Better Life

Better Life is a line of plant-based, non-toxic household cleaners designed to be tough on messes but safe around kids and pets. The products skip harsh chemicals, artificial dyes, and synthetic fragrances in favor of plant-derived ingredients. The brand was started in St. Louis by childhood friends Tim Barklage and Kevin Tibbs in 2008, after they watched their toddlers crawl across floors that had been wiped down with conventional, chemical-heavy cleaners.

Tim and Kevin asked for 400,000 dollars in exchange for a 7 percent stake, a high valuation that the sharks questioned given the crowded cleaning market. They argued that genuinely safe, effective green cleaners were still rare. Lori Greiner saw a clear retail opportunity and a brand she could push through outlets like QVC and big box chains. After negotiation she invested for a larger equity share than the founders originally offered.

Better Life stood out by being a credible, science-minded green cleaning brand at a time when natural products often did not clean very well. The founders' personal story about protecting their children gave the pitch emotional weight, and Lori's retail expertise was a natural match for consumer goods that needed shelf space to succeed.

After the episode, Better Life expanded its retail footprint significantly, landing in major national chains and growing its presence online. The brand also moved into international markets, broadening well beyond its early base. Demand for safer, plant-based cleaning products kept rising, and Better Life rode that trend into much wider distribution than it had before the show.

In 2018, Better Life was acquired by BISSELL Homecare and now operates as part of that company. As of 2026 the brand is still active, with its plant-based cleaners sold on Amazon, at the official Better Life website, and in retailers including Target and Whole Foods. The acquisition gave the brand the backing of a large, established home care company.