LDC Top 50 2021

Astonish Cleaning Products is the only vegan, cruelty-free cleaning brand in the UK. Founded in 1971 by Alan Moss, his son Howard has overseen the company’s extraordinary expansion since taking over in 2006.

“My father started out selling the products on trestle tables at agricultural shows,” he says. “My ambition is to continue to take Astonish into major retailers and to further extend our range of products.” Astonish’s ethical credentials have resonated with consumers around the world; 25pc of its almost £35m revenues come from overseas. “We are about to triple the capacity of our manufacturing base to meet demand,” Howard says.

Q&A

What drives you?

I’m a people person. That’s what drives me: getting the best out of people and helping them achieve their ambitions. As an entrepreneur, you are limited as to what you can achieve on your own. But I also just love this business.  I never get up in the morning and think, ‘Oh, do I have to go to work?’ It’s a passion. I just want to see the business flourish.

How does your business contribute to a more sustainable future?

We’re the only vegan, cruelty-free cleaning brand in the UK. Customers want an unrivalled cleaning product that also has a strong ethical stance – and we’ve had that from the beginning. It’s ‘on trend’ now but 20 years ago we were a pioneer.

What green initiatives are making an impact?

All our products are fully recyclable and by the end of this year, they will be made using one-third recycled material. We have also developed a new luxury care brand, Moss & Adams, which uses 100pc plant-derived ingredients and comes in 100pc recycled packaging. This brand is especially dear to me because Moss was my late mother’s maiden name.