By Spencer Feingold

In today’s world, recycling plastic is no longer enough for sustainability. So a new company, Blueland, is working to eliminate plastic waste altogether.

“We are really trying to re-imagine conventional cleaning products and personal care products to eliminate the need for wasteful plastic packaging,” Sarah Paiji, the company’s co-founder and CEO, told Cheddar in an interview Monday. Blueland was launched on April 22 to coincide with Earth Day.

Blueland offers a refillable cleaning kit, which includes a reusable bottle and refill tablets that create a cleaning solution when added with water. The product — which offers solutions for multi-surfaces, glass and mirror, and bathrooms — hopes to replace the billions of single-use plastic cleaning bottles that are thrown out every year.

“You hear 'eco' and you think it is going to be more work, it's going to be more expensive, and it's going to be less effective. And so really what we’ve set out to do is flip all these notions on their head,” Paiji said. We are “making it dead simple for consumers to be environmentally responsible.”

Paiji added that Blueland’s environmental concern is not purely altruistic but is also a smart business model.

The company raised $3 million in seed funding with major investments from firms like Comcast Ventures and big names such as Justin Timberlake.

“A ton of business investors actually do believe that we are in a time right now where sustainable packaging actually does make for good business,” Paiji said. And with consumer demand, “the timing is truly right for a concept like this.”

Blueland currently has 12 patents pending and plans to launch new products every quarter.

For full interview click here.