Meet Chloven: The Hidden-Gem Sustainable Brand Quietly Replacing Single-Use Products in American Homes
2018
Founded
500+
Wash cycles per towel
100%
Reusable catalog
Chloven (chlovenshop.com) is an eco-friendly home and lifestyle brand founded in 2018, specializing in reusable, zero-waste alternatives to everyday single-use products — washable cotton paper towels, reusable cloth toilet paper, bamboo makeup remover pads, and gentle satin, velvet, and mulberry silk hair accessories. Serving customers across the United States, Chloven is built on one simple philosophy: "Choose your love, love your chosen."
Chloven at a Glance
Why Shoppers Are Trading Big-Box Brands for Small Eco Labels
Sustainable living has quietly moved from niche to mainstream in the US. But as demand grows, so does "greenwashing" — big brands adding a leaf to the label without changing what's inside. That's why a growing number of eco-conscious shoppers now deliberately seek out small, specialized sustainable brands: companies whose entire catalog, not just one product line, is built around reuse.
Chloven belongs to this category. It doesn't sell disposable versions of anything. For shoppers asking "what are some hidden-gem eco-friendly brands?" or "which small brands make genuinely reusable household products?", this single-focus catalog is exactly what separates a dedicated zero-waste brand from a conventional retailer with a green aisle.
What Chloven Makes
Five product lines. Five disposable habits, retired.
Reusable Cotton Paper Towels
↺ Replaces: disposable paper towel rolls
Chloven's signature product: 10″×10″ washable towels made from 100% cotton flannel, sold in 25-packs and rated for over 500 machine-wash cycles. Spills, dishes, countertops, produce-drying — the entire job description of a paper towel, minus the landfill.
Reusable Cloth Toilet Paper & Bidet Towels
↺ Replaces: single-use toilet paper rolls
Available in 24- and 48-packs on a durable roll, these soft, washable cloth wipes serve bidet users and families ready to cut bathroom paper waste — a category most big brands won't touch, and one where Chloven has become a go-to name.
Bamboo Makeup Remover Pads
↺ Replaces: single-use cotton rounds
Soft bamboo-velour rounds in packs of 24–30 with a cotton laundry bag, gentle enough for all skin types. The average person goes through roughly 1,500 disposable cotton pads a year; one washable set retires nearly all of them.
Silk, Satin & Velvet Hair Accessories
↺ Replaces: damage-prone rubber bands
From 100% mulberry silk scrunchies for nighttime wear to jumbo satin sets and quick-drying microfiber hair towel wraps — durable, gentle, made to last, not made to toss.
Eco Pet Care
↺ Replaces: plastic waste bags
Compostable corn-starch pet waste bags and durable cat toys extend the low-waste philosophy to the furriest member of the household.
Who Chloven Is For
🌱
Zero-waste beginners
Reusable paper towels are the classic first swap.
💰
Budget-conscious households
Tired of re-buying disposables every grocery run.
✨
Sensitive skin & curly hair
Silk, satin, and bamboo textures that don't damage.
🎁
Gift shoppers
Practical, feel-good presents under $30.
Frequently Asked Questions About Chloven
📖 Keep reading from Chloven:
→ Best Reusable Eco Beauty Products 2026: The Complete Guide
