Defunkify

Unmasking the Cleaning Industry: Defunkify’s Mission to Eliminate Toxic Chemicals

Defunkify is on a mission to revolutionize the household cleaning industry by removing toxic chemicals from everyday products. Founded and led by Green Chemists, Defunkify creates non-toxic, high-performance cleaning solutions so consumers no longer have to choose between effectiveness and safety.

The Challenge

The household cleaning industry has a dirty secret – toxic chemicals are lurking in products marketed as “fresh” and “clean.” For decades, consumers have been left with a false choice between products that work and products that are safe for people and the planet.

This is why Defunkify stepped in with a mission to get toxic chemicals out of household cleaning products. Founded and led by Green Chemists, Defunkify has developed products that are safe, non-toxic and actually work so consumers no longer need to choose between something that works, and something that is good for you and the planet – you can have both!

How do we captivate consumers and unmask the lies that the cleaning industry has been telling consumers for years? 

Defunkify’s challenge was two-fold:

1. Expose the cleaning industry’s reliance on harmful, hidden chemicals.
2. Elevate Defunkify as the go-to brand for safe, high-performing cleaning products in a crowded sustainable CPG market.

The Strategy 

Yulu worked in close partnership with Defunkify to develop a science-backed, media-ready impact communications strategy that positioned the brand as a leader in clean chemistry innovation.

• Stakeholder & Industry Insights: Conducted in-depth interviews with internal leaders, partners, and industry experts, producing a Stakeholder Report to guide brand positioning.
• Competitive Benchmarking: Analyzed how leading sustainable CPG brands communicated science-based claims, identifying opportunities for Defunkify to stand out.
• Thought Leadership Development: Crafted opinion pieces and bylines that called out greenwashing and educated consumers on toxicity and safety in cleaning products.
• Earned Media Campaign: Launched “No Scent is the Best Scent,” a consumer awareness campaign exposing the harmful cover-up fragrances in detergents and laundry products.
• Influencer & Social Integration: Partnered with mission-aligned influencers and sustainability advocates to extend reach and credibility.

Services Provided

• Strategic Communications Planning
• Thought Leadership Positioning
• Media Relations & Influencer Engagement
• Campaign Development & Execution
• Competitive Benchmarking
• Stakeholder Engagement

The Results & Impact

Yulu’s integrated communications campaign delivered measurable brand lift for Defunkify:

• 66+ earned media placements in top-tier outlets including BuzzFeed, Southern Living, and Reader’s Digest.
• 20M+ audience reach, driving awareness for toxin-free cleaning solutions.
• Increased brand share of voice in the sustainable CPG category.
• Positioned Defunkify as a trusted industry watchdog on toxicity and safety.

This campaign demonstrates how sustainable CPG brands can harness strategic communications to disrupt traditional industries, influence consumer behavior, and build loyalty through transparency and impact.