standing behind a life-size replica of her kitchen to hand out samples.
Thelma grew up during the Great Depression, raising nine children with limited resources. “I learned to reuse everything,” she told News Of Los Angeles. Her approach to household chores-using a bucket of water, turning old towels into cleaning rags-set the tone for the brand’s emphasis on sustainability and frugality.
From Caldrea to Mrs. Meyers Clean Day
The first line, Caldrea, was an upscale soap company that Monica built and sold to S.C. Johnson & Son in 2008. The sale taught her that the market needed a more affordable, mass-market option. She explains, “We learned very, very quickly that we needed to be at the mass market level – the Whole Foods, the Targets, Walmarts, etc.” The team brainstormed a brand that would feel wholesome and Midwestern. “We thought, ‘Hey, we’re Midwestern, it should be wholesome. This sounds like your mom. We should just make this after your mom,'” Monica recalls.
The result was a garden-inspired line made from responsibly sourced ingredients. Monica says, “I guess I was selling my mom,” laughing. The products carry her mother’s legacy of frugality: using a bucket of water, reusing old towels as cleaning rags, and avoiding waste.
The packaging of the new line was designed to reflect the homey feel of Thelma’s kitchen. A life-size replica of her kitchen was built for events, where Thelma herself distributes samples, reinforcing the personal connection between the brand and its namesake.
The Real-Life Mrs. Meyers
Thelma, now 93, still uses the brand’s products. She shares, “Oh my goodness, this fragrance is just wonderful, and I said, ‘How much is that bottle of soap?’ I said, ‘I’m spending no $8 for dish soap,'” Thelma told News Of Los Angeles. “Oh Mom,” Monica replied, “we’ll come up with a product for you.” Thelma’s favorite scent is lemon-verbena.
Her frugal habits also translate into product usage tips. “I probably shouldn’t do this, but I tell people, you don’t have to push that handle all the way down for the hand soap,” she says. “If you just push it down a little, and get a big drop and put some water on your hands and rub them together, you get a great foam and a great wash. Some people just push too much soap and it goes to waste. That’s my frugality coming out.” Thelma’s advice is a reminder that the brand’s mission is to reduce waste.
Marketing and Product Philosophy
The brand’s messaging centers on “home-grown, responsibly sourced,” a nod to Thelma’s upbringing. Products are made with plant-based ingredients, and the company promotes the reuse of packaging. Sales teams emphasize the connection between the brand’s eco-friendly stance and the practical savings her mother achieved in her own household.
Thelma’s presence at events-handing out samples from a kitchen set-creates a tangible experience for consumers. “It feels like you’re in my kitchen,” a shopper told News Of Los Angeles after a pop-up event. The marketing strategy leverages this authenticity to build trust and loyalty.
The Upcoming Book
Monica’s forthcoming book, I Bottled My Mother, is billed as a “part startup manual, part memoir.” It chronicles the journey from Caldrea to the flagship line and includes Thelma’s voice and wisdom. The book’s release date is March 24, 2026, giving readers an inside look at how a family’s values can become a commercial success.
Key Takeaways
- The brand was born from a mother’s practical habits and a daughter’s entrepreneurial vision.
- The sale of Caldrea in 2008 prompted a pivot to a mass-market, eco-friendly line.
- Thelma Meyer’s 93-year-old legacy of frugality and sustainability remains central to product design and marketing.
- Monica’s book, due March 24, 2026, offers a detailed narrative of the brand’s evolution.
The story of Mrs. Meyers Clean Day shows how a mother’s everyday habits can inspire a brand that champions sustainability, affordability, and community engagement. As the company continues to grow, the legacy of Thelma Meyer remains at its core, proving that a single family’s values can resonate with millions.
