How 20 Years of Family Eco-Science and a Mother-Daughter Dream Created the GG Clean Range
It may sound a little unusual that a fashion stylist would end up creating an eco-friendly cleaning products brand with her daughter but to me, it actually makes perfect sense.
Those who know me well know that for the past four years I’ve been running my father-in-law’s business since his retirement. The amount I’ve learned during that time has been enormous. It’s certainly been challenging, but I’ve genuinely enjoyed the learning process and even the challenging times.
Out of that journey, Golding Gals was born.
The story actually began more than 20 years ago, when my lovely partner Andy, his father Neil, and a wonderful woman named Jeanette Anderson created a multi level marketing, eco-friendly cleaning products company called Nature Direct, it’s still going strong today. Along the way, we’ve faced plenty of challenges. We’ve had to change suppliers for our base ingredients, navigate bringing chemicals into the country during COVID, and completely rethink the business model to make sure it stayed viable in a rapidly changing world.
Marketing, buying and selling have changed dramatically over the past decade. The old party plan model simply doesn’t work the way it once did online business does. Because of that, I’ve learned an enormous amount about websites, online marketing and e-commerce, which I’m actually incredibly grateful for.
Over the years, I’ve become deeply involved in every part of the business. I help manage the company, work alongside our scientist who formulates the products, coordinate with our warehouse team here in Brisbane, and oversee everything from base gels through to finished eco-friendly cleaning products.
At this point, there’s probably not much I can’t do within the brand!
We also supply products to kindergartens and a range of interesting businesses
mostly people who are very focused on health, wellbeing and creating safer sustainable
environments. Evie has been watching me work in this business, so in many ways, Golding Gals has evolved very organically through the conversations we’ve had together over the years. From the very beginning, we both believed that eco-friendly products shouldn’t feel clinical or boring. They should feel luxurious. They should tick every box sustainable, biodegradable, cruelty-free and genuinely planet-friendly without compromising on quality or experience.
We consciously go to extra effort and expense to make sure we stay true to those core values.
What makes Golding Gals special is that it’s incredibly hands-on and personal. We still mix many of the products ourselves, package them, apply the labels, pack the boxes and send them directly out to you. There’s something very real about that.
It’s niche, it’s personal, and it’s built with genuine care from beginning to end.
We do all of this because we genuinely understand that people want to make better choices for the environment just like we do. Sustainability matters to us, and we truly care about it. There are actually very few genuine manufacturers of eco-friendly cleaning products left in Australia, and we’re proud to be one of them. We’d love for you to come on this journey with us.
One of the things we’re most proud of is the quality of our formulations and fragrances. The cleaning performance is exceptional, but the scents are really something special. Our essential oils are sourced with enormous care. I’ve even walked through plantations with distillers via video link, learning about the entire process from the ground up.
Once you experience these oils, you realise many essential oils people are used to smelling are actually very ordinary. These are what essential oils should truly smell like rich, vibrant, fresh and completely beautiful. Some are so delicious they almost make you salivate!
For us, scent creation is an art form.
We already have many more product ideas we’d love to develop, although at the moment we certainly have plenty on our plate. I genuinely enjoy the formulation side of the business. I’ve always loved soaps and what I now call surfactants, so creating beautiful products and blending luxurious oils is something I find incredibly rewarding.
Every recipe has been tested, refined and revisited over and over again until it feels exactly right.
Between years of experience, a well-developed understanding of formulation, and a strong sense of fragrance composition, we believe we’ve created products that are genuinely beautiful and we’re very proud of them.
And then there’s Evie. Honestly, she’s a marketing genius disguised as a hairdresser. The girl should probably have been a full-time marketer! She astonishes me constantly with how quickly she learns and adapts. I’m much slower and more methodical, while she just gallops ahead fearlessly. Watching her work is an absolute joy.
The Hair Wipes are the perfect example. They’ve absolutely exploded because they solved a genuine gap in the market and that idea was really all Evie. I can’t take much credit for that one at all. She was the driving force behind it, and I’m incredibly proud of her.
So, we’d love you to become a a part of the GG Club and join us on this slightly crazy journey before it all completely takes off!
Most of all, we’d simply love to hear your feedback along the way. So order away and please review the product so other stylish eco conscious humans can find us too.
Thank you for being here.
Liz Golding xx
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